Journal articles: 'Brand-Self Connection'

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Billa, Fathurrazi Ammana, Evo Sampetua Hariandja, Ray Arvin Febrianto, and Rini Yovita Moktar. "HUBUNGAN ANTARA BRAND CREDIBILITY, WORD OF MOUTH, DAN ELECTRONIC WORD OF MOUTH: PERAN MEDIASI BRAND-SELF CONNECTION DAN BRAND-SOCIAL CONNECTION." Ultima Management : Jurnal Ilmu Manajemen 12, no. 2 (December 28, 2020): 210–32. http://dx.doi.org/10.31937/manajemen.v12i2.1711.

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This study was conducted to analyze the relationship between Brand Credibility, Word of Mouth, and Electronic Word of Mouth mediated by Brand-Self Connection and Brand-Social Connection to the Netflix brand in the Greater Jakarta area and generation Z. This study uses a quantitative approach with data collection through google forms. The data used in this study consisted of 32 indicators and the number of respondents in this study were 320 respondents who were Netflix customers in Jabodetabek. Data analysis uses AMOS-SEM version 24. The results of this study indicate that brand credibility has a positive relationshipwith brand-self connection; brand credibility does not have a positive relationship with brand-social connections; brand-self connection has a positive relationship with brand-social connection; brand-social connections have a positive relationship with word of mouth; brand credibility has a positive relationship with word of mouth mediated by brand-self connection and brand-social connection; brand-social connections have a positive relationship with electronic word of mouth; brand credibility has a positive relationship with electronic word of mouth mediated by brand-self connection and brand-social connection; and brandcredibility has a positive relationship with brand-self connections that are moderated by a brand experience memorial. Key Words: Brand Credibility, WOM, e-WOM, Brand-self Connection, Brand-SocialConnection, Memorial Brand Experience

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van der Westhuizen, Liezl-Marié. "Brand loyalty: exploring self-brand connection and brand experience." Journal of Product & Brand Management 27, no. 2 (March 12, 2018): 172–84. http://dx.doi.org/10.1108/jpbm-07-2016-1281.

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Dwivedi, Abhishek, Lester W. Johnson, and Robert E. McDonald. "Celebrity endorsement, self-brand connection and consumer-based brand equity." Journal of Product & Brand Management 24, no. 5 (August 17, 2015): 449–61. http://dx.doi.org/10.1108/jpbm-10-2014-0722.

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Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections as a partial mediator of the effect of endorser credibility on endorsed brand equity. Design/methodology/approach – A cross-sectional survey of 382 consumers of sports drinks in the USA was conducted to estimate the conceptual model. Stimuli, devised on the basis of a pre-test, involved celebrity–brand pairings in the context of the US non-aseptic sports drinks industry. Structural equation modeling is used as the analytic tool. Findings – The research model is empirically supported. Celebrity endorsements impact endorsed brand equity via two pathways. First, a direct effect of endorser credibility on endorsed brand equity was observed, which is positively moderated by the degree of consumer-perceived endorser–brand congruence. Second, self-brand connection partly mediates the effect of endorser credibility on endorsed brand equity, supporting an indirect mechanism of brand equity enhancement. Practical implications – Managers can now consider using celebrities as tools to develop meaningful self-concept-related connections with consumers. Additionally, the results of this study support for the use of celebrity endorsers as direct brand equity-enhancing tools. Originality/value – This study is among pioneering investigations that examine the self-concept repercussions of celebrity endorsements, suggesting that celebrity endorsers possess the ability to engage with consumers at the self-concept level, in turn, impacting endorsed brand equity. Additionally, this paper examines the direct and indirect mechanisms by which celebrities influence consumer-based brand equity of the endorsed brand.

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Takaya, Rowlan. "EFFECT OF ENDORSER CREDIBILITY, BRAND CREDIBILITY, SELF-BRAND CONNECTION ON BRAND EQUITY." Business and Entrepreneurial Review 18, no. 2 (August 20, 2019): 115. http://dx.doi.org/10.25105/ber.v18i2.5309.

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Purpose – The purpose of this research was to study the impact of endorser credibility, brand credibility, self-brand connection on endorsed brand equity of the endorsed brand.Design/methodology/approach - The analytical method using Amos 24 and Structural Equation Modeling (SEM) to analyze the questionnaire data in Jakarta. There are 417 eligible questionnaires were analyzed.Findings – To study the effect of endorser credibility on brand credibility, endorser credibility to brand equity, brand credibility to brand equity, endorser credibility to self-brand connection and self brand connetion to brand equity.Research limitation – The research was based in this study using college student customer of Vivo Smartphone at Jakarta as a research object.Research implication – Managers can consider using celebrities as a tool to develop meaningful connectivity connections with consumers. The results of this study support the use of celebrity endorsers as a means of increasing brand equity directly.Originality/value – This study examines the impact of celebrity endorsers in delivering, influencing, and depicting the product significantly so that consumers buy the product, so that the target marketing made through the endoser can be achieved.

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Palazon, Mariola, Elena Delgado-Ballester, and Maria Sicilia. "Fostering brand love in Facebook brand pages." Online Information Review 43, no. 5 (September 9, 2019): 710–27. http://dx.doi.org/10.1108/oir-05-2017-0175.

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Purpose The purpose of this paper is to analyze how brand love is built in the context of brand pages by proposing a model in which brand love depends on relationships ties with other brand consumers (sense of brand community) and with the brand itself (self–brand connection). Design/methodology/approach Information was collected from a sample of 559 members of the community of a well-known baby food brand on Facebook. Data were collected through an online questionnaire sent by the company. Findings Results suggest that both sense of brand community and self–brand connection foster brand love and that self–brand connection exerts a mediating role between sense of brand community and brand love. Furthermore, the effect of brand community on brand love is conditioned by a personal trait of individuals such as brand engagement in self-concept. In addition, this study identifies a new consequence of brand love not previously analyzed in the literature: brand equity. Research limitations/implications A potential shortcoming is the product category analyzed and that the length of membership was not controlled and it may be a moderator between participation and community consequences. Practical implications The key implications are the importance of nurturing relationship ties among brand users and building self–brand connections on brand pages as precursors of brand love. Originality/value The study offers empirical evidence about the mechanism through which brand love is formed on social-media platforms such as Facebook. Furthermore, the authors have demonstrated the relationship between brand love and brand equity, which had not been examined yet in the literature.

