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.
38 pages, June 13, 2006
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