Advanced Search
MyIDEAS: Login to save this article or follow this journal

Brand Image as a Function of Self-Image and Self-Brand Connection

Contents:

Author Info

  • Rares MOCANU

    ()
    (College of Management, National University of Political Studies and Public Administration)

Registered author(s):

    Abstract

    This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970) considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197) studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set. The present study goes beyond Gardner's research to show why such attitudes exist as they relate to brand consumption and self-image. Erickson and Johansson (1985) also investigated product evaluations, with an analysis of surveyed beliefs, attitudes, and intentions regarding fashion brands. They concluded that price is not a significant determinant of overall attitude. This study inquires whether brand attitudes and beliefs correlate with purchase behavior in the form of self-brand connection.

    Download Info

    If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
    File URL: http://managementdynamics.ro/index.php/journal/article/download/37/29
    Download Restriction: no

    File URL: http://managementdynamics.ro/index.php/journal/article/view/37/29
    Download Restriction: no

    Bibliographic Info

    Article provided by College of Management, National University of Political Studies and Public Administration in its journal Management Dynamics in the Knowledge Economy.

    Volume (Year): 1 (2013)
    Issue (Month): 3 (December)
    Pages: 387-408

    as in new window
    Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:387-408

    Contact details of provider:
    Phone: +40-372.177.141
    Fax: +40-21.317.7007
    Email:
    Web page: http://www.facultateademanagement.ro/
    More information through EDIRC

    Related research

    Keywords: Brand Image Self-image congruence; clothing; consumption; socialization agents; brands; self-brand connection; Consumer-brand relationship;

    References

    References listed on IDEAS
    Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
    as in new window
    1. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, University of Chicago Press, vol. 29(1), pages 70-90, June.
    2. Mitchell, Andrew A, 1986. " The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, University of Chicago Press, vol. 13(1), pages 12-24, June.
    3. Dittmar, Helga & Pepper, Lucy, 1994. "To have is to be: Materialism and person perception in working-class and middle-class British adolescents," Journal of Economic Psychology, Elsevier, vol. 15(2), pages 233-251, June.
    4. Rosellina Ferraro & James R. Bettman & Tanya L. Chartrand, 2009. "The Power of Strangers: The Effect of Incidental Consumer Brand Encounters on Brand Choice," Journal of Consumer Research, University of Chicago Press, vol. 35(5), pages 729-741, 09.
    5. Lisa Ryan & Suzanne Dziurawiec, 2001. "Materialism and Its Relationship to Life Satisfaction," Social Indicators Research, Springer, vol. 55(2), pages 185-197, August.
    6. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, University of Chicago Press, vol. 32(3), pages 378-389, December.
    7. Grinne M. Fitzsimons & Tanya L. Chartrand & Gavan J. Fitzsimons, 2008. "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"," Journal of Consumer Research, University of Chicago Press, vol. 35(1), pages 21-35, 03.
    8. Erickson, Gary M & Johansson, Johny K, 1985. " The Role of Price in Multi-attribute Product Evaluations," Journal of Consumer Research, University of Chicago Press, vol. 12(2), pages 195-99, September.
    9. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, University of Chicago Press, vol. 36(1), pages 1-16, 06.
    10. Leilei Gao & S. Christian Wheeler & Baba Shiv, 2009. "The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence," Journal of Consumer Research, University of Chicago Press, vol. 36(1), pages 29-38, 06.
    11. Derek D. Rucker & Adam D. Galinsky, 2008. "Desire to Acquire: Powerlessness and Compensatory Consumption," Journal of Consumer Research, University of Chicago Press, vol. 35(2), pages 257-267, 04.
    12. Ward, Scott, 1974. " Consumer Socialization," Journal of Consumer Research, University of Chicago Press, vol. 1(2), pages 1-14, Se.
    Full references (including those not matched with items on IDEAS)

    Citations

    Lists

    This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

    Statistics

    Access and download statistics

    Corrections

    When requesting a correction, please mention this item's handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:387-408. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Cristian-Mihai VIDU).

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If references are entirely missing, you can add them using this form.

    If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.