A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

Tan, Teck Ming; Salo, Jari; Juntunen, Jouni; Kumar, Ashish

doi:10.1016/j.jbusres.2018.07.011

Cited by 37 publications

(38 citation statements)

References 40 publications

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“…Also, individuals’ SBCs played a mediating role in the influence of in-group orientations on psychological distance toward the brand. Findings were consistent with the previous studies showing that individuals consider their in-groups as a reference group when building connections with brands (Cross & Madson, 1997; Song et al, 2017; Tan et al, 2018). As Escalas and Bettman (2003) found, individuals seem to develop strong connections with the brands whose images are consistent with their social groups that are critical to them.…”

Section: Discussionsupporting

confidence: 92%

“…Consumers select brands to maintain and enhance their self-identity and to satisfy their needs for self-expression. When consumers utilize a brand to construct their self-identity, they connect the set of brand associations with their psychological representation of the self (Dwivedi et al, 2014; Escalas, 2004; Krugman, 1965; Song et al, 2017; Tan et al, 2018), which refers to “self-brand connections”. Social identity theory suggests that in the process of forming one’s self-concept, an individual tends to consider his or her social groups and the society he or she belongs to (Cross & Madson, 1997).…”

Section: Literature Reviewmentioning

confidence: 99%

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How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Kim

Sung

Lee

et al. 2020

International Journal of Market Research

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This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.

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Section: Discussionsupporting

confidence: 92%

Section: Literature Reviewmentioning

confidence: 99%

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Kim

Sung

Lee

et al. 2020

International Journal of Market Research

View full text Add to dashboard Cite

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“…A growing body of literature indicates that consumers develop a close relationship with brands (e.g., Fournier, 1998; Fournier & Alvarez, 2012; Grisaffe & Nguyen, 2011; Tan et al, 2018; Thomson et al, 2005). For example, consumers develop an emotional connection with brands and build long‐term relationships with these brands similar to their relationships with other human beings (e.g., Escalas & Bettman, 2003, Malär et al, 2011, Park et al, 2010; Thomson et al, 2005).…”

Section: Introductionmentioning

confidence: 99%

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections

Loh

Gaur²,

Sharma

2021

Psychology and Marketing

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This paper explores the mechanism by which consumers use their self‐brand connections and emotional attachment with brands to cope with the emotional loneliness that may be caused by the absence of intimate relationships with close others. The authors also examine the mediating roles played by nostalgia and materialism on the reinforcement of brand loyalty in this process using a multistage model. An online survey with 456 Malaysians working adults supports all the hypotheses. Specifically, emotional loneliness has positive associations with nostalgia and materialism, both of which mediate the positive associations between emotional loneliness and self‐brand connections. Self‐brand connections also mediate the positive associations of nostalgia and materialism with emotional brand attachment, which in turn mediates the positive association between self‐brand connections and brand loyalty. The authors discuss the theoretical contribution and managerial implications of these findings.

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“…An SBC is recognized as an indispensable component of the brand relationship as it shows the process by which consumers create a strong sense of bonding with a brand (Tan et al , 2018). Consumers perceive that brands feature a broad range of distinct attributes that are consistent with their personalities (Whan Park et al , 2010; Gaustad et al , 2018).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

The role of endorsers in bringing defunct brands back to life: theory and evidence

Gilal

Zhang

et al. 2020

JPBM

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Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life. Design/methodology/approach Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro. Findings Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role. Practical implications The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM. Originality/value To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

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A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

Cited by 37 publications

References 40 publications

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Demystifying the link between emotional loneliness and brand loyalty: Mediating roles of nostalgia, materialism, and self‐brand connections

The role of endorsers in bringing defunct brands back to life: theory and evidence

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