IDEAS home Printed from https://ideas.repec.org/p/ebg/heccah/0837.html
   My bibliography  Save this paper

Brand-extended self-construal

Author

Listed:
  • Czellar, Sandor
  • Sprott, David E.
  • Spangenberg, Eric R.

Abstract

Recent research suggests consumers view brands anthropomorphically and often form self-connections with a particular brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such connections. In the current research, we conceptualize Brand-Extended Self-Construal (BESC) as the propensity for a consumer to include important brands as part of the self-concept. After developing a reliable and valid measure of the construct, we provide experimental evidence for the value of BESC as a consumer tendency. In a series of studies we show that a consumer's generalized tendency to form connections with brands meaningfully influences important aspects of brand attitudes and loyalty. Implications for brand management and future research regarding BESC are provided.

Suggested Citation

  • Czellar, Sandor & Sprott, David E. & Spangenberg, Eric R., 2006. "Brand-extended self-construal," HEC Research Papers Series 837, HEC Paris.
  • Handle: RePEc:ebg:heccah:0837
    as

    Download full text from publisher

    File URL: http://www.hec.fr/var/fre/storage/original/application/43d197b139ec77569dd6f34a3165db0b.pdf
    Download Restriction: no
    ---><---

    More about this item

    Keywords

    brand; consumer behaviour; brand-extended self-construal; consumer tendency;
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ebg:heccah:0837. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Antoine Haldemann (email available below). General contact details of provider: https://edirc.repec.org/data/hecpafr.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.