Back
 OJBM  Vol.3 No.2 , April 2015
Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value
Shenghong Ye, Jia Li, Zhaobin Zeng, Shuang Hao
Show more
Abstract: In this article we categorize social circles by sense of belonging and explore the relation between social circle types and self-brand connection (SBC). Furthermore, we research the mechanism of how the impact of social circles on consumers’ SBC is influenced by self-awareness within a particular social circle and by brand value. Our findings show that 1) the sense of belonging toward social circles has positive influence on SBC; 2) consumers’ self-awareness moderates the impact of social circles on SBC; 3) the type of brand value moderates the impact of social circles on SBC. Finally, several suggestions are derived for local management practice in China.
Keywords: Social Circles, Self-Brand Connection, Public Self Consciousness, Sense of Belonging, Brand Value
Cite this paper: Ye, S. , Li, J. , Zeng, Z. and Hao, S. (2015) Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value. Open Journal of Business and Management, 3, 155-162. doi: 10.4236/ojbm.2015.32015.
References

[1]   Escalas, J.E. and Bettman, J.R. (2003) You Are What They Eat The Influence of Reference Groups on Consumer Connections to Brands. Journal of Consumer Psychology, 13, 339-348.
http://dx.doi.org/10.1207/S15327663JCP1303_14

[2]   Escalas, J.E. and Bettman, J.R. (2005) Self-Construal Reference Groups and Brand Meaning. Journal of Consumer Research, 32, 378-389.

[3]   Dreze, X. and Nunes, J. (2009) Feeling Superior: The Impact of Loyalty Program Structure on Consumer Perception of Status. Journal of Consumer Research, 35, 890-905.
http://dx.doi.org/10.1086/593946

[4]   Chaplin, L.N. and John, D.R. (2005) The Development of Self-Brand Connections in Children and Adolescents. Journal of Consumer Research, 32, 119-129.
http://dx.doi.org/10.1086/426622

[5]   Muniz Jr., A.M. and O’Guinn, T.C. (2001) Brand Community. Journal of Consumer Research, 27, 412-432.
http://dx.doi.org/10.1086/319618

[6]   Fei, X.T. (1998) Rural China and Fertility Regimes. Peking University Press, Beijing.

[7]   Du, W.Q., Yu, C.L. and Zhao, P. (2009) Type of Reference Group and Self-Brand Connection. Acta Psychologica Sinica, 2, 156-166.

[8]   Chernev, A., Hamilton, R. and Gal, D. (2011) Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75, 66-82.
http://dx.doi.org/10.1509/jmkg.75.3.66

[9]   Barwise, T.P. (1992) Brand Equity: Snark or Boojum? International Journal of Research Marketing, 10, 93-104.

[10]   Chattaraman, V., Rudd Nancy, A. and Lennon Sharron, J. (2010) The Malleable Bicultural Consumer: Effects of Cultural Contexts on Aesthetic Judgments. Journal of Consumer Behaviour, 9, 18-31.

[11]   Li, Y.M., Xiao, Y. and Huang, X.C. (2007) Social Identity. A Structural View Analysis—As an Example of the United States, Germany and Japan. Shanghai People’s Publishing House, Shanghai.

[12]   Fournier, S. (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373.
http://dx.doi.org/10.1086/209515

[13]   Park, C.W. and Lessig, V.P. (1977) Students and Housewives: Difference in Susceptibility to Reference Group Influence. Journal of Consumer Research, 3, 102-110.

[14]   Forehand, M.R., Deshpande, R. and Reed II, A. (2002) Identity Salience and the Influence of Activation the Social Self-Schema on Advertising Response. Journal of Applied Psychology, 87, 1086-1099.

 
 
Top