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

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.


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 ar

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