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Articles (61)

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1-10 of 61 results for self-brand connections

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Select article: The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)

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Research article

First published 2015-11

The Effect of Self–Brand Connection and Self-Construal on Brand Lovers’ Word of Mouth (WOM)

Eunjin Kwon, Anna S. Mattila

Cornell Hospitality Quarterly

Select article: Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

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Research article

First published 2021-3

Exploring the Relationship Between Celebrity Worship and Brand Equity: The Mediating Role of Self-brand Connection

Yadvinder Parmar, Bikram Jit Singh Mann

Journal of Creative Communications

Select article: Look at Me! Look at Me! Conspicuous Brand Usage,Self-Brand Connection,and Dilution

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Research article

First published 2013-8

Look at Me! Look at Me! Conspicuous Brand Usage,Self-Brand Connection,and Dilution

Rosellina Ferraro, Amna Kirmani, Ted Matherly

Journal of Marketing Research

Select article: The role of perceived value in shaping luxury service customers’ self-brand connection

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Research article

First published 2024-4

The role of perceived value in shaping luxury service customers’ self-brand connection

Shiwen Lu, Jiseon Ahn

Tourism and Hospitality Research

Select article: How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

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Research article

First published 2021-7

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Dong Hoo Kim, Yoon Hi Sung, So Young Lee [...]

International Journal of Market Research

Select article: The Effects of Self-Brand Connection and Self-Construal on Consumers' Psychological and Behavioral Responses to Athlete Scandals

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Research article

First published 2023-3

The Effects of Self-Brand Connection and Self-Construal on Consumers' Psychological and Behavioral Responses to Athlete Scandals

Akiko Arai, Yong Jae Ko, Akira Asada [...]

Sport Marketing Quarterly

Select article: Up,Up,and Away: Upgrading as a Response to Dissimilar Brand Users

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Research article

First published 2019-2

Up,Up,and Away: Upgrading as a Response to Dissimilar Brand Users

Yajin Wang, Deborah Roedder John

Journal of Marketing Research

Select article: Influencer Worship and Self-Connection with the Promoted Brands on Social Media: Why Benign Envy and Trait Competitiveness Matter

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Research article

First published 2023-02

Influencer Worship and Self-Connection with the Promoted Brands on Social Media: Why Benign Envy and Trait Competitiveness Matter

Mario R. Paredes, Vanessa Apaolaza, Cristóbal Fernandez-Robin [...]

Cyberpsychology,Behavior,and Social Networking

Select article: Designing Brand Cocreation Activities to Increase Digital Consumer Engagement

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Research article

First published 2024-5

Designing Brand Cocreation Activities to Increase Digital Consumer Engagement

Heather Johnson Dretsch, Amna Kirmani, Josh Lundberg

Journal of Interactive Marketing

Select article: Creativity Connects: Generating Creative Ideas on Behalf of a Brand Increases Feelings of Connection

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Research article

First published 2025

Creativity Connects: Generating Creative Ideas on Behalf of a Brand Increases Feelings of Connection

Sahoon Kim, Maria A. Rodas, Jack A. Goncalo

Personality and Social Psychology Bulletin

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