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“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self‐Construal on Brand Evaluations
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“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self‐Construal on Brand Evaluations
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Journal Article
“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self‐Construal on Brand Evaluations
2007
Overview
Consumer‐brand relationships can be formed based on individual‐ or group‐level connections. For example, a consumer’s relationship with a Mercedes may be based on the desire to express individual‐level unique identity (e.g., self‐concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group‐level patriotic national identity (e.g., country‐of‐origin connection). We suggest that the effects of self‐concept connection and brand country‐of‐origin connection vary based on self‐construal. Results across two studies reveal that, under independent self‐construal, self‐concept connection is more important. Under interdependent self‐construal, brand country‐of‐origin connection is more important.
Publisher
The University of Chicago Press,Oxford University Press
Subject
