Activating Multiple Facets of the Self: How Self-Concept and Brand Personality Can Influence Self-Brand Connections

The present research shed light on the effect of identity motives on the self-brand connections for different brand personalities. In addition, several factors were examined to see what the optimal conditions for this relationship are and investigate some of the boundary conditions.


Marilyn Giroux and Bianca Grohmann (2017) ,"Activating Multiple Facets of the Self: How Self-Concept and Brand Personality Can Influence Self-Brand Connections", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 621-622.


Marilyn Giroux, Auckland University of Technology, New Zealand
Bianca Grohmann, Concordia University, Canada


NA - Advances in Consumer Research Volume 45 | 2017

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