Les Cahiers de Recherche - HEC Paris
Consumer reactions to self-expressive brand display
(), David E. Sprott
(), Eric R. Spangenberg
() and David Raska
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.
Keywords: Brand engagement; self-concept; advertising; brand management; (follow links to similar papers)
JEL-Codes: D11; D12; D91; (follow links to similar papers)
36 pages, December 8, 2009
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