Conference proceeding
When Brand Symbolism Matters: a Social Identity Perspective
Advances in Consumer Research, Vol.39, p869
01 Jan 2011
Abstract
Previous research has examined the effect of brand symbolism on consumers' self-concept and self-brand identification. However, no research has been done on the role of brand cultural symbolism in the cross-border brand acquisition context. Drawing on social identity theory, we examined the extent to which brand cultural symbolism affects consumer brand evaluation and purchase intention. The results suggest that consumers suffer a sense of loss when a culturally symbolic brand is acquired by a foreign country, which in turn affects their brand evaluation. Consumers' social identity strengthens this relationship.
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Details
- Title
- When Brand Symbolism Matters: a Social Identity Perspective
- Creators
- Hua ChangDaniel Korschun
- Publication Details
- Advances in Consumer Research, Vol.39, p869
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Marketing
- Identifiers
- 991020548385404721