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PALENTINA, PEBI, and KLEMENS WEDANAJI PRASASTYO. "PENGARUH CELEBRITY ENDORSER’S CREDIBILITY TERHADAP SELF-BRAND CONNECTION DAN BRAND EVALUATION." Jurnal Bisnis dan Akuntansi 19, no. 2 (May 8, 2018): 271–84. http://dx.doi.org/10.34208/jba.v19i2.279.

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The purpose of this research is to know the impact of a celebrity endorsement’s credibility on a consumer self-brand connection and brand evaluation. In addition, it is also to testify the moderation on self-brand connection and brand evaluation. The technique uses Structural Equation Modelling along with AMOS 22 and purposive sampling. The results are celebrity endorser’s credibility impacts on self-brand connection and endorser brand fit moderates the relationship between them. However, celebrity endorser’s credibility and self-brand connection doesn’t impact on brand evaluation and there is no moderation between celebrity endorser’s credibility and brand evaluation.

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Agusthera, Devi Dwi, Theresia Militina, and Saida Zainurrosalmia ZA. "The Effect Of Brand Identification And Self-Concept Connection On Brand Love And Its Implications For Brand Loyalty." Primanomics : Jurnal Ekonomi & Bisnis 19, no. 1 (January 4, 2021): 20. http://dx.doi.org/10.31253/pe.v19i1.502.

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This study aims to analyze and find out Brand Identification, Self-Concept Connection, Brand Love and Brand Loyalty for iPhone brand Smartphone users in Samarinda. The background of this research refers to the relationship between Brand Identification and Self-Concept Connection that is woven by the iPhone Brand with its users. Besides seeing how the Brand Identification and Self-Concept Connection formed the Brand Love and Brand Loyalty iPhone smartphone users in Samarinda. Brand Identification and Self-Concept Connection may not necessarily create optimal love for iPhone smartphone users in Samarinda, so it needs to be reevaluated along with how much influence it has on brand loyalty. This research is a quantitative descriptive study and uses SEM-AMOS v.22, analysis tool with the SAMPLE formula = Σ Indicator x (5-10), which then selected samples of 102 respondents. Data collection techniques using the proportional accidental sampling method. The results showed that five proposed hypotheses were accepted namely Brand Identification had a significant effect on Brand Love, Self-Concept Connection had a significant effect on Brand Love, Brand Identification had a significant effect on Brand Loyalty, Self-Concept Connection had a significant effect on Brand Loyalty and Brand Love had a significant effect towards Brand Loyalty. These findings support the theory and previous research that became the reference of researchers.

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Fazli-Salehi, Reza, Ivonne M. Torres, Rozbeh Madadi, and Miguel Ángel Zúñiga. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection." Journal of Business Research 137 (December 2021): 46–57. http://dx.doi.org/10.1016/j.jbusres.2021.08.006.

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Yu, Eunah, and Junghyun Kim. "The Relationship between Self-City Brand Connection, City Brand Experience, and City Brand Ambassadors." Sustainability 12, no. 3 (January 29, 2020): 982. http://dx.doi.org/10.3390/su12030982.

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The city brand experience of residents has emerged as an important topic due to the concentration of the city population and changes in the marketing environment. This study examined the relationship between self-city brand connection, city brand experience, city brand satisfaction, and city brand ambassadorship behavior intention (CBABI) in city residents. An empirical analysis was conducted using data collected through a questionnaire with 328 residents of Seoul and Busan in Korea. The results reveal that self-city brand connection is positively related to city brand experience and city brand satisfaction but is not directly related to CBABI. Next, city brand experience was found to have a significant positive relationship with city brand satisfaction and CBABI, and city brand satisfaction is positively related to CBABI. We also found differences in the effects of city brand satisfaction on CBABI between Seoul and Busan. Although city brand satisfaction had a significant effect on CBABI in both cities, the effect was greater in Busan. This study confirms the effect of citizens’ city brand experiences and identifies the path by which city residents become city brand ambassadors.

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Dwivedi, Abhishek, Lester W. Johnson, and Robert McDonald. "Celebrity endorsements, self-brand connection and relationship quality." International Journal of Advertising 35, no. 3 (May 13, 2015): 486–503. http://dx.doi.org/10.1080/02650487.2015.1041632.

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Mohan, Mayoor, Fernando R. Jiménez, Brian P. Brown, and Caley Cantrell. "Brand skill: linking brand functionality with consumer-based brand equity." Journal of Product & Brand Management 26, no. 5 (August 21, 2017): 477–91. http://dx.doi.org/10.1108/jpbm-06-2016-1247.

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Purpose This paper aims to explore the relationship between brand functionality and consumer-based brand equity. Design/methodology/approach A mixed-methods approach was adopted including a qualitative study and multiple survey-based studies. Mediation and moderated-mediation paths were tested using PROCESS and three-stage least squares simultaneous estimation models. Findings Study 1 finds that consumers perceive highly functional brands can enhance their self-competence to perform a task. This phenomenon is labelled brand skill and defined as the extent to which consumers perceive their own performance as emanating from their use of a particular brand. Study 2 finds that brand skill mediates the relationship between brand functionality, brand connection and consumer-based brand equity, while a post hoc study showed that these relationships are robust among private meaning brands. Study 3 demonstrates that these mediated relationships are moderated by the type of dominant benefit the brand provides (i.e. hedonic-versus utilitarian-dominant benefits). Research limitations/implications Based on self-determination theory, brand skill is posited as the link between brand functionality, brand connection and consumer-based brand equity. Practical implications Brand managers are urged to not overlook the role of brand functionality in favor of other non-functional brand dimensions. Brand functionality enhances consumers’ perceived self-competence and fosters brand connection, especially for brands that offer superior utilitarian benefits. Originality/value This is the first study that empirically examines the process by which brand functionality leads to consumer-based brand equity and the role brand skill plays in making that connection.

