When Brand Symbolism Matters: a Social Identity Perspective

Hua Chang, Drexel University, USA
Daniel Korschun, Drexel University, USA
Previous research has examined the effect of brand symbolism on consumers’ self-concept and self-brand identification. However, no research has been done on the role of brand cultural symbolism in the cross-border brand acquisition context. Drawing on social identity theory, we examined the extent to which brand cultural symbolism affects consumer brand evaluation and purchase intention. The results suggest that consumers suffer a sense of loss when a culturally symbolic brand is acquired by a foreign country, which in turn affects their brand evaluation. Consumers’ social identity strengthens this relationship.
[ to cite ]:
Hua Chang and Daniel Korschun (2011) ,"When Brand Symbolism Matters: a Social Identity Perspective", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 869-870.