Self-Brand Connections: Motivations, Origins, and Outcomes

Abstract

We present a framework synthesizing motivations, origins, and outcomes of self-brand connections (SBC), defined as the degree to which the consumer has incorporated the brand into the self-concept. When consumers incorporate a brand into their identity, the brand is categorized as part of the self, such that brand associations are linked to mental representations of the self, and consumers develop a sense of oneness with the brand.<p>

<p>We propose that SBCs can be motivated by both self-verification and self-enhancement goals, i.e., consumers can use brand connections to verify who they are and/or to signal who they want to be. Further, the origins of SBCs can be the values and associations reflected by a brand (symbolic SBC), as well as idiosyncratic autobiographical memories involving the brand (experiential SBC). Finally, a high degree of SBC can lead to positive brand outcomes such as pro-brand consumer behaviors (loyalty, positive word of mouth, willingness to pay a price premium, and more) and serve as a buffer against negativity (scandals, transgressions, and other undesirable brand exposure), but also foster managerial reluctance to change and innovation in fear of negative consumer responses. For consumers, SBCs can be instruments for self-construal and identity signaling by signaling prestige, affiliation, and/or divergence. Based on this framework, we propose directions for future research on SBCs.