Journal ArticleDOI
When multiple identities compete: The role of centrality in self‐brand connections
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This paper found that people whose shopping identity was central (versus peripheral) to their self-concept led to stronger self-brand connections than peripheral identities, and the influence of centrality on brand choice and selfbrand connections by generalizing this effect to group identities.Abstract:
The currentresearchprovidesa framework forunderstanding howcentralityimpactspeople’schoiceof brands andrelated brand connectedness. Motivated by the need to validate their self-image, individuals use brands to express and confirm their identities. The authors hypothesize that greater centrality of the identity to the self strengthens the connectedness an individual has for brands with value-expressive properties. Three studies using experimental designs examined whether people whose identity is central to their self-conception leads to stronger self-brand connectedness than peripheral identities. In study 1, the results showed that people whose shopping identity was central (versus peripheral) to their self-concept led to stronger self-brand connections. Study 2 replicated the findings of study 1 employing brand symbolism as a moderator. Brands high in symbolic properties led to stronger brand connections for an individual’s central identities compared with their peripheral identities. Study 3 replicated the influence of centrality on brand choice and self-brand connections by generalizing this effect toreference group identities. Collectively, the studies provide evidence that individuals integrate brand associations into their self-concept on the basis of both the centrality of the identity and the level of symbolism the brands holds for an identity. Copyright © 2013 John Wiley & Sons, Ltd.read more
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Brand loyalty: Exploring self-brand connection and brand experience
TL;DR: In this article, the authors determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience, and confirm that brand experience fully mediates the association between selfbrand connection and brand loyalty.
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Relating the role of green self-concepts and identity on green purchasing behaviour: An empirical analysis
TL;DR: In this paper, the authors developed six hypotheses to assess the relation between self-concept and the green purchase intention (GPI) of consumers, and the results showed that a significant relationship exists in the proposed model.
Journal ArticleDOI
The need to belong and self-disclosure in positive word-of-mouth behaviours: The moderating effect of self–brand connection
TL;DR: In this paper, the authors proposed that the need to belong and the individual's level of self-disclosure increase the probability of engaging in positive word-of-mouth behavior.
Journal ArticleDOI
Tightness–looseness: A new framework to understand consumer behavior
TL;DR: The authors integrated research on tightness-looseness (TL) into consumer behavior research and explored the implications of TL for consumer well-being by examining different strategies for encouraging healthy decision-making across tight and loose cultures.
Book
The Principles of Psychology
TL;DR: For instance, the authors discusses the multiplicity of the consciousness of self in the form of the stream of thought and the perception of space in the human brain, which is the basis for our work.
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Book
The Principles of Psychology
TL;DR: For instance, the authors discusses the multiplicity of the consciousness of self in the form of the stream of thought and the perception of space in the human brain, which is the basis for our work.
Journal ArticleDOI
Possessions and the extended self.
TL;DR: In this paper, a variety of evidence is presented supporting this simple and compelling premise and implications for consumer behavior are derived for consumer behaviour because the construct of extended self involves consumer behavior rather than buyer behavior, it appears to be a much richer construct than previous formulations positing a relationship between selfconcept and consumer brand choice.
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Consumers and Their Brands: Developing Relationship Theory in Consumer Research
TL;DR: The authors argue for the validity of the relationship proposition in the consumer-brand context, including a debate as to the legitimacy of the brand as an active relationship partner and empirical support for the phenomenological significance of consumer-Brand bonds.