When the Ingroup Fails to Indicate Brand Meaning: Exploring the Role of Identity Centrality in Self-Brand Connections

Tracy Harmon, Syracuse University, USA
Anand Kumar, University of South Florida, USA
David Ortinau, University of South Florida, USA
The results from a quasi-experimental design study revealed that identity centrality was a positive moderator of the relationship between reference group brand associations and self-brand connections. This moderating influence led to a significant difference in self-brand connections between reference group members who rated their identity as low in centrality compared to those who rated their identity as high in centrality. Identity centrality did not significantly impact self-brand connections when self-construal and brand symbolism were taken into account.
[ to cite ]:
Tracy Harmon, Anand Kumar, and David Ortinau (2009) ,"When the Ingroup Fails to Indicate Brand Meaning: Exploring the Role of Identity Centrality in Self-Brand Connections", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 1012-1012.