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Consumer reactions to self-expressive brand display

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Author Info

  • Czellar, Sandor

    ()

  • Sprott, David E.

    ()

  • Spangenberg, Eric R.

    ()

  • Raska, David

    ()

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    Abstract

    Brand names and other brand elements are often displayed on one’s body or clothes for the purpose of personal value expression. Despite the frequency of such brand displays in the marketplace, we know little about how consumers respond to seeing brands in this fashion. A recent view of consumer brand identification—the concept of brand engagement in self-concept (BESC)—provides a unique perspective from which to explore how consumers react when see-ing brands displayed by others. Across three experiments, we demonstrate a consistent pattern of findings indicating that consumers’ reactions to others ostentatiously displaying brands as means of value expression are strongest for those with high BESC levels and with a high value focus during brand exposure. The research highlights important variations in consumers’ responses to self-expressive brand stimuli associated with others; implications for branding practice and re-search are provided.

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    File URL: http://www.hec.fr/var/fre/storage/original/application/517eefb190f8fffd8d847f1e5f607943.pdf
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    Bibliographic Info

    Paper provided by HEC Paris in its series Les Cahiers de Recherche with number 918.

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    Length: 36 pages
    Date of creation: 08 Dec 2009
    Date of revision:
    Handle: RePEc:ebg:heccah:0918

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    Postal: HEC Paris, 78351 Jouy-en-Josas cedex, France
    Web page: http://www.hec.fr/
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    Related research

    Keywords: Brand engagement; self-concept; advertising; brand management;

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    1. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 32(3), pages 378-389, December.
    2. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 24(4), pages 343-73, March.
    3. Kelly Tian & Russell W. Belk, 2005. "Extended Self and Possessions in the Workplace," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 32(2), pages 297-310, 09.
    4. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 27(4), pages 412-32, March.
    5. 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, University of Chicago Press, vol. 35(5), pages 729-741, 09.
    6. Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 32(1), pages 119-129, 06.
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