Tarje Børsum Gaustad

The Routledge Handbook of Identity and Consumption 2nd Edition p. 438-448 Doi: https://doi.org/10.4324/9781003383628-38

We present a framework synthesizing motivations, origins, and outcomes of self-brand connections (SBC), defined as the degree to which the consumer has incorporated the brand into the self-concept. When consumers incorporate a brand into their identity, the brand is categorized as part of the self, such that brand associations are linked to mental representations of the self, and consumers develop a sense of oneness with the brand.<p> <p>We propose that SBCs can be motivated by both self-verification and self-enhancement goals, i.e., consumers can use brand connections to verify who they are and/or to signal who they want to be. Further, the origins of SBCs can be the values and associations reflected by a brand (symbolic SBC), as well as idiosyncratic autobiographical memories involving the brand (experiential SBC). Finally, a high degree of SBC can lead to positive brand outcomes such as pro-brand consumer behaviors (loyalty, positive word of mouth, willingness to pay a price premium, and more) and serve as a buffer against negativity (scandals, transgressions, and other undesirable brand exposure), but also foster managerial reluctance to change and innovation in fear of negative consumer responses. For consumers, SBCs can be instruments for self-construal and identity signaling by signaling prestige, affiliation, and/or divergence. Based on this framework, we propose directions for future research on SBCs.

Journal of Cleaner Production 470 Doi: https://doi.org/10.1016/j.jclepro.2024.143300

This paper studies how carbon emission reductions and offsets influence consumer perceptions of firm environmental sustainability. We hypothesize that consumers perceive firms that reduce (vs. offset) internally (vs. in the supply chain) as more sustainable, since these options are perceived to take more effort, used as a heuristic for altruism and sustainability. We also hypothesize that knowledge about climate change and offsets reduce the reliance on effort. The results from three experiments show that firms that reduce are perceived as more sustainable than firms that offset emissions, and that this effect is mediated through perceived effort and altruism. Reducing or offsetting internally (vs. in the supply chain) does not influence perceived sustainability, and knowledge about climate change or offsets does not reduce the effect of reduction (vs offsets). Employee participation in the offsetting does not increase perceived effort and sustainability.

Handbook of Research on Identity Theory in Marketing. p. 125-140 Doi: https://doi.org/10.4337/9781788117739.00018

International Journal of Research in Marketing 36(2) p. 264-280 Doi: https://doi.org/10.1016/j.ijresmar.2019.01.001

The current research investigates a potential disadvantage of building brand associations that resonate with consumers' identities and facilitate consumer–brand bonding. The authors propose a theory of consumer response to changes that either dampen or augment the associations central to brand image (e.g., due to brand acquisitions or repositioning). The results show that consumers with a high degree of self–brand connection respond more negatively than others do to changes that dampen brand associations. Counterintuitively, changes augmenting brand associations can also lead to unfavorable consumer sentiments in certain instances. When brand connection was linked to an ideal self-identity (i.e., self-enhancement motives), changes that augmented the brand image increased the brand's ability to signal an ideal identity. Conversely, when brand connection was linked to the actual self-identity (i.e., self-verification motives), augmenting brand image reduced the perceived similarity between the self and the brand, thus causing brand identification to deteriorate.

Psychology & Marketing Doi: https://doi.org/10.1002/mar.21137

Companies commit considerable resources to building brand associations that resonate with consumers’ identities and facilitate strong consumer–brand bonds. The current research investigates a potential disadvantage of this popular strategy. The results from three studies show that consumers with a high degree of self‐brand connection respond negatively to brand developments (e.g., brand acquisitions and repositioning) that change brand meaning. The authors show that this effect is due to a change in the identity signaled by the brand. The results contrast with existing research, which has consistently found that brand connections promote probrand behavior and serve as a buffer against negative brand information.

Journal of Business Research p. 1-9 Doi: https://doi.org/10.1016/j.jbusres.2018.10.040

Psychology & Marketing 31(12) p. 1064-1073 Doi: https://doi.org/10.1002/mar.20753

BI Marketing Magazine

Advances in Consumer Research p. 825-826