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Hammerl, Manfred, Florian Dorner, Thomas Foscht, and Marion Brandstätter. "Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups." Journal of Consumer Marketing 33, no. 1 (January 11, 2016): 32–40. http://dx.doi.org/10.1108/jcm-12-2014-1243.

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Purpose – The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups or on the role of self-brand connection. We demonstrate that both interact in attributing symbolic meaning. To explain interactions between the consumer, the brand and the reference groups, we draw on Heider’s balance theory. Design/methodology/approach – A questionnaire was developed which included scales on self-brand connection, reference group belonging and symbolic brand meaning. Data were collected through an online survey and analyzed with factor analyses, analyses of variance and correlation analyses. Findings – Our findings suggest that consumers may alter their beliefs about a brand depending on both, their self-brand connection and the influence of reference groups. If a consumer feels a strong connection with a brand and this brand is used by a dissociative reference group, the consumer will not attribute high symbolic meaning to that brand. The same is valid if the consumer’s in-group uses a brand which the consumer does not feel connected to. Originality/value – The present study introduces Heider’s balance theory to the fields of reference group research and self-brand connection research. Balance theory has proved to be a valuable framework for analyzing the relationships of consumers, their brands and their reference groups in the context of attributing symbolic brand meaning. Building on these insights, researchers and practitioners may better understand the emergence of symbolic brand meaning hereafter.

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Sari, Ade Multi Davista. "Pengaruh Endorser Credibility terhadap Brand Equity ‘Shopee For Men’ dengan Self-Brand Connection sebagai Mediator." Jurnal Sekretaris & Administrasi Bisnis (JSAB) 3, no. 2 (August 26, 2019): 145. http://dx.doi.org/10.31104/jsab.v3i2.123.

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Shopee is one of the markets that provide online trading platforms in Indonesia. Shopee is known by consumers as a brand associated with brands only for women. Though Shopee is a neutral market and is aimed at all circles. Brand equity. This will have an impact on consumer preferences including male consumers of the Shopee brand. Shopee has a strategy by launching the "Shopee for Men" program and using Bambang Pamungkas and Vincent Rompies as supporters to change consumer perceptions that Shopee is a market for all people and forms Shopee brand equity. The factor that can shape the equity band is the credibility of endorsers and their own brand connections. Therefore the purpose of this study was to determine the effect of endorser credibility on brand equity with self-brand connection as a mediator. This study uses a quantitative method with a type of descriptive causal research. The sampling technique in this study was purposive sampling which is a part of non probability. Respondents from this study were 100 consumers with male sex living on the island of Java. This study uses SEM-PLS data analysis techniques. The results of this study are endorser credibility, brand equity and self-brand connections in Shopee For Men in the high category. There is a positive influence between credibility of endorsers and brand equity and self-brand connections have an indirect influence or as a mediator between credibility of endorsers and brand equity.

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Upamannyu, Nischay Kumar, Garima Mathur, and S. S. Bhakar. "The Connection between Self concept (Actual self Congruence & Ideal Self congruence) on Brand Preferences." International Journal of Management Excellence 3, no. 1 (April 30, 2014): 308–19. http://dx.doi.org/10.17722/ijme.v3i1.118.

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Self concept has been a very important concept in consumer behavior and it gives the central idea to the Marketing people in the market place, Academician and business student to understand the bases to evaluate the self concept. The extensive previous research work gave very important conceptual answer to implement new marketing strategy. A different class of customer can be shot in the marketplace. These are the customers who buy product while evaluating the product self-image, product/brand image and their congruity and then they set their minds to buy the products in the market. The purpose of the research is to explore the self concept dimensions to examine the self congruity relationship with brand preference. Relationships between constructs (actual self congruity, ideal self congruity and brand preference) were hypothesized and data were collected through survey Method. The perceptions of 400 respondents about their self congruity with brand preference were obtained for two types of product usage (‘Mobile phone’ as conspicuous and ‘Bathing soaps’ as inconspicuous) with Seven brands in each type. The moderating role of ‘type of product usage (Conspicuous and inconspicuous)’ was examined in the relationship between actual/ideal self congruity and brand preference.

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오자영. "The factors which influence Explicit and Implicit Brand Attitudes: Focused on self-brand connection, brand performance, and self-esteem." Korean Journal of Consumer and Advertising Psychology 19, no. 2 (May 2018): 259–84. http://dx.doi.org/10.21074/kjlcap.2018.19.2.259.

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YANGYOON and Hyun Eun Shim. "The influence of self-brand connection, brand performance, and purchase situation on consumer’s state self-esteem." Korean Journal of Consumer and Advertising Psychology 15, no. 3 (August 2014): 463–82. http://dx.doi.org/10.21074/kjlcap.2014.15.3.463.

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Kwon, Eunjin, and Anna S. Mattila. "The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)." Cornell Hospitality Quarterly 56, no. 4 (March 2, 2015): 427–35. http://dx.doi.org/10.1177/1938965514566071.

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Moliner, Miguel Ángel, Diego Monferrer-Tirado, and Marta Estrada-Guillén. "Consequences of customer engagement and customer self-brand connection." Journal of Services Marketing 32, no. 4 (July 9, 2018): 387–99. http://dx.doi.org/10.1108/jsm-08-2016-0320.

