How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Dong Hoo Kim, Yoon Hi Sung, So Young Lee, Chan Yun Yoo

This research explored how self-brand connections (SBCs) influence consumers' ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued.

Introduction

Consumers utilize brands to create, enhance, and communicate with others (Aaker, 1997; Escalas, 2004). They often enhance or reinforce the self with the brands whose symbolic associations are pivotal to themselves (Dolich, 1969). Thus, brands that are highly associated with consumers' self-concepts have developed strong connections over time, in turn, culminating in favorable attitudes and behavioral intentions (Escalas, 2004). In this context, many researchers have investigated self-brand connections (SBCs), that is, the extent to which consumers integrate a brand into their self-concepts (Escalas & Bettman, 2003), as a critical driver to construct consumer- brand relationships. Extant studies have consistently...

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