Self-Brand Connections: an Exploratory Study Into Construct Validity and Gender Effects

David J. Moore, University of Michigan
Pamela Miles Homer, California State University, Long Beach.
EXTENDED ABSTRACT - The fundamental premise of the Self-Brand Connection construct is that when brand associations are used to construct one’s self or to communicate one’s self to others, a strong connection is formed between the brand and the consumer’s self identity (Escalas 2004). The purpose of this study was threefold: first, we test the reliability and the validity of the Self-Brand Connection Scale (Escalas 1996; Escalas 2004), designed to measure such types of self-brand associations. The second objective was to examine the extent to which self-brand connections are positively related to brand evaluations as well as the interesting concept of attitude strength (Krosnick and Schuman 1988; Krosnick et al. 1993). Lastly, we test the impact of the Self-Brand Connections scale within the context of a gendered brand. For this purpose we selected the Women’s National Basketball Association (WNBA), a sub-brand of the parent brand, the NBA. This brand has been strategically crafted to appeal to female consumers and this provided an ideal opportunity to examine whether females will show stronger self-brand connections for this type of brand than their male counterparts.
[ to cite ]:
David J. Moore and Pamela Miles Homer (2004) ,"Self-Brand Connections: an Exploratory Study Into Construct Validity and Gender Effects", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 196-197.