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Purpose The purpose of this paper is to analyze the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance. The research focuses on the financial sector and studies a complex organization with a uniform strategy, but which attends the public in different centers (bank branches). Design/methodology/approach A theoretical model of effects is tested using dyadic methodology, with 225 dyads (bank branch manager – average of five customers). The authors use structural equation modeling (EQS6.1) to test the relationships. Findings The results corroborate the hypotheses, with the exception of the influence of customer self-brand connection on financial performance. These analyses show that in the banking sector, where the intensive use of new information and technologies has led to a reduction in direct physical contact with the customer, the off-line experience continues to have a notable economic impact. Furthermore, investment in the brand from an experiential approach determines customer advocacy. Originality/value The contribution of this paper is twofold. This research analyzes from a theoretical and empirical perspective the impact of the customer engagement and customer self-brand connection on customer advocacy and firms’ financial performance.

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Nyadzayo, Munyaradzi W., Lester W. Johnson, and Monica Rossi. "Drivers and outcomes of brand engagement in self-concept for luxury fashion brands." Journal of Fashion Marketing and Management: An International Journal 24, no. 4 (April 2, 2020): 589–609. http://dx.doi.org/10.1108/jfmm-05-2018-0070.

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PurposeTo understand consumer brand engagement processes in luxury fashion brands. Grounded on the brand engagement in self-concept (BESC), this study examines key drivers (i.e. value co-creation, social media marketing (SMM) activities, brand self-connection and brand image) of BESC that in turn, enhance brand loyalty and positive word-of-mouth (WOM) in the context of luxury fashion brands.Design/methodology/approachA descriptive survey approach was utilized and data were analyzed using structural equation modeling (SEM).FindingsThe findings reveal that value co-creation, SMM activities and brand self-connection are significantly related to BESC and subsequently, BESC is related to both brand loyalty and positive WOM. However, brand image is not related to BESC and brand loyalty but shows a strong relationship with WOM.Originality/valueThe recognition that consumer experiences add significant value to a brand drives companies to engage with their consumers focusing on the self-concept.

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Jung Park, Hyun. "Impact of Brand Authenticity on Brand Attitude and Loyalty: The Mediating Role of Self-brand Connection." Research Journal of Business Management 11, no. 2 (March 15, 2017): 74–79. http://dx.doi.org/10.3923/rjbm.2017.74.79.

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Nawa, Nisa Ulin, and Anas Hidayat. "Peran Self-Brand Connection dalam Memediasi Kredibilitas Endorser terhadap Ekuitas Merek pada Marketplace Shopee." INOBIS: Jurnal Inovasi Bisnis dan Manajemen Indonesia 4, no. 1 (December 1, 2020): 59–71. http://dx.doi.org/10.31842/jurnalinobis.v4i1.166.

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Penelitian ini berjudul “Peran Self-Brand Connection dalam Memediasi Kredibilitas Endorser terhadap Ekuitas Merek”. Penelitian ini bertujuan untuk menganalisis apakah self-brand connection dapat memperkuat pengaruh penggunaan selebriti yang kredibel terhadap ekuitas merek dari marketplace Shopee. Data pada penelitian ini adalah data primer dengan menggunakan kuesioner dan diisi oleh 250 responden. Teknik analisis yang digunakan dalam penelitian ini adalah analisis Structural Equation Modeling (SEM) dengan bantuan AMOS. Hasil penelitian menunjukkan bahwa kredibilitas endorser dapat berpengaruh terhadap ekuitas merek secara tidak langsung, yaitu dengan dimediasi oleh self-brand connection, namun kredibilitas endorser tidak terbukti dapat mempengaruhi ekuitas merek secara langsung.

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Kunkel, Thilo, Rui Biscaia, Akiko Arai, and Kwame Agyemang. "The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes." Journal of Sport Management 34, no. 3 (May 1, 2020): 201–16. http://dx.doi.org/10.1123/jsm.2019-0222.

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This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

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Ferraro, Rosellina, Amna Kirmani, and Ted Matherly. "Look at Me! Look at Me! Conspicuous Brand Usage, Self-Brand Connection, and Dilution." Journal of Marketing Research 50, no. 4 (August 2013): 477–88. http://dx.doi.org/10.1509/jmr.11.0342.

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Liao, Junyun, and Dianwen Wang. "When does an online brand community backfire? An empirical study." Journal of Research in Interactive Marketing 14, no. 4 (September 28, 2020): 413–30. http://dx.doi.org/10.1108/jrim-07-2019-0115.

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Purpose Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model. Findings The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones. Practical implications Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands. Originality/value Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.

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Schade, Michael, Rico Piehler, Andreas Müller, and Christoph Burmann. "How cities can attract highly skilled workers as residents: the impact of city brand benefits." Journal of Product & Brand Management 27, no. 7 (November 19, 2018): 847–57. http://dx.doi.org/10.1108/jpbm-10-2017-1605.

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Purpose The purpose of this study is to investigate the effects of city brand benefits (cost efficiency, job chances, social life, recreation and self–brand connection) on highly skilled, potential residents’ attitudes toward the city brand. Design/methodology/approach A literature analysis and qualitative study inform a conceptual model, which is tested with structural equation modelling using 354 evaluations of the six largest German cities by 294 highly skilled, potential residents, in terms of their perceptions of city brand benefits and attitudes. Findings Social life and self–brand connection positively affect the city brand attitudes of highly skilled, potential residents. In contrast, cost efficiency, job chances and recreation do not affect these attitudes. Research limitations/implications The relevance of city brand benefits might be specific to a country or culture, so further research should test the conceptual model in other settings, including smaller cities. Further studies might compare the relevance of the effects for actual and potential residents. Practical implications Social life emerged as the most important city brand benefit, so cities must ensure they offer and communicate a rich social life. Cities also should identify and communicate congruent characteristics between the city and the self-concepts of relevant target groups. Originality/value This study identifies relevant and irrelevant city brand benefits for highly skilled, potential residents. In addition, it establishes self–brand connection as symbolic benefit that previous research into potential residents has not considered.

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Ye, Shenghong, Jia Li, Zhaobin Zeng, and Shuang Hao. "Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value." Open Journal of Business and Management 03, no. 02 (2015): 155–62. http://dx.doi.org/10.4236/ojbm.2015.32015.

