...Reza Fazli-Salehi; Ivonne M. Torres; Rozbeh Madadi; Miguel Ángel Zúñiga Purpose The purpose of this study was to explore the impact of self-related traits on consumer self-brand connection (SBC) and communal-brand connection (CBC) in public vs private consumption. Marketing practitioners...

...-participating consumers. If the co-creating consumer looks dissimilar to the in-group, the reference group text has no effect. Self–brand connection mediates these effects on brand attitudes. Research limitations/implications A reference group perspective is introduced as a boundary condition...

... associations. Current studies examine the interactive effects of self-brand connection (SBC) and consumer need for uniqueness (cNFU) on intentions to engage in brand-promoting and brand-protecting word-of-mouth behavior to in-group and out-group recipients. Design/methodology/approach Experimental scenario...

...Manfred Hammerl; Florian Dorner; Thomas Foscht; Marion Brandstätter Purpose – The purpose of this paper is to examine the role played by both, self-brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups...