“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations
Vanitha Swaminathan, Karen L. Page, Zeynep Gürhan-Canli
Journal of Consumer Research · 2007 · Volume 34 · Issue 2
Abstract
Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that, under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.
Keywords
Attitudes, Brand Equity/Extensions, Cross-Cultural Research, Persuasion, Self-concept
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