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.
Utgård, Jakob & Gaustad, Tarje Børsum (2024)
Carbon emission reductions and offsets: Consumer perceptions of firm environmental sustainability
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.
Escalas, Jennifer Edson; Gallo, Iñigo & Gaustad, Tarje (2019)
Reminiscing on self_brand connections: differentiating experiential versus symbolic origins.
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.
Gaustad, Tarje; Utgård, Jakob & Fitzsimons, Gavan J. (2018)
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.
Olsen, Lars Erling; Samuelsen, Bendik Meling & Gaustad, Tarje (2014)
Same Service, Different Ad Claims: The Moderating Role of Need for Cognition
Consumer's Investments in Brand Relationships: An Explorative Investigation of Specific Investments in Consumer-Brand Relationships
, s. 825- 826.
Utgård, Jakob & Gaustad, Tarje Børsum (2025)
Consumer perceptions of firm sustainability
[Conference Lecture]. Event
Mamen, Anders Mathias & Gaustad, Tarje Børsum (2024)
Shrinkflation versus Inflation: Unpacking Fairness Perceptions of Price Change Tactics
[Conference Lecture]. Event
Mamen, Anders Mathias & Gaustad, Tarje Børsum (2024)
Shrinkflation versus Inflation: Unpacking Fairness Perceptions of Price Change Tactics
[Conference Lecture]. Event
Utgård, Jakob & Gaustad, Tarje Børsum (2024)
Customer Perceptions of Firm Sustainability
[Conference Lecture]. Event
Mamen, Anders Mathias & Gaustad, Tarje Børsum (2024)
Shrinkflation versus Inflation: Unpacking Fairness Perceptions of Price Change Tactics
[Conference Poster]. Event
Utgård, Jakob & Gaustad, Tarje Børsum (2023)
Carbon Emission Reductions versus Offsets: Consumer Perceptions of Firm Environmental Sustainability
[Conference Lecture]. Event
Utgård, Jakob & Gaustad, Tarje Børsum (2023)
How Corporate Social Responsibility Influences Price Expectations: The Moderating Effect of Price Image
[Conference Lecture]. Event
Sarabi, Babak; Wien, Anders Hauge & Gaustad, Tarje Børsum (2022)
Consumer’s attitude to moral framed advertisements when brands taking stand on socio-environmental issues
[Conference Lecture]. Event
What will be the reaction among the consumers when the company takes a stand on the socio-environmental issue and communicate this position through its advertisement message arguing for what it considers as right and positioning against what it considers as wrong? This paper intends to investigate causal effect of framing advertisement message as moral ideal of promoting what it has been considered as right by the company vs. moral obligation of preventing what it has been considered as wrong through an experimental design. Moreover, the mediating effect of pride, anger and guilt caused by this type of Ad framing will be further investigated to clarify how these constructs mediate the effect on consumers’ attitudes to brand, advertisement (Ad) , and consumers’ electric Word of Mouth (eWOM). The results indicate that when the company manipulates the moral framing by arguing about supporting a specific cause, moral ideal (obligation) framed ad is more (less) effective on consumers with high (low) agreement to the cause in terms of attitude to Brand, Ad, and eWOM, moreover this effect is fully mediated by higher (lower) level of Pride, for consumers with high agreement to the cause.
Keywords: Brand Activism, Moral framing, Consumers behaviour, Advertisement
Utgård, Jakob & Gaustad, Tarje Børsum (2022)
Firm carbon emission reduction strategies and perceived sustainability
[Conference Lecture]. Event
Olsen, Lars Erling; Samuelsen, Bendik M. & