My Brand and I: the Impact of Self-Construal on Self-Brand Closeness

Jia Liu, Monash University, Australia
Dirk Smeesters, Erasmus University, The Netherlands
Els Gijsbrechts, Tilburg University, The Netherlands
Three studies demonstrate that consumers with independent self-construals are more inclined to incorporate brands into the self and hence maintain close connections with them than consumers with interdependent self-construals. We demonstrate the underlying role of self-expression in explaining this effect. Unlike interdependent consumers, independent consumers have a high need for self-expression, and are inclined to use brands to communicate the self, which should further strengthens their self-brand connections.
[ to cite ]:
Jia Liu, Dirk Smeesters, and Els Gijsbrechts (2009) ,"My Brand and I: the Impact of Self-Construal on Self-Brand Closeness", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 640-640.