Dressing your soul: The role of brand engagement in self-concept

Abstract

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested. Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals' propensity to include brands in their definition of themselves. The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.

Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands

“…This study proposes BESC, which lies in the emotional category of consequences. BESC refers to a close relationship of a brand with its consumers, which represents a positive emotion generated by the brand (Mazzoli et al , 2019). Brand affect is also proposed in this category because it is one dominant dimension of mood (Böttger et al , 2017).…”

Brand Engagement in Self Concept Pada Pembelian Fashion Muslim Generasi Z Di Jawa Tengah

“…Selain itu industri fashion muslim juga bisa menjadi lebih rumit karena melibatkan hukum syariah dalam pembuatan strategi pemasarannya (Zainudin et al, 2020). Mazzoli et al (2020) menyatakan bahwa merek pakaian dan Fashion dikonsumsi bukan hanya karena manfaat fungsionalnya akan tetapi juga sebagai simbol identitas diri yang dapat mengungkapkan berbagai informasi sosial. Industri fashion tidak boleh diabaikan karena konsumen percaya bahwa konsumsi pada produk fashion dan keyakinan agama tidak boleh dipisahkan (R. L. Liu & Minton, 2018).. Merek semakin mencari cara untuk mengkomunikasikan sistem nilai-nilai inti produk mereka salah satunya adalah dari nilai keyakinan agama.…”

“…Ketika konsumen terlibat dalam konsumsi, mereka menggunakan produk tersebut untuk mengekspresikan ingin menjadi siapa dan mengkomunikasikan ekspresi diri mereka yang sebenarnya (C. Liu & Hogg, 2018). Fenomena inilah yang dalam literatur dikenal dengan BESC dimana ide ini masih relatif baru dan kurang mendapatkan perhatian Mazzoli et al, 2020). Konsumen dengan BESC yang tinggi akan menunjukkan ikatan merek yang lebih baik, cenderung lebih memperhatikan merek, memiliki kemauan yang lebih tinggi untuk menunggu dan membayar suatu merek (Sprott et al, 2009).…”

‘I wanna be sustainable, but I don't wanna show it!’: The effect of sustainability cues on young adult consumers' preferences

“…Consumption decisions involving fashion items are strongly driven not only by the functional benefits associated with a product but also by the symbolic features that the product possesses (Cox & Dittmar, 1995; Kang & Kim, 2013). Fashion represents a tool for self‐definition (Mazzoli et al, 2019), as it enables individuals to control the way that they present themselves to others (Peluchette et al, 2006). Accordingly, fashion helps individuals manage their identity (Borau et al, 2021) and express a range of social information (McNeill & Venter, 2019).…”