How to Get in With the in Crowd

Our research extends brand community research to the context of scenes (Irwin 1977) where consumers have a mere affiliation with a social grouping centered on a shared fascination (e.g., snowboarding) and served by multiple brands. We examine how brand responses are jointly influenced by intra-personal (personal identity) and interpersonal (social identity) aspects of the self in a brand choice context. Our core theoretical contribution is based on how congruity between a brand and an individual (Sirgy 1982) and a scene affects brand response. Previous research on congruity has not specified how congruity affects responses: we find that the effects of brand-self congruity and brand-scene congruity are mediated by functional-, emotional-, and social brand values.


Catja Prykop, Nader Tavassoli, and Andreas Herrmann (2007) ,"How to Get in With the in Crowd", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 645-650.


Catja Prykop, Credit Suisse
Nader Tavassoli, London Business School
Andreas Herrmann, Universitat St. Gallen


NA - Advances in Consumer Research Volume 34 | 2007

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