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Consumer reactions to self-expressive brand display


  • Czellar, Sandor


  • Sprott, David E.


  • Spangenberg, Eric R.


  • Raska, David



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.

Suggested Citation

  • Czellar, Sandor & Sprott, David E. & Spangenberg, Eric R. & Raska, David, 2009. "Consumer reactions to self-expressive brand display," Les Cahiers de Recherche 918, HEC Paris.
  • Handle: RePEc:ebg:heccah:0918

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    References listed on IDEAS

    1. Fournier, Susan, 1998. " Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Oxford University Press, vol. 24(4), pages 343-373, March.
    2. 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, Oxford University Press, vol. 35(5), pages 729-741, September.
    3. Kelly Tian & Russell W. Belk, 2005. "Extended Self and Possessions in the Workplace," Journal of Consumer Research, Oxford University Press, vol. 32(2), pages 297-310, September.
    4. Muniz, Albert M, Jr & O'Guinn, Thomas C, 2001. " Brand Community," Journal of Consumer Research, Oxford University Press, vol. 27(4), pages 412-432, March.
    5. Lan Nguyen Chaplin & Deborah Roedder John, 2005. "The Development of Self-Brand Connections in Children and Adolescents," Journal of Consumer Research, Oxford University Press, vol. 32(1), pages 119-129, June.
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    More about this item


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

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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