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Self‐Construal, Reference Groups, and Brand Meaning
Abstract
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.
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Metadata
- Authors
- Escalas, J. E., & Bettman, J. R.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2005-12
- Volume
- 32
- Issue
- 3
- Pages
- 378-389
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2003955127
- Cited by
- 2,035
- References
- 5
- FWCI
- 57.22
- Type
- journal article
- Language
- en
- Open access
- closed
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