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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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