Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value
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.
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
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.
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
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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.
[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.