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

Journal of Consumer Research, Vol. 34, No. 2, pp. 248-259, 2011

12 Pages Posted: 6 Feb 2012

See all articles by Vanitha Swaminathan

Vanitha Swaminathan

University of Pittsburgh

Karen Page Winterich

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration

Zeynep Gurhan-Canli

Koc University

Date Written: February 3, 2012

Abstract

Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer’s relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that,under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.

Keywords: brand relationships, brand evaluation, self-construal, self-concept connection, country-of-origin

Suggested Citation

Swaminathan, Vanitha and Winterich, Karen Page and Gurhan-Canli, Zeynep, 'My' Brand or 'Our' Brand: The Effects of Brand Relationship Dimensions and Self- Construal on Brand Evaluations (February 3, 2012). Journal of Consumer Research, Vol. 34, No. 2, pp. 248-259, 2011, Available at SSRN: https://ssrn.com/abstract=1998773

Vanitha Swaminathan

University of Pittsburgh ( email )

135 N Bellefield Ave
Pittsburgh, PA 15260
United States

Karen Page Winterich (Contact Author)

Pennsylvania State University - Mary Jean and Frank P. Smeal College of Business Administration ( email )

University Park, PA 16802
United States

Zeynep Gurhan-Canli

Koc University ( email )

Rumelifeneri Yolu
34450 Sar?yer
Istanbul, 34450
Turkey

Here is the Coronavirus
related research on SSRN

Paper statistics

Downloads
326
Abstract Views
1,670
rank
100,371
PlumX Metrics