... 2026 02 05 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only DEI Political ideology Self-brand connection Perceived brand authenticity Corporate political advocacy Political branding Brands have drawn attention...

... unbranded) business gifts on reciprocity motivation was tested. Mediation of the effect through brand motive and brand warmth (Studies 1–3), moderation of self-brand connection (Study 4) and the downstream effect of reciprocity motivation on purchase intent (Study 5) were also tested. Findings Branded...

... as a contextual group receiving support, this research probes factors that make brand allyship seem sincere and how brand allyship affects consumer self-esteem. It further examines how perceived sincerity and derived self-esteem affect consumers’ perceived self-brand connections and reported brand attitudes...

... structural equation modeling to examine the interrelationships among sense of liberation, perceived trendiness, hedonic engagement, perceived humor, self-brand connection and brand love. Findings The results indicate that a sense of liberation significantly influences self-brand connection but does...

... (consumer regret) the precrisis committed brands, reinforced by corporate ability and responsibility (expectancies) during moral dilemma crises and whether self-brand connection moderates this relationship. Design/methodology/approach The main study used a scenario-based online survey with a purchased...

... dimensions of brand coolness (i.e. self-oriented and other-oriented coolness) exert positive impacts on brand relationship outcomes (i.e. brand satisfaction, brand love and brand advocacy) through brand attitude (i.e. the evaluative mechanism) and self-brand connection (i.e. the identity mechanism). While...

.... This work aims to explore what role brands play in this issue by analyzing what impact the perceived benefits of brand channel-mix have on consumer self–brand connection (SBC) and what their effect is in enduring consumer–brand relationships (i.e. future channel-mix use and word of mouth [WOM]). This paper...

.../approach Four studies (N = 851) examine the moderating role of relationship norms on product labeling cues (crowdsourcing vs firm-generated) effects on brand engagement, and the underlying mechanism of self-brand connection. Findings The findings suggest that crowdsourcing (vs firm-generated...

...Yaoqi Li; Chun Zhang; Lori Shelby; Tzung-Cheng Huan Purpose This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown...

... in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection...

... consumers retrieve brand-related information (Mikulincer and Shaver, 2007 ; Park et al., 2010). Self–brand connection and brand prominence are seen as two salient cognitive concepts, reflecting the extent of consumer attachment to a brand (Park et al., 2006 ; Park et al., 2010...

... the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution...

...Liezl-Marié van der Westhuizen Purpose This paper aims to determine one explanation for how the self-brand connection is associated with brand loyalty through the brand experience. Brand experience should verify the self-brand connection by acting as a mechanism through which a self-brand...

...Abhishek Dwivedi; Lester W. Johnson; Robert E. McDonald Purpose – The purpose of this paper is to examine the impact of celebrity endorser credibility on consumer self-brand connection and endorsed brand equity. A conceptual model is developed, positioning consumer self-brand connections...

.../methodology/approach A conceptual model with a theoretical basis in the branding literature is developed to illuminate the antecedents of self‐brand connection and brand advocacy in the context of city branding. The model is then tested using structural equation analysis on a sample of residents from...