Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value

DOI: 10.4236/ojbm.2015.32015   PDF   HTML   XML   3,105 Downloads   3,802 Views   Citations


In this article we categorize social circles by sense of belonging and explore the relation between social circle types and self-brand connection (SBC). Furthermore, we research the mechanism of how the impact of social circles on consumers’ SBC is influenced by self-awareness within a particular social circle and by brand value. Our findings show that 1) the sense of belonging toward social circles has positive influence on SBC; 2) consumers’ self-awareness moderates the impact of social circles on SBC; 3) the type of brand value moderates the impact of social circles on SBC. Finally, several suggestions are derived for local management practice in China.

Share and Cite:

Ye, S. , Li, J. , Zeng, Z. and Hao, S. (2015) Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value. Open Journal of Business and Management, 3, 155-162. doi: 10.4236/ojbm.2015.32015.

Conflicts of Interest

The authors declare no conflicts of interest.


[1] Escalas, J.E. and Bettman, J.R. (2003) You Are What They Eat The Influence of Reference Groups on Consumer Connections to Brands. Journal of Consumer Psychology, 13, 339-348.
[2] Escalas, J.E. and Bettman, J.R. (2005) Self-Construal Reference Groups and Brand Meaning. Journal of Consumer Research, 32, 378-389.
[3] Dreze, X. and Nunes, J. (2009) Feeling Superior: The Impact of Loyalty Program Structure on Consumer Perception of Status. Journal of Consumer Research, 35, 890-905.
[4] Chaplin, L.N. and John, D.R. (2005) The Development of Self-Brand Connections in Children and Adolescents. Journal of Consumer Research, 32, 119-129.
[5] Muniz Jr., A.M. and O’Guinn, T.C. (2001) Brand Community. Journal of Consumer Research, 27, 412-432.
[6] Fei, X.T. (1998) Rural China and Fertility Regimes. Peking University Press, Beijing.
[7] Du, W.Q., Yu, C.L. and Zhao, P. (2009) Type of Reference Group and Self-Brand Connection. Acta Psychologica Sinica, 2, 156-166.
[8] Chernev, A., Hamilton, R. and Gal, D. (2011) Competing for Consumer Identity: Limits to Self-Expression and the Perils of Lifestyle Branding. Journal of Marketing, 75, 66-82.
[9] Barwise, T.P. (1992) Brand Equity: Snark or Boojum? International Journal of Research Marketing, 10, 93-104.
[10] Chattaraman, V., Rudd Nancy, A. and Lennon Sharron, J. (2010) The Malleable Bicultural Consumer: Effects of Cultural Contexts on Aesthetic Judgments. Journal of Consumer Behaviour, 9, 18-31.
[11] Li, Y.M., Xiao, Y. and Huang, X.C. (2007) Social Identity. A Structural View Analysis—As an Example of the United States, Germany and Japan. Shanghai People’s Publishing House, Shanghai.
[12] Fournier, S. (1998) Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24, 343-373.
[13] Park, C.W. and Lessig, V.P. (1977) Students and Housewives: Difference in Susceptibility to Reference Group Influence. Journal of Consumer Research, 3, 102-110.
[14] Forehand, M.R., Deshpande, R. and Reed II, A. (2002) Identity Salience and the Influence of Activation the Social Self-Schema on Advertising Response. Journal of Applied Psychology, 87, 1086-1099.

comments powered by Disqus

Copyright © 2020 by authors and Scientific Research Publishing Inc.

Creative Commons License

This work and the related PDF file are licensed under a Creative Commons Attribution 4.0 International License.