Self-Construal, Reference Groups, and Brand Meaning

Jennifer Edson Escalas, James R. Bettman

Journal of Consumer Research · 2005 · Volume 32 · Issue 3

Abstract

We propose that consumers purchase brands in part to construct their self-concepts 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 consistent with an outgroup have a stronger negative effect on independent versus interdependent consumers. We propose that this differential effect is due to stronger self-differentiation goals for consumers with more independent self-concepts. We also find greater effects for more symbolic than for less symbolic brands.

Keywords

Brand Equity/Extensions, Group/Interpersonal Influences, Self-concept, Symbolic Consumption/Semiotics

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