期刊
JOURNAL OF BUSINESS RESEARCH
卷 137, 期 -, 页码 46-57出版社
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2021.08.006
关键词
Self-concept clarity; Materialism; Self-brand connection; Communal-brand connection
类别
The study found that consumer self-concept clarity has an impact on self-brand connection and communal-brand connection, while materialism does not. In multi-ethnic advertising, there is a negative relationship between self-concept clarity and materialism, while this relationship does not exist in other types of advertising.
The purpose of this study is to explore the effect of consumer self-concept clarity and materialism on consumers' self-brand connection and communal-brand connection as well as purchase intention in the context of ethnically matched, mismatched, or multi-ethnic advertising. The results showed that self-concept clarity has a negative impact on self-brand connection and communal-brand connection for ads featuring multi-ethnic models (but not for ads featuring ethnically matched or mismatched models), while materialism did not exhibit any impact on self-brand connection or communal-brand connection for any of the conditions. A negative relationship between self-concept clarity and materialism was found for the multi-ethnic approach (but not for ads featuring ethnically matched or mismatched models). Marketing practitioners will benefit from these findings by gaining insight on how consumer traits influence consumer-brand relationships in the context of match, mismatch, and multi-ethnic advertising approaches.
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