IDEAS home Printed from https://ideas.repec.org/a/nup/jrmdke/v1y2013i3p387-408.html
   My bibliography  Save this article

Brand Image as a Function of Self-Image and Self-Brand Connection

Author

Listed:
  • Rares MOCANU

    (College of Management, National University of Political Studies and Public Administration)

Abstract

This study investigates how brand image relates to self-image and how brand consumption contributes to the construction of self. Most of the research on brand image refers to brand attitudes. Day (1970) considers attitudes "a central integrating feature” in marketing theory and advertising evaluation. Gardner (1985, p.197) studied differences in brand attitudes as they relate to advertisements, finding attitude toward an advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set. The present study goes beyond Gardner's research to show why such attitudes exist as they relate to brand consumption and self-image. Erickson and Johansson (1985) also investigated product evaluations, with an analysis of surveyed beliefs, attitudes, and intentions regarding fashion brands. They concluded that price is not a significant determinant of overall attitude. This study inquires whether brand attitudes and beliefs correlate with purchase behavior in the form of self-brand connection.

Suggested Citation

  • Rares MOCANU, 2013. "Brand Image as a Function of Self-Image and Self-Brand Connection," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 1(3), pages 387-408, December.
    • Handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:387-408
    as

    Download full text from publisher

    File URL: http://managementdynamics.ro/index.php/journal/article/download/37/29
    Download Restriction: no
    File URL: http://managementdynamics.ro/index.php/journal/article/view/37/29
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Richins, Marsha L, 1991. "Social Comparison and the Idealized Images of Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 71-83, June.
    2. Richins, Marsha L & Dawson, Scott, 1992. "A Consumer Values Orientation for Materialism and Its Measurement: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 303-316, December.
    3. Leilei Gao & S. Christian Wheeler & Baba Shiv, 2009. "The "Shaken Self": Product Choices as a Means of Restoring Self-View Confidence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 29-38, June.
    4. 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, Journal of Consumer Research Inc., vol. 35(5), pages 729-741, September.
    5. John, Deborah Roedder, 1999. "Consumer Socialization of Children: A Retrospective Look at Twenty-Five Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 183-213, December.
    6. Mitchell, Andrew A, 1986. "The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude toward the Advertisement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 12-24, June.
    7. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    8. Aric Rindfleisch & James E. Burroughs & Nancy Wong, 2009. "The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(1), pages 1-16, June.
    9. Grinne M. Fitzsimons & Tanya L. Chartrand & Gavan J. Fitzsimons, 2008. "Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different"," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(1), pages 21-35, March.
    10. Holt, Douglas B, 2002. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 70-90, June.
    11. Derek D. Rucker & Adam D. Galinsky, 2008. "Desire to Acquire: Powerlessness and Compensatory Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(2), pages 257-267, April.
    12. Ward, Scott, 1974. "Consumer Socialization," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 1(2), pages 1-14, Se.
    13. Dittmar, Helga & Pepper, Lucy, 1994. "To have is to be: Materialism and person perception in working-class and middle-class British adolescents," Journal of Economic Psychology, Elsevier, vol. 15(2), pages 233-251, June.
    14. Lisa Ryan & Suzanne Dziurawiec, 2001. "Materialism and Its Relationship to Life Satisfaction," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 55(2), pages 185-197, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jaspers, Esther, 2018. "Opening up on consumer materialism," Other publications TiSEM a21cb1c8-5af1-46cc-9ea0-a, Tilburg University, School of Economics and Management.
    2. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    3. Liselot Hudders & Mario Pandelaere, 2012. "The Silver Lining of Materialism: The Impact of Luxury Consumption on Subjective Well-Being," Journal of Happiness Studies, Springer, vol. 13(3), pages 411-437, June.
    4. Zsótér, Boglárka & Nagy, Péter, 2012. "Our Everyday Emotions and Finances – The role money-related attitudes and materialistic orienta-tion play in developing financial culture," Public Finance Quarterly, Corvinus University of Budapest, vol. 57(3), pages 286-297.
    5. Elodie Gentina & L. J. Shrum & Tina M. Lowrey & Scott J. Vitell & Gregory M. Rose, 2018. "An Integrative Model of the Influence of Parental and Peer Support on Consumer Ethical Beliefs: The Mediating Role of Self-Esteem, Power, and Materialism," Journal of Business Ethics, Springer, vol. 150(4), pages 1173-1186, July.
    6. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    7. Alden, Dana L. & Kelley, James B. & Youn, James B. & Chen, Qimei, 2016. "Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the U.S., China, and South Korea," Journal of Business Research, Elsevier, vol. 69(12), pages 5909-5916.
    8. Clinton Gudmunson & Sharon Danes, 2011. "Family Financial Socialization: Theory and Critical Review," Journal of Family and Economic Issues, Springer, vol. 32(4), pages 644-667, December.
    9. Oliver Büttner & Arnd Florack & Benjamin Serfas, 2014. "A Dual-Step and Dual-Process Model of Advertising Effects: Implications for Reducing the Negative Impact of Advertising on Children's Consumption Behaviour," Journal of Consumer Policy, Springer, vol. 37(2), pages 161-182, June.
    10. Samuel Guillemot, 2018. "Intergenerational transmission in consumer behaviour: An integrative conceptual framework and future research directions," Post-Print hal-02466675, HAL.
    11. Srðan Šapiæ & Milan Kociæ & Jovana Filipoviæ, 2018. "Brand and consumer characteristics as drivers of behaviour towards global and local brands," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 36(2), pages 619-645.
    12. Sandra Awanis & Bodo B Schlegelmilch & Charles Chi Cui, 2017. "Asia’s materialists: Reconciling collectivism and materialism," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 48(8), pages 964-991, October.
    13. Wang, Wangshuai & Yi, Yanxi & Li, Jie & Sun, Gong & Zhang, Mo, 2022. "Lighting up the dark: How the scarcity of childhood resources leads to preferences for bright stimuli," Journal of Business Research, Elsevier, vol. 139(C), pages 1155-1164.
    14. Cagri Yalkin & Richard Rosenbaum-Elliott, 2014. "Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 301-331, June.
    15. Liu, Richie L. & Sprott, David E. & Spangenberg, Eric R. & Czellar, Sandor & Voss, Kevin E., 2018. "Consumer preference for national vs. private brands: The influence of brand engagement and self-concept threat," Journal of Retailing and Consumer Services, Elsevier, vol. 41(C), pages 90-100.
    16. Juan Francisco Dávila & Mònica Casabayó & Jatinder Jit Singh, 2017. "A World beyond Family: How External Factors Impact the Level of Materialism in Children," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 162-182, March.
    17. F. Ziesemer & A. Hüttel & I. Balderjahn, 2021. "Young People as Drivers or Inhibitors of the Sustainability Movement: The Case of Anti-Consumption," Journal of Consumer Policy, Springer, vol. 44(3), pages 427-453, September.
    18. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    19. Danielle J Brick & Gràinne M Fitzsimons & Tanya L Chartrand & Gavan J Fitzsimons & Gita JoharEditor & Sharon ShavittAssociate Editor, 2018. "Coke vs. Pepsi: Brand Compatibility, Relationship Power, and Life Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 991-1014.
    20. Hogg, Margaret K. & Banister, Emma N. & Stephenson, Christopher A., 2009. "Mapping symbolic (anti-) consumption," Journal of Business Research, Elsevier, vol. 62(2), pages 148-159, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:nup:jrmdke:v:1:y:2013:i:3:p:387-408. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Cristian-Mihai VIDU (email available below). General contact details of provider: https://edirc.repec.org/data/fmsnsro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.