English, Article, Journal or magazine article edition: Brand-extended self-construal Czellar, Sandor; Sprott, David E.; Spangenberg, Eric R.

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Bookmark: http://trove.nla.gov.au/version/23109
Physical Description
  • preprint
Language
  • English

Edition details

Title
  • Brand-extended self-construal
Author
  • Czellar, Sandor
  • Sprott, David E.
  • Spangenberg, Eric R.
Physical Description
  • preprint
Notes
  • 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.
  • brand; consumer behaviour; brand-extended self-construal; consumer tendency
  • RePEc:ebg:heccah:0837
Language
  • English
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