'My' Brand or 'Our' Brand: The Effects of Brand Relationship Dimensions and Self- Construal on Brand Evaluations

Abstract

Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer’s relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that,under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.

Keywords: brand relationships, brand evaluation, self-construal, self-concept connection, country-of-origin