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HEC Paris. Research Department Les Cahiers de Recherche - HEC Paris

No 837:
Brand-extended self-construal

Sandor Czellar (), David E. Sprott () and Eric R. Spangenberg ()

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.

Keywords: brand; consumer behaviour; brand-extended self-construal; consumer tendency; (follow links to similar papers)

JEL-Codes: D12; (follow links to similar papers)

38 pages, June 13, 2006

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