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Song, Xiaobing, Feifei Huang, and Xiuping Li. "The effect of embarrassment on preferences for brand conspicuousness: The roles of self-esteem and self-brand connection." Journal of Consumer Psychology 27, no. 1 (January 2017): 69–83. http://dx.doi.org/10.1016/j.jcps.2016.05.001.

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Taghipourian, Mohammad Javad, and Mahsa Mashayekh Bakhsh. "Brand Attachment on Service Loyalty in Banking Sector." International Journal of Marketing Studies 8, no. 5 (September 22, 2016): 146. http://dx.doi.org/10.5539/ijms.v8n5p146.

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The purpose of this study is to examine the effects of brand attachment on service loyalty to the services provided by financial sector. As one of the extremely valuable assets of every firm is its brand, attachment creates a deep emotional link between the consumers and the brand such that it contributes to the success of brand management process. To this end, the effects of two dimensions of the construct (brand-self connection and brand prominence) on each of the dimensions of service loyalty would be explored. The questionnaire is based on Park et al. (2010) and Sudhahar et al. (2006). The results of structural equations modeling indicated that brand attachment had a significant positive effect on service loyalty. Furthermore, the existed a positive effect on the dimensions of brand attachment—i.e., brand-self connection and brand prominence—and all dimensions of loyalty—i.e., behavioral, attitudinal, cognitive, conative, affective, commitment, and trust). Among them, brand-self connection had the highest effect on cognitive loyalty, trust-based loyalty, and commitment-based loyalty while brand prominence was most effective on affective loyalty, cognitive loyalty, and trust-based loyalty.Because of the increase in the number of institutions in banking sector and the diversity of services they offer, banking managers can take the advantage of using the results of brand attachment's effect on the study variables and enhance the loyalty to their services.

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Bowden, Jana, and Abas Mirzaei. "Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives." European Journal of Marketing 55, no. 5 (January 22, 2021): 1411–39. http://dx.doi.org/10.1108/ejm-01-2018-0007.

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Purpose Brands are investing heavily in content marketing within digital communication channels, yet there is limited understanding of the effectiveness of this content on consumer engagement. This paper aims to examine how consumer engagement with branded content is created through consumer-initiated online brand communities (OBCs) and brand-initiated digital content marketing (DCM) communications. Self-brand connections are examined as an important antecedent to the cognitive, affective, behavioural and social dimensions of consumer engagement and the subsequent impact of engagement on loyalty is explored across these two channels. Design/methodology/approach A survey approach was used with two consumer samples for one focal retail brand, namely, a consumer-initiated OBC (Facebook) and email subscribers of the retail brand’s DCM communications. A multi-group analysis of structural invariance procedure was used to comparatively examine the formation of engagement for consumers within the OBC and DCM channels. Findings This study demonstrates the different ways in which engagement forms across different digital communication channels. Self-brand connection (SBC) was found to strongly drive behavioural, cognitive, affective and social engagement. The cognitive, affective and behavioural engagement was found to mediate the self-brand connection and consumer loyalty relationship. Overall, this relationship was most strongly and significantly mediated by affective and cognitive engagement within the OBC channel when compared to the DCM channel. Research limitations/implications The findings of this study should be interpreted with several limitations in mind. First, the research was conducted within the confines of one OBC, within one social networking site platform characterised by self-selected membership based on a passion and immersion with the brand. This means that consumers within the OBC were highly connected to one another and the retail brand and highly socialised in-group norms and mores. This type and intensity of connection may not be the case for all forms of OBCs. Second, this study was limited to one retail brand, from one brand category. Future research should examine OBCs across a range of utilitarian and hedonic brands to comprehensively contextualise the dimensions of engagement. Third, the data for this study was cross-sectional. The use of netnographic analysis and qualitative interviews across a range of OBCs would support the triangulation of the findings of this research, especially with regard to the narrative that consumers’ express when discussing how their SBC manifests through the dimensions of engagement. Fourth, this study explored a single antecedent of engagement, namely, self-brand connections. Future research may consider how SBC operates in conjunction with other complementary factors to enhance consumers’ affective, cognitive, social and behavioural engagement such as brand awareness, satisfaction and participation/interactivity. In addition, future research could examine an expanded array of engagement outcomes such as purchase intention, the share of wallet and reputation. Finally, future research should examine the operationalisation and validation of the dimensions of engagement using multiple competing scales to assess the suitability of these engagement scales across multiple brand categories and contexts. Practical implications Given the increasing investment in branding within social media and the fragmentation of brand communications across multiple communications platforms, the management of effective brand communications remains a significant challenge. This study found that the relationship between self-brand connections, affective, social, behavioural and cognitive engagement and loyalty was context-specific and moderated by a digital communication channel (OBC vs DCM email marketing), thus providing insights as to the effectiveness of OBCs and DCMs as two tools for enhancing consumer loyalty. Originality/value This study makes a novel contribution to the engagement literature by examining the antecedent role of self-brand connections in predicting consumers’ engagement; the moderating role of digital communication platforms (OBC vs DCM) on the formation of cognitive, affective, behavioural and social engagement; and the mediating effect of these dimensions on loyalty.

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Postica, Doru, and António Cardoso. "The connection between self-image congruence and brand preference for store brands: a study in Portugal." Revista Brasileira de Planejamento e Desenvolvimento 4, no. 1 (November 16, 2015): 22. http://dx.doi.org/10.3895/rbpd.v4n1.3593.

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When examining consumer behavior, self-image, brand image and their congruity are some of the drivers. Past research assumed and then successfully proved these concepts to impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of the research is to study the self-concept and its relation to brand preference. A comparison will be made between store brands PingoDoce and Continente. Data were collected through survey method. The perceptions of 34 respondents about their own traits, the traits of a typical consumer of the store brandand brand preference for them were obtained. Examinations were made regarding the relationships between variables mentioned above. The findings suggest there are no significant differences between how store brands Continente and PingoDoce are perceived by consumers according the attribute ratings. Brand preference was very similar for both brands, which did not allow the test of whether the individual will prefer a brand which is perceived by him to be more rather than less similar to his own self-concept.

