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An exploration of comfort brands and the theory of brand comfort

Author

Listed:
  • Damon Aiken, K.

    (California State University, Chico, USA)

  • Meuter, Matthew L.

    (College of Business, USA)

  • Sukhdial, Ajay

    (Oklahoma State University, USA)

Abstract

This paper advances a new theory of brand comfort that arises from physical comfort, combined with cognitive components (driven by rational trust judgements of quality and reliability) and emotional components (driven by perceptions of affective trust, authenticity, nostalgia and brand love). Two exploratory studies reveal that consumers frequently crave, seek out and attain comfort through branded comfort foods as well as non-food comfort brands. Further, the studies each uncover that attaining comfort through brand consumption yields feelings of emotional support, safety, nostalgia and social connectedness. Findings suggest that consuming comfort brands is an extremely widespread practice, especially in the current era of fear, isolation and social distancing.

Suggested Citation

  • Damon Aiken, K. & Meuter, Matthew L. & Sukhdial, Ajay, 2023. "An exploration of comfort brands and the theory of brand comfort," Journal of Brand Strategy, Henry Stewart Publications, vol. 11(4), pages 344-357, March.
    • Handle: RePEc:aza:jbs000:y:2023:v:11:i:4:p:344-357
    as

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    More about this item

    Keywords

    brand comfort; comfort foods; comfort brands; nostalgia; social communion; brand relationships;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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