Researchers have studied consumer-brand relationships through two theoretical lenses: One looks at the brand as an agent in a relationship and the other looks at the brand as a tool for identity management. This study used self-expansion theory and the inclusion of the other into the self (IOS) scale to combine both ideas. This research provided new insights into how consumers include brands into their self-concept based on length of time and frequency of brand usage. The research found that the length of a relationship with a brand has a positive effect on the level of inclusion of the brand into the self (IBS) by the consumer. However, the frequency of use had no moderating effect between the length of relationship and level of IBS as seen in previous studies. This work furthered the application of self-expansion theory into the domain of brand research and provides professionals with richer models regarding how to develop and manage successful relationships with their customers.
|Commitee:||Hay, George W., Hogg, Jerri Lynn, Rutledge, Pamela B.|
|School:||Fielding Graduate University|
|School Location:||United States -- California|
|Source:||DAI-B 80/08(E), Dissertation Abstracts International|
|Keywords:||Brand, Identity, Marketing, Overlap, Relationships, Self-expansion|
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