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


  • Rares MOCANU

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


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.

Suggested Citation

  • Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy Journal, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
  • Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:387-408

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    References listed on IDEAS

    1. 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, Oxford University Press, vol. 36(1), pages 29-38, 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, Oxford University Press, vol. 13(1), pages 12-24, June.
    3. Holt, Douglas B, 2002. " Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Oxford University Press, vol. 29(1), pages 70-90, June.
    4. Ward, Scott, 1974. " Consumer Socialization," Journal of Consumer Research, Oxford University Press, vol. 1(2), pages 1-14, Se.
    5. 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.
    6. Lisa Ryan & Suzanne Dziurawiec, 2001. "Materialism and Its Relationship to Life Satisfaction," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 55(2), pages 185-197, August.
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