Activating Multiple Facets of the Self: How Identity Facets and Brand Personality Can Influence Self-Brand Connections

Marilyn Giroux, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
The authors use the facets of identity to investigate their impact on self-brand connections. Two studies address how different identity facets can lead to higher connections with a certain brand personality. The results suggest that the match-up between identity facets and brand personality dimensions will lead to stronger self-brand connections.
[ to cite ]:
Marilyn Giroux and Bianca Grohmann (2015) ,"Activating Multiple Facets of the Self: How Identity Facets and Brand Personality Can Influence Self-Brand Connections ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 538-539.