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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

L5. Understanding the components and effects of the Omnichannel Seamless Experience.

PAULA RODRÍGUEZ-TORRICO, Universidad de Burgos (Spain)
Lauren Trabold, Manhattan College
Sonia San-Martín, University of Burgos (Spain)
Rebeca San José, University of Valladolid (Spain)

Read More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

Financial Education and Confidence in Financial Knowledge

Stephen Atlas, University of Rhode Island
Nilton Porto, University of Rhode Island
Jing Jian Xiao, University of Rhode Island

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.