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Jin, Chang-Hyun. "The Effects of The Creating Shared Value on Building Self-Brand Connection and Brand Loyalty." Institute of Management and Economy Research 9, no. 4 (December 30, 2018): 201–21. http://dx.doi.org/10.32599/apjb.9.4.201812.201.

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Dwivedi, Abhishek, Robert E. McDonald, and Lester W. Johnson. "The impact of a celebrity endorser’s credibility on consumer self-brand connection and brand evaluation." Journal of Brand Management 21, no. 7-8 (November 2014): 559–78. http://dx.doi.org/10.1057/bm.2014.37.

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Harrigan, Paul, Uwana Evers, Morgan P. Miles, and Tim Daly. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent." Journal of Business Research 88 (July 2018): 388–96. http://dx.doi.org/10.1016/j.jbusres.2017.11.046.

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Yao, Peng, and Xinxin Wang. "Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention." Journal of Contemporary Marketing Science 1, no. 1 (September 3, 2018): 34–52. http://dx.doi.org/10.1108/jcmars-08-2018-0006.

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PurposeNowadays, many weak brands have acquired strong international brands to accelerate their internationalization. However, “the weakers acquire the strongers” model of M&A leads to many consumers’ loss. The purpose of this paper is to explore the relationships between the brand strategy after the M&A, brand authenticity and consumer purchase intention through two experiments.Design/methodology/approachBuilding on an extensive literature review, the authors identify four hypotheses. Hypotheses were tested on data collected across 190 Chinese consumers.FindingsThe results show that the decline of consumer purchase intention was mainly caused by the falling consumer assesses on brand authenticity; the different post-merger brand strategies have significant difference on brand authenticity and consumer purchase intention, and self-brand connection played a moderate role between brand authenticity and consumer purchase intention.Originality/valueThe research reveals the reasons for consumer loss after mergers and acquisitions and provides empirical insights into how post-merger brand strategies can be manifested to convey brand authenticity as well as to build consumers’ purchase intention. In addition, the findings confirm the role of self-brand connection.

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Ercis, Aysel, Oguz Han Aykut, and Tugba Yildiz. "THE MEDIATION ROLE OF BRAND LOVE AND EXPERIENCE IN THE EFFECT OF SELF-BRAND CONNECTION ON THE BRAND LOYALTY." Pressacademia 6, no. 2 (June 30, 2019): 137–48. http://dx.doi.org/10.17261/pressacademia.2019.1053.

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Ercis, Aysel, Oguz Han Aykut, and Tugba Yildiz. "The mediation role of brand love and experience in the effect of self brand connection on the brand loyalty." Pressacademia 9, no. 9 (July 30, 2019): 285–94. http://dx.doi.org/10.17261/pressacademia.2019.1106.

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Lee, Myungwoo, Lee-Seob Maeng, Chansoo Jeon, and Don Lee. "Endorser-Brand Congruence, Endorser Authenticity, and Self-Brand Connection: Three-Way Interaction Effects of on Brand Attitude in Sport." International Journal of Human Movement Science 13, no. 03 (December 31, 2019): 1–15. http://dx.doi.org/10.23949/ijhms.2019.12.13.3.1.

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Han, Heesup, Linda Heejung Lho, and Hyeon-Cheol Kim. "Airport Green Environment and Its Influence on Visitors’ Psychological Health and Behaviors." Sustainability 11, no. 24 (December 9, 2019): 7018. http://dx.doi.org/10.3390/su11247018.

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This study uncovered the influence of an airport’s green physical environment on visitors’ psychological responses, affective responses, and loyalty behaviors as well as to build a sturdy theorization that related to the psychological resilience, attitude, satisfaction, brand-self connection, and loyalty for the airport. Based on a quantitative approach, our findings provided insight that a green physical environment affected the psychological resilience considerably. Moreover, such association increased a visitor’s positive attitude, satisfaction, and brand-self connection with the creation of loyalty intentions. The prominent role of attitude in building loyalty intentions was unearthed. Our finding from a metric invariance test further showed that gender moderated the magnitude of the effect of satisfaction and brand-self connection on loyalty intentions. The study variables’ role of mediating effect was also recognizable. Overall, the present study demonstrated the criticality of a green built environment and its role in explicating visitor responses/behaviors in the airport context in a successful manner.

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Wardhani, Raka, and Tiara Puspa. "Pengaruh Employee Green Involvement, Green Training dan Green Image Terhadap Perception for Corporate Social Responsibility Perusahaan Pada PT Cabot Indonesia Jakarta." JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) 6, no. 1 (November 30, 2019): 52. http://dx.doi.org/10.31289/jkbm.v6i1.2860.

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The objective of this study is to examine and analyze the effect of brand logo identification, overall brand logo benefit toward customer loyalty through trust and commitment of Global System for Mobile (GSM) cellular operatorconsumers. The samples being used in this study is 200 respondents. The data collection method being used by this study is purposive sampling. The testing is conducted by using Structuctural Equation Model (SEM) analysis method. The findings of this study are: (1) endorser credibility identification has positive effect toward brand equity, (2) endorser credibility benefit has positive effect toward self-brand connection (3) self-brand connection has positive effect toward brand equity.

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Kemp, Elyria, Ravi Jillapalli, and Enrique Becerra. "Healthcare branding: developing emotionally based consumer brand relationships." Journal of Services Marketing 28, no. 2 (May 6, 2014): 126–37. http://dx.doi.org/10.1108/jsm-08-2012-0157.

