Brand-extended self-construal

Sandor Czellar (), David E. Sprott () and Eric R. Spangenberg ()

No 837, HEC Research Papers Series from HEC Paris

Abstract: Recent research suggests consumers view brands anthropomorphically and often form self-connections with a particular brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such connections. In the current research, we conceptualize Brand-Extended Self-Construal (BESC) as the propensity for a consumer to include important brands as part of the self-concept. After developing a reliable and valid measure of the construct, we provide experimental evidence for the value of BESC as a consumer tendency. In a series of studies we show that a consumer's generalized tendency to form connections with brands meaningfully influences important aspects of brand attitudes and loyalty. Implications for brand management and future research regarding BESC are provided.

Keywords: brand; consumer behaviour; brand-extended self-construal; consumer tendency (search for similar items in EconPapers)
JEL-codes: D12 (search for similar items in EconPapers)
Pages: 38 pages
Date: 2006-06-13
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Persistent link: https://EconPapers.repec.org/RePEc:ebg:heccah:0837

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