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Advances in Psychological Science    2013, Vol. 21 Issue (5) : 922-933     DOI: 10.3724/SP.J.1042.2013.00922
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The Connotation, Mechanism and Effects of Self-Brand Connections
WANG Caiyu
(Department of Psychology, College of Education Science, Xinyang Normal University, Xinyang 464000, China)
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Abstract  Self-brand Connections (SBC) measure the extent to which consumers have incorporated brands into their individual or social self-concept. There are two types of mechanisms that explain the formation of brand connections. In the viewpoint of consumers’ identity, consumers construct individual, social or national brand connections according to different aspects of identity. From the perspective of brand communication, the formation of brand connections consisted of three stages. The effects of self-brand connections are that brand connections have active, positive influence on the consumer-brand relationship, but this effect realized will be affected by many factors. Future studies should focus on cultural psychology, ego psychology of self-brand connections and the mechanism of our country consumers how to form national brand connections.
Keywords self-brand connections      social identity      brand community      brand country-of-origin connection     
Corresponding Authors: WANG Caiyu   
Issue Date: 15 May 2013
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WANG Caiyu. The Connotation, Mechanism and Effects of Self-Brand Connections[J]. Advances in Psychological Science, 2013, 21(5): 922-933.
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