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Brand-Extended Self-Construal

Author

Listed:
  • Sandor Czellar

    (GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique)

  • E. R. Spangenberg
  • D. E. Sprott

Abstract

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.

Suggested Citation

  • Sandor Czellar & E. R. Spangenberg & D. E. Sprott, 2006. "Brand-Extended Self-Construal," Post-Print halshs-00125679, HAL.
    • Handle: RePEc:hal:journl:halshs-00125679
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    Keywords

    Brand-Extended; Self-Construal;

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