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Self‐Construal, Reference Groups, and Brand Meaning
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Self‐Construal, Reference Groups, and Brand Meaning
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Journal Article
Self‐Construal, Reference Groups, and Brand Meaning
2005
Overview
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.
