Self‐Construal, Reference Groups, and Brand Meaning

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Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm (2012, background): “Consumer Identification The concept of identification, which originated within the areas of social psychology and organizational behavior, satisfies consumers’ self-definitional needs (Bhattacharya and Sen 2003) as well as social identity needs (Escalas and Bettman 2005).”
Conceptualization of a holistic brand image measure for fashion-related brands (2015, background): “The brand image of a fashion product is particularly important to consumers because they use its rich symbolic meaning to express self-identity (Bearden and Etzel, 1982; Escalas and Bettman, 2005).”
Exploring consumer‐brand relationship quality and identification (2012, background): “Consumers construct their self-identity and present themselves to others through their brand choices based on the congruency between brand-user associations and self-image associations (Escalas and Bettman, 2005).”
Mapping symbolic (anti-) consumption (2009, background): “…Buhl, 1992)Consumer/group Product/group Group processes (Bearden and Etzel, 1982; Childers and Rao, 1992; Escalas, 2004; Escalas and Bettman, 2003; Escalas and Bettman, 2005; John, 1999; Moore and Lutz, 1988; White and Dahl, 2006) Subordinate (Micro) Individual components in (anti-)…”
When Brand Personality Matters: The Moderating Role of Attachment Styles (2009, neutral): “DOI: 10.1086/593948”