Self-Construal, Reference Groups, and Brand Meaning JENNIFER EDSON ESCALAS JAMES R. BETTMAN* We propose that consumers purchase brands in part to construct their selfconcepts and, in so doing, form self-brand connections

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Date: 2006-09-18 13:31:05 Behavioural sciences Sociological terms Conceptions of self Construals Ingroups and outgroups Brand Self-concept Self-Expansion Model Out-group homogeneity Group processes Social psychology Behavior		Self-Construal, Reference Groups, and Brand Meaning JENNIFER EDSON ESCALAS JAMES R. BETTMAN* We propose that consumers purchase brands in part to construct their selfconcepts and, in so doing, form self-brand connections Add to Reading List Source URL: faculty.fuqua.duke.edu Download Document from Source Website File Size: 137,87 KB Share Document on Facebook

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	Self-Construal, Reference Groups, and Brand Meaning JENNIFER EDSON ESCALAS JAMES R. BETTMAN* We propose that consumers purchase brands in part to construct their selfconcepts and, in so doing, form self-brand connections DocID: 15Van - View Document