The DOI matches its Crossref record; 4 of the 4 references it cites were found in a registry or an index.
You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands
Abstract
The set of associations consumers have about a brand is an important component of brand equity. In this article, we focus on reference groups as a source of brand associations, which can be linked to one's mental representation of self to meet self‐verification or self‐enhancement goals. We conceptualize this linkage at an aggregate level in terms of self‐brand connections, that is, the extent to which individuals have incorporated a brand into their self‐concept. In 2 studies, we show that brands used by member groups and aspiration groups can become connected to consumers’ mental representation of self as they use these brands to define and create their self‐concepts. Results from Experiment 1 show that the degree to which member group and aspiration group usage influences individual self‐brand connections is contingent on the degree to which the individual belongs to a member group or wishes to belong to an aspiration group. In Experiment 2, we found that for individuals with self‐enhancement goals, aspiration group brand use has a greater impact on self‐brand connections; for individuals with self‐verification goals, on the other hand, member group use has a greater impact.
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Citations
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Metadata
- Authors
- Escalas, J. E., & Bettman, J. R.
- Venue
- Journal of Consumer Psychology
- Publisher
- Wiley
- Published
- 2003-01
- Volume
- 13
- Issue
- 3
- Pages
- 339-348
- ISSN
- 1057-7408 (ISSN-L)
- 1532-7663
- OpenAlex
- W3122517124
- Cited by
- 1,534
- References
- 4
- FWCI
- 21.02
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
