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)


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@inproceedings{Escalas2005SelfConstrualRG, title={Self-Construal, Reference Groups, and Brand Meaning}, author={Jennifer Edson Escalas and James R. Bettman and Edson Escalas}, year={2005} }