Self-Brand Connection and Stability of Brand Attitude: a Cross-Cultural Perspective
Integrating research on brand personality, self-brand-connection (SBC), and culture, we propose: collectivists (individualists) have stronger SBC with sincere (exciting) brands (H1). This leads to differences in stability of attitude toward various brands (H2). Study 1 partially supports H1; future studies will be conducted to further support H1 and test H2.
Yaara Offir and Hila Riemer (2014) ,"Self-Brand Connection and Stability of Brand Attitude: a Cross-Cultural Perspective", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 79-79.
Yaara Offir, Ben-Gurion University of the Negev, Israel
Hila Riemer, Ben-Gurion University of the Negev, Israel
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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