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Purpose – Brands can imbue unique meaning to consumers, and such meaning and personal experience with a brand can create an emotional connection and relationship between the consumer and the brand. Just as many service providers have adopted branding strategies, marketers are branding the health care service experience. Health care is an intimate service experience and emotions play an integral role in health care decision making. The purpose of this paper is to examine how emotional or affect-based consumer brand relationships are developed for health care organizations. Design/methodology/approach – Empirical evidence from both depth interviews and data garnered from 322 surveys were integrated into a conceptual model. The model was tested using structural equation modeling. Findings – Results indicate that trust, referent influence and corporate social responsibility are key variables in establishing affective commitment in consumer brand relationships in a health care context. Once affective commitment is achieved, consumers may come to identify with the health care provider's brand and a self-brand connection is formed. When such a phenomenon takes place, consumers can serve as advocates for the brand by actively promoting it via word-of-mouth. Practical implications – The findings provide insight for marketing managers in developing successful branding strategies for health care organizations. Originality/value – This research examines the advantages of cultivating meaningful brand connections and relationships with consumers in a health care context.

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Strandberg, Carola, and Maria Ek Styvén. "What’s love got to do with it? Place brand love and viral videos." Internet Research 30, no. 1 (September 26, 2019): 23–43. http://dx.doi.org/10.1108/intr-07-2018-0311.

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Purpose The purpose of this paper is to explore the role of brand love in place brand communication by incorporating potential antecedents and behavioral outcomes of place brand love in a social media setting. Design/methodology/approach Data were gathered from 281 residents and visitors of a place through an online survey focusing on a place brand video. Structural equation modeling was employed to examine the research model. Findings Results show that place brand love has a strong direct relationship with positive word of mouth (WOM), and an indirect effect on intention to share the place brand message. Self-expressiveness of the place brand message also seems to influence place brand love as well as intention to share the message. Research limitations/implications The role of self-related concepts and brand love to a place has theoretical implications for research in place branding and electronic word of mouth. The study has limitations to its generalizability in terms of cultural aspects and sample representativeness. Practical implications Place marketers need to successfully reflect the self-concept of key stakeholders in communication messages in order to increase the probability that recipients will engage in positive WOM and share the message. Originality/value Research on place brand love is scarce and previous studies have focused solely on brand love in connection to tourists. The main contribution of the current study is the exploration of the role of brand love in connection to residents, who are vital co-creators of the place brand.

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Dwivedi, Abhishek. "Self-Brand Connection With Service Brands: Examining Relationships With Performance Satisfaction, Perceived Value, and Brand Relationship Quality." Services Marketing Quarterly 35, no. 1 (December 20, 2013): 37–53. http://dx.doi.org/10.1080/15332969.2014.856738.

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Hlee, Sunyoung, Namho Chung, and Chulmo Koo. "Trade Show Brand Equity Study for Smart Tourism Cities - Focused on Mediating Effects of Self-Brand Connection." Korea Trade Exhibition Review 13, no. 1 (March 31, 2018): 91–112. http://dx.doi.org/10.16938/ijtfs.2018.13.1.091.

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Choi, Nak Hwan and 박덕수. "Individual Brand Loyalty and the Self-Corporate Connection Induced by Corporate Associations." Journal of Distribution Science 9, no. 1 (March 2011): 5–15. http://dx.doi.org/10.15722/jds.9.1.201103.5.

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Ilicic, Jasmina, and Stacey M. Brennan. "Looking at you: celebrity direct eye gaze influences social media post effectiveness." European Journal of Marketing 54, no. 12 (August 10, 2020): 3051–76. http://dx.doi.org/10.1108/ejm-02-2019-0171.

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Purpose The purpose of this paper is to introduce and examine the effect of a celebrity’s eye gaze on self-celebrity connection. A celebrity’s direct (vs averted) eye gaze can be used as a tactic in social media posts to increase self-celebrity connection and behavioral intentions. Examining the effectiveness of a celebrity’s eye gaze is important, as celebrities regularly use social media to manage their brand image and to build a relationship with consumers. Design/methodology/approach Study 1 examines the effect of a celebrity’s eye gaze (direct vs averted) on self-celebrity connection. Study 2 investigates the role of celebrity authenticity in explaining the effect of a celebrity’s eye gaze on consumer–celebrity brand relationships. Study 3 examines the moderating role of a non-Duchenne smile (fake, social smile) in diluting the effect of a celebrity’s direct eye gaze on self-celebrity connection and the downstream consequences on behavioral intentions. Findings The findings from Study 1 indicate that a celebrity’s direct (averted) eye gaze strengthens (weakens) self-celebrity connection. Study 2 provides evidence of celebrity authenticity as the explanation for stronger consumer–celebrity connection when a celebrity is featured with a direct eye gaze. The results of Study 3 show that a fake smile in a celebrity’s social media posts can weaken relationships with and behavioral intentions toward celebrities with a direct eye gaze. Research limitations/implications This paper is limited, as it focuses only on eye gaze and smiles as non-verbal cues depicted in celebrity images on social media. Practical implications This paper has important implications for celebrities, celebrity brand managers (including digital/social media marketing managers and public relations professionals) and advertisers. Celebrities, celebrity brand managers and advertisers should develop social media posts that can strengthen consumer–celebrity relationships and positively influence behaviors toward the celebrity through: 1) ensuring that photographs are taken with the celebrity looking directly into the camera at the target (audience); and 2) avoiding posting images of a celebrity’s direct eye gaze with a non-Duchenne (fake) smile. Originality/value This paper introduces and provides evidence of a celebrity’s direct eye gaze–self-celebrity relationship effect. Tactics, such as eye gaze, can strengthen consumer–celebrity relationships, which is crucial in building brand equity and in increasing financial value for the celebrity.

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Corrêa, Stela Cristina Hott, João Luiz Soares, Juliana Maria Magalhães Christino, Marlusa de Sevilha Gosling, and Carlos Alberto Gonçalves. "The influence of YouTubers on followers’ use intention." Journal of Research in Interactive Marketing 14, no. 2 (May 16, 2020): 173–94. http://dx.doi.org/10.1108/jrim-09-2019-0154.

