Using differentiated brands to deflect exclusion and protect inclusion: The moderating role of self-esteem on attachment to differentiated brands

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Better or Different? How Political Ideology Shapes Preferences for Differentiation in the Social Hierarchy (2018, background): “It is possible that manipulating hierarchy legitimacy changes some people’s ideological positions along the economic dimension (which addresses economic distribution and fairness), but not along the social dimension (which tackles social life and values) (Everett 2013).”
Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Dommer et al. (2013) find that, when low self-esteem consumers feel socially included, they develop stronger attachments to brands that reflect status or superiority within a group. In contrast, social exclusion leads low self-esteem consumers to develop stronger attachments to brands that reflect t”
Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses (2018, background): “Consumers use brands, publicly and privately, to create and express their desired selfimages (Choi, Yoon, and Lacey 2013; Dommer, Swaminathan, and Ahluwalia 2013; Escalas and Bettman 2003).”