My brand or our brand:: The effects of brand relationship dimensions and self-construal on brand evaluations

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.