Abstract
Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that, under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.
Original language | English (US) |
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Pages (from-to) | 248-259 |
Number of pages | 12 |
Journal | Journal of Consumer Research |
Volume | 34 |
Issue number | 2 |
DOIs | |
State | Published - Aug 2007 |
All Science Journal Classification (ASJC) codes
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing