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Brand-extended self-construal


  • Czellar, Sandor


  • Sprott, David E.


  • Spangenberg, Eric R.



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," Les Cahiers de Recherche 837, HEC Paris.
  • Handle: RePEc:ebg:heccah:0837

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    References listed on IDEAS

    1. John Seely Brown & Paul Duguid, 2001. "Knowledge and Organization: A Social-Practice Perspective," Organization Science, INFORMS, vol. 12(2), pages 198-213, April.
    2. Bertrand Moingeon & E. Metais, 2001. "Management de l'innovation : le "learning mix"," Post-Print hal-00465867, HAL.
    3. Goh, Swee & Richards, Gregory, 1997. "Benchmarking the learning capability of organizations," European Management Journal, Elsevier, vol. 15(5), pages 575-583, October.
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    More about this item


    brand; consumer behaviour; brand-extended self-construal; consumer tendency;

    JEL classification:

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

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