AbstractRecent 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.
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Bibliographic InfoPaper provided by HEC Paris in its series Les Cahiers de Recherche with number 837.
Length: 38 pages
Date of creation: 13 Jun 2006
Date of revision:
brand; consumer behaviour; brand-extended self-construal; consumer tendency;
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- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
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