This research examines whether various forms of brand associations—overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)—are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since independents emphasize the “traitedness” of behavior and tend to focus on attributes of objects, brand belief...

This study examined the extent to which individuals used their self-concepts to determine brand preference. It was predicted that individuals would prefer brands with images congruent with their own self-image more than brands’ images inconsistent with their self-image. The study also predicted that others would influence consumers’ brand preference, and participants would prefer brands consona...

Social commerce enables companies to promote their brands and products on online social platforms. Companies can, for instance, create brand pages on social networking sites to develop consumer–brand relationships. In such circumstances, how to build consumers’ brand loyalty becomes a critical concern. To address this, we draw upon the relationship quality perspective to suggest that brand loya...

In spite the significance of consumer engagement that scholars have recognized, there is a gap in understanding influencing factors social networking behaviors. light identity theory, this study considered susceptibility to interpersonal influence (SIPI) and self-expressive brands (SEBs) on Data from our research demonstrated SEBs SIPI were positively related brand attachment, which also impact...

Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into t...

Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropo...

Self-endorsing—the portrayal of potential consumers using products—is a novel advertising strategy made possible by the development of virtual environments. Three experiments compared self-endorsing to endorsing by an unfamiliar other. In Experiment 1, self-endorsing in online advertisements led to higher brand attitude and purchase intention than other-endorsing. Moreover, photographs were a m...

the purpose of this study is to develop a brand equity model for isfahan as a tourism destination. the statistical population of this study consists of the inbound tourists who have traveled to isfahan in november 2013. a sample of 200 tourists has been selected from this population. a self-administrated questionnaire has been used for collecting the research data. in order to analyze the resea...

The present study aims to investigate the effect of ideal self-congruence, brand attachment and some personality factors on the negative behaviors of consumers such as compulsive buying, anti-brand actions, and trash talking. The research population was comprised of customers of four IT service brands including Samsung, HP, Sony, and Apple in Iran. Structural equation modeling approach and PLS ...