Activating Multiple Facets of the Self: Identity-Signaling and Brand Personality

Marilyn Giroux, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
Frank Pons, Université Laval, Canada
Using a multi-method approach consisting of qualitative and quantitative studies, the authors examine the impact of the identity salience on the preference for the different dimensions of brand personality. Results from those studies demonstrate that consumers’ motivations to express parts of their identities have influence on their preferences for brands.
[ to cite ]:
Marilyn Giroux, Bianca Grohmann, and Frank Pons (2012) ,"Activating Multiple Facets of the Self: Identity-Signaling and Brand Personality", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1109-1109.