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Consumer reactions to self-expressive brand display

Author

Listed:
  • Czellar, Sandor
  • Sprott, David E.
  • Spangenberg, Eric R.
  • Raska, David

Abstract

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," HEC Research Papers Series 918, HEC Paris.
    • Handle: RePEc:ebg:heccah:0918
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    References listed on IDEAS

    as
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    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Olga Nechaeva & Valentina Mazzoli & Raffaele Donvito, 2023. "Brand engagement into self-concept and culture: a literature review for a future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 414-431, September.

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    More about this item

    Keywords

    Brand engagement; self-concept; advertising; brand management;
    All these keywords.

    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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