Brand Complexity’S Impact on Product Liking and Consumer’S Sense of Self

We explore brand complexity—the extent to which a brand embodies multiple human traits and values—as a new construct and find evidence that it positively impacts brand liking and ultimately connections to the brand. We find that this effect is driven by consumers’ self-expansion and moderated by self-concept clarity.


Maria A. Rodas and Carlos J. Torelli (2017) ,"Brand Complexity’S Impact on Product Liking and Consumer’S Sense of Self", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 200-205.


Maria A. Rodas, University of Minnesota, USA
Carlos J. Torelli , University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 45 | 2017

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