The self and the brand

By Amna Kirmani. 2009

128 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5ac7aad952204b2d1e829a25b070c8a318862a7b

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Citations in the corpus

Brand authenticity: An integrative framework and measurement scale (2013, background): “Brands play an important role in consumers' identity projects (Edson Escalas, 2004; Kirmani, 2009) insofar as consumers rely on brands to express themselves, self-enhance, or self-verify (Aaker, 1999).”
Identity-Based Consumer Behavior (2012, background): “The final objective of this paper is to extend these principles into avenues of future research on identity that hold great promise (see Kirmani, 2009) and that may, in particular, be critical areas of inquiry for research in consumer behavior.”
Multiple endorsers and multiple endorsements: The influence of message repetition, source congruence and involvement on brand attitudes (2012, methodology): “Following Kirmani & Shiv (1998), participants in the high involvement condition were instructed to focus on how good they thought the brands were and what types of characteristics the brands would have, while participants in the low involvement condition were instructed to focus on aspects of the ad”
Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “…research suggests that the strength of such identity-consistent behaviour depends on external and situational factors and more specifically consumers’ cognitive representation (perception and attribution) of those factors (Aquino et al., 2009; Hardy and Carlo, 2005; Kirmani, 2009; Oyserman, 2009).”
Brands as Relationship Partners: Warmth, Competence, and In-Between (2012, unknown): “An extensive and vibrant stream of research that can only be briefly referred to in this commentary has dealt with the identity relevance of brands (Belk, 1988; Escalas & Bettman, 2005; Fournier, 1998; Kirmani, 2009; Sirgy, 1982).”
Identity‐based motivation and consumer behavior (2009, background): “As noted in each of the commentaries (Aaker & Akutsu, 2009; Kirmani, 2009; Shavitt et al., 2009), the identity-based motivation model thus provides a unified framework that offers some novel insights on identity-driven processes and their outcomes.”
The consumer psychology of brands (2012, background): “A brand may also be used to displays the self to others (“I buy a Jeep to show to others that I am tough”) (Kirmani, 2009).”
Use does not wear ragged the fabric of friendship: Thinking of objects as alive makes people less willing to replace them (2010, background): “In addition to changing perceptions of the product itself, shifting attention to relational features of the product may also change the effect of owning a product on a consumer's sense of self (Belk, 1988; Kirmani, 2009).”