Self-Brand Connections and Brand Resonance: the Role of Gender and Consumer Emotions

David Moore, The University of Michigan, USA
Dayna Wurster, The University of Michigan
This study tested the relationship of self-brand connections (SBC) - the notion that brand associations are used to express one’s self to others (Escalas 1996) and brand resonance – the extent to which consumers are able to be ‘in sync’ with a given brand (Keller 2003). Results showed that: (1) the SBC construct is closely related to brand resonance; (2) females reported higher SBC scores than their male counterparts in response to a gendered brand but not in response to a gender neutral brand; and (3) emotions played a spectacular role in mediating the influence of SBC and brand resonance on consumer attitude. Implications for branding strategy are discussed.
[ to cite ]:
David Moore and Dayna Wurster (2007) ,"Self-Brand Connections and Brand Resonance: the Role of Gender and Consumer Emotions", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 64-66.