How to Get in With the in Crowd

Catja Prykop, Credit Suisse
Nader Tavassoli, London Business School
Andreas Herrmann, Universitat St. Gallen
Our research extends brand community research to the context of scenes (Irwin 1977) where consumers have a mere affiliation with a social grouping centered on a shared fascination (e.g., snowboarding) and served by multiple brands. We examine how brand responses are jointly influenced by intra-personal (personal identity) and interpersonal (social identity) aspects of the self in a brand choice context. Our core theoretical contribution is based on how congruity between a brand and an individual (Sirgy 1982) and a scene affects brand response. Previous research on congruity has not specified how congruity affects responses: we find that the effects of brand-self congruity and brand-scene congruity are mediated by functional-, emotional-, and social brand values.
[ to cite ]:
Catja Prykop, Nader Tavassoli, and Andreas Herrmann (2007) ,"How to Get in With the in Crowd", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 645-650.