When you are what you own: do physically attractive people benefit more from owning sophisticated brands?

Enny Das, Ivar Vermeulen, Tessa Laagland and Almer Postma

Although desirable brands may positively affect impressions of its owner, brand ownership may also evoke negative reactions if a brand’s image is seen as incongruent with the brand owner.

When you are what you own: do physically attractive people benefit more from owning sophisticated brands?

Enny Das, Ivar Vermeulen, Tessa Laagland and Almer Postma

VU University

Introduction and background

Products and brands often serve functions that surpass simple utility or necessity. Consumers may buy brands to extend the self (Belk 1988; Cohen 1989); for instance, a businessman may quickly adapt to the dress code at his new workplace and buy a designer suit in an effort to define his newly formed social identity. Brands may also affect the impression people form of others....

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