Self-Construal, Reference Groups, and Brand Meaning.
In: Journal of Consumer Research, Jg. 32 (2005-12-01), Heft 3, S. 378-389
Online
academicJournal
Zugriff:
We propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections. We focus on reference groups as a source of brand meaning. Results from two studies show that brands with images consistent with an ingroup enhance self-brand connections for all consumers, whereas brands with images that are consistent with an outgroup have a stronger negative effect on independent versus interdependent consumers. We propose that this differential effect is due to stronger self-differentiation goals for consumers with more independent self-concepts. We also find greater effects for more symbolic than for less symbolic brands. [ABSTRACT FROM AUTHOR]
Titel: |
Self-Construal, Reference Groups, and Brand Meaning.
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Autor/in / Beteiligte Person: | ESCALAS, JENNIFER EDSON ; BETTMAN, JAMES R. |
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Zeitschrift: | Journal of Consumer Research, Jg. 32 (2005-12-01), Heft 3, S. 378-389 |
Veröffentlichung: | 2005 |
Medientyp: | academicJournal |
ISSN: | 0093-5301 (print) |
DOI: | 10.1086/497549 |
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