Overlap between Mental Representations of Self and Brand

Trump, Rebecca K.; Brucks, Merrie

doi:10.1080/15298868.2011.595083

Cited by 21 publications

(22 citation statements)

References 56 publications

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“…The actual or imagined relational ties may buttress feelings of fusion so that fused individuals tend to stay fused despite changes in the context (Swann et al., ). Building on these principles that capture the nature of identity fusion, Swann et al () proposed that individuals may also experience feelings of oneness with an object of their devotion (e.g., products) even though there is no social group associated with the object (Trump & Brucks, ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…Considering that NWOM is more influential than positive WOM (e.g., Bone, 1995), this research also assesses consumers' tendencies to undertake complaining behaviors subsequent to brand transgressions. The current conceptualization suggests that consumers may experience a visceral feeling of connectedness with a brand and see the brand's resources as their own (Mittal, 2006;Trump & Brucks, 2012); the union can be so strong among highly fused consumers that the boundaries that ordinarily distinguish the personal and brand-related social self become highly permeable. The personal and the brand-related social self can readily flow into the other so that activating one will activate the other.…”

Section: Negative Word-of-mouth (Nwom)mentioning

confidence: 99%

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Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

Lin¹,

Sung

2013

Psychology and Marketing

126

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While existing literature describes strong brand relationships along several dimensions, this research sheds light on the identity perspective of consumer–brand relationships through the lens of brand identity fusion. Specifically, this research examines the effect of brand identity fusion on consumers’ responses to different brand transgressions. By comparing brand identity fusion with brand identification, this research also provides evidence that brand identity fusion is more predictive and enduring in explaining consumers’ relationship‐serving biases and prorelationship behaviors in the face of brand transgressions. The applicability of brand identity fusion for understanding connections between consumers and brand relationship partners in consumer–brand relationships is presented, followed by discussions of theoretical and managerial implications and directions for future research.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Negative Word-of-mouth (Nwom)mentioning

confidence: 99%

Nothing Can Tear Us Apart: The Effect of Brand Identity Fusion in Consumer–Brand Relationships

Lin¹,

Sung

2013

Psychology and Marketing

126

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“…A key concept in self‐expansion theory is that the greater the overlapping of identities between an individual and a relationship partner, the better the relationship quality (Aron et al., ). Extending self‐expansion theory to a consumption context suggests that the more an individual identifies with a brand, the better the quality of the consumer–brand relationship (Reimann & Aron, ; Trump & Brucks, ). However, inherent in self‐expansion theory in interpersonal relationships are two assumptions that may hinder its application to brand relationships.…”

Section: Imagination Versus Self‐expansion Theory In Brand Relationshipsmentioning

confidence: 99%

The Role of Imagination and Brand Personification in Brand Relationships

Huang

Mitchell

2013

Psychology and Marketing

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Brand relationships have traditionally been theorized as simulating interpersonal relationships, which are reflected in self‐identity or self‐expansion theory. However, such a perspective often ignores or overlooks conceptual differences between true interpersonal relationships and parasocial brand relationships. Considering the characteristics of parasocial relationships, the present study explored the role of imagination and brand personification in the formation of brand relationships. A total of 468 subjects evaluated their favorite brands in a 2 (high vs. low product involvement) × 2 (utilitarian vs. symbolic products) factorial design. The results provided an alternative explanation of brand relationship formation: Imagination may play a greater role in brand relationships than traditionally conceived in self‐expansion theory, and brand personification may moderate the effect of self‐expansion theory. The implication of the research is that encouragement of consumers’ imaginative ability is one route to strengthening consumer–brand relationships.

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“…People often come to form strong bonds with brands (e.g., Fournier, 1998), incorporating beloved brands in the psychological self (e.g., Batra et al, 2012;Escalas & Bettman, 2003;Reimann & Aron, 2009;Trump & Brucks, 2012). We assert that dissociating or distancing the self from beloved brands is an effortful act because it necessitates overriding psychological associations between the brand and the self.…”

Section: The Current Researchmentioning

confidence: 93%

“…People often form strong relationships with brands, even to the point of thinking of brands as friends or family members (Fournier, 1998). When this occurs, people come to identify with their most beloved brands, incorporating these brands into their psychological selves (Batra, Ahuvia, & Bagozzi, 2012;Trump & Brucks, 2012). Not surprisingly, people tend to prefer and select brands with which they identify (e.g., Perkins & Forehand, 2012).…”

Section: Identification With Food Brandsmentioning

confidence: 96%