Sel-concept

Question 1

Batra et al.

Answer 1

• Brand love: highest level of loyalty
• harmony between self and brand
• can feel like an old friend
• quality beliefs are antecedents of brand love
• and result in brand loyalty, positive WOM, resistance to negative information
• more likely to have high brand love when self-brand congruency is high
• greater brand love for high involvement products
  EXAMPLE: ?

Question 2

Bhatt and Reddy

Answer 2

Functional vs symbolic

• functional –> tangible, delivers need satisfaction almost immediately
• symbolic –> satisfying intangible, psychological
  
  • has 2 dimensions: prestige and personality

Question 3

Levy (1959)

Answer 3

Symbols for Sale

• communicate who we are through our choices
• erosion of choice based on functionality, price, quality

Personality
- every brand has an age, gender and personality

Question 4

Belk (1988)

Answer 4

• possessions come right after mind and body
• possessions can be extensions of ourselves (people, places, things)
• reinforcement from others reinforces our attachment to the brand
• satisfaction from purchase/consumption reinforces our self-concept
• collections; technology; gift-giving; vicarious consumption
• private self vs social self; actual vs ideal
• sense of self continually changing over life course

Question 5

Hogg and Banister

Answer 5

• the undesired self
• avoiding products/brands incongruent with self-concept
• we want to mitigate risks/threats to actual or ideal self
• avoid gift giving threats

Limitations:

• qualitative, small sample –> generalisability issues
• dated (2001) –> branding has become even more powerful know with digital tech and internet

Question 6

Goffman

Answer 6

• dramaturgy and impression management

Question 7

Fournier

Answer 7

• Consumer-brand relationships
• arranged marriage; casual friends; marriage of convenience; committed partnership; best friends; compartmentalised friends; kinship; avoidance/rebounds; childhood friendships; courtships; dependencies; flings; enmities; secret affairs; enslavements

Question 8

Wilk (in connection with Hogg and Banister)

Answer 8

• people have an easier time explaining why they dislike something compared to liking something

Question 9

Sirgy 1982

Answer 9

• actual and ideal self

Question 10

Wattanasuwan (2005)

Answer 10

• social display

Question 11

Belk (2013)

Answer 11

• 5 changes to the extended self theory due to digital progress
• dematerialisation
• re-embodiment
• sharing
• co-construction of self
• distributed memory

Question 12

Cowan and Spielman (2018)

Answer 12

• tourist advertisement study
• people tend to self-confirm their beliefs –> prefer information that does this
• respond less favorably to ads perceived as incongruent with their identity
• geographical distance impedes self-confirmation decisions
• cultural self-identity priming can attenuate negative effects of distance –> either by making cultural identity salient OR increasing cultural relevance of the ad

Limitations

• only looked at independent cultures
• did NOT examine brand effects (e.g. brand equity)
• did NOT consider macro-environments (e.g. political climate, elections, etc.)

Question 13

Salzer-Morling and Strannegard

Answer 13

• challenges the idea of brand as stories crafted and controlled by corporations
• brands speak to us primarily through images, rather than stories –> open to reflection and distortion
• brand becomes image consumed in its own right
• brands do not carry inherent meaning –> need interaction
• losing control –> adbusters, creation of meaning during consumption not in control of either consumer or corporation (EX: Burberry)