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Purpose This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement is the antecedent variable of the engagement. Design/methodology/approach A survey was carried out and 272 YouTubers’ followers responded. The structural model was tested by covariance-based structural equation modeling using the software R, v3.6.0. Findings The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects; it rises from the involvement the followers have with their favourite YouTuber. Engagement, enhanced by self-connection, love and trust in the YouTuber, impacts the intention of use of a brand he/she indicates or uses. Practical implications YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. Originality/value The present research proposes a novel conceptual connection to engagement, established no longer by the brand of a product or service, but by YouTubers. It aims at rendering contribution to this subject as it investigates the correlation of use intention of a brand, subject to the engagement with a human brand, herein represented by YouTubers.

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Li, Yizhi, Can Lu, Vanja Bogicevic, and Milos Bujisic. "The effect of nostalgia on hotel brand attachment." International Journal of Contemporary Hospitality Management 31, no. 2 (February 11, 2019): 691–717. http://dx.doi.org/10.1108/ijchm-12-2017-0797.

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PurposeThe purpose of this study is to distinguish between two types of nostalgia, examine their effect on emotions and explore the relationships between nostalgic emotions evoked by past hotel experiences and consumers’ brand attachment and willingness-to-pay.Design/methodology/approachThis study was based on a sequential explanatory mixed-method design. An online scenario-based experiment was complemented with online structured interviews.FindingsThe results indicate that both personal nostalgia and historical nostalgia evoke positive emotions (upbeat/elation and warm/tender). However, emotions evoked by personal nostalgia are less intense than those evoked by historical nostalgia. Positive emotions successfully predicted brand prominence and brand-self connection. Brand prominence, but not brand-self connection, was positively related to consumers’ willingness-to-pay.Research limitations/implicationsThe study’s findings suggest that hotel brands that focus on creating extraordinary memories, and brands with more historical themes, elicit more positive emotions among hotel customers. This, in turn, makes customers more likely to recall that hotel brand in the future and translates into higher willingness-to-pay.Originality/valueThis study is among the first to establish and test a conceptual model that connects nostalgia, nostalgic emotions, brand attachment and willingness-to-pay in the hotel industry context. As such, it is a rare attempt to explain the role of personal and historical nostalgia in hospitality research.

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Lim, Heejin, and Michelle Childs. "Visual storytelling on Instagram: branded photo narrative and the role of telepresence." Journal of Research in Interactive Marketing 14, no. 1 (February 28, 2020): 33–50. http://dx.doi.org/10.1108/jrim-09-2018-0115.

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Purpose The new focus of brand communication in social media has driven firms to develop the effective visual content strategy. In light of narrative transportation theory, this study aims to investigate the impact of a photo’s narrative elements on self-brand connection through viewers’ transportation and emotional responses. Additionally, this study tests the role of telepresence on Instagram in this psychological mechanism. Design/methodology/approach Using between-subjects experimental design, two experimental studies test the effect of implied movement (Study 1) and diverse narrative elements such as a character, implied motion for chronology and the relevant background (Study 2). Findings Results demonstrate that a single narrative element, i.e. implied motion, does not induce a viewer’s transportation to the presented image. Rather, the viewer’s transportation occurs as a function of complex and diverse narrative elements, such as implied motion and the background as a context. Practical implications Findings suggest that the concept of photo narrative should be taken into consideration in a visually-oriented social media environment. To increase self-brand connection, social media communication should be designed with diverse elements to promote viewers’ active simulation and create meaning to the branded photo story. Originality/value This study expands the theory of narrative transportation by applying it to a visual form. Additionally, this research investigates the effect of social media communication on self-brand connection; the findings of this study demonstrate that a major goal of social media communication is not to sell products but to strengthen consumer-brand relationships through branded storytelling.

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Ghinea, Adrian Ciprian. "DECODING SELF-PERSUASION IN VARIOUS PATHS OF CONNECTION IN PRAYER: AN APPROACH FROM THE PERSPECTIVE OF MARKETING IN THE ECCLESIASTICAL FIELD." SERIES V - ECONOMIC SCIENCES 13(62), no. 2 (December 21, 2020): 9–14. http://dx.doi.org/10.31926/but.es.2020.13.62.2.1.

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"In marketing, the notion of persuasion may be depicted in campaigns based on continuous flows of consumer exposure to brand attributes. We believe that these attributes are melted in the conditioned responses of consumers towards the marketing of the brand. However, it is the brand associations triggered by consumers that constitute a premise for the business value of that brand. However, should we flip the approach of value from the consumer side, we consider that the embedding of the rand attributes may be related either to actual or ideal versions of self-concept. We propose to decode this embedding process by using self-persuasion as our guide and prayer as ommunication for our research realm."

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Andriani, Meta, and Frisca Dwbunga. "Faktor pembentuk brand loyalty : peran self concept connection, brand love, brand trust dan brand image (telaah pada merek h&m di kota dki jakarta)." Benefit: Jurnal Manajemen dan Bisnis 2, no. 2 (March 29, 2018): 157. http://dx.doi.org/10.23917/benefit.v2i2.4285.

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Brand loyalty or customer loyalty is an important concept for many companies that can bring many benefits to companies, such as repeat purchases and brand recommendations to others, who then can reduce marketing costs. Trust in the brand is important and is a major factor in the development of brand loyalty. Along with the development of industry, entertainment, information and technology, style of fashion becomes a medium to demonstrate the existence of a person in the community. By following certain fashion, people can show their true identity. The purpose of this study was to determine the role of the Self Concept Connection, Brand Love, Brand Trust and Brand Image on the increase Brand Loyalty.The focus of this study object is H&M brand in Jakarta region. The data used in this study were gathered by spreading the questionnaires to users who have purchased the H&M brand is more than one time. This study used convinience sampling as a sampling technique and obtained 158 respondend and this data processed into this study result. This study uses SEM analyze to test the data.

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Journal articles on the topic 'Brand-Self Connection'

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