Self-Construal, Reference Groups, and Brand Meaning


We propose that consumers purchase brands in part to construct their selfconcepts 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… (More)

5 Figures and Tables


  • Presentations referencing similar topics