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

Shenghong Ye; Jia Li; Zhaobin Zeng; Shuang Hao

doi:10.4236/ojbm.2015.32015

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OJBM> Vol.3 No.2, April 2015

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

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DOI: 10.4236/ojbm.2015.32015 2,921 Downloads 3,528 Views Citations

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Shenghong Ye, Jia Li, Zhaobin Zeng, Shuang Hao

Affiliation(s)

Management School, Jinan University, Guangzhou, China.

ABSTRACT

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.

KEYWORDS

Social Circles, Self-Brand Connection, Public Self Consciousness, Sense of Belonging, Brand Value

Conflicts of Interest

The authors declare no conflicts of interest.

Cite this paper

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.

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