'My' Brand or 'Our' Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations

By Vanitha Swaminathan, Karen Page, Zeynep Gürhan‐Canli. 2007

571 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/77dd33612058c63d5ea36e01d4aacaccc36fc2a1

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

In Organizational Behavior and Human Resource Management

In Social Psychology

Citations in the corpus

Using differentiated brands to deflect exclusion and protect inclusion: The moderating role of self-esteem on attachment to differentiated brands (2013, background): “DOI: 10.1086/671763”
When Brand Personality Matters: The Moderating Role of Attachment Styles (2009, background): “The target category chosen was athletic shoes because it is a product relevant to the target population (i.e., undergraduate students) and has been used extensively in previous branding research (Ahluwalia, Burnkrant, and Unnava 2000; Swaminathan et al. 2007).”
The Influence of Relationship Quality on Sport Consumption Behaviors: An Empirical Examination of the Relationship Quality Framework (2011, background): “Self-connection has been identified as a critical component of relationship quality (Smit et al., 2007; Swaminathan et al., 2007; Thorbjørnsen et al., 2002).”
What type of relationship do we have with loved brands (2014, background): “Finally, numerous brand relationship (Swaminathan et al., 2007) and brand love studies also use students samples (Batra et al.”
Who “Likes” You … and Why? A Typology of Facebook Fans (2014, background): “…the influence of self-congruity on brand affect (Mazodier and Merunka, 2012), the relationship between the brand and the self-image (Albert, Merunka, and Valette-Florence, 2008), and the relationship between self-concept connections and brand attachment (Swaminathan, Page, and Gurhan-Canli, 2007).”
Connected consumers' responses to negative brand actions: The roles of transgression self-relevance and domain (2014, background): “…work on brand transgressions tends to focus on general negative publicity (Ahluwalia et al., 2000, 2001; Cheng et al., 2012; Lisjak et al., 2012; Swaminathan et al., 2007) that the consumer may or may not perceive as self-relevant (e.g., poor product performance ratings for a brand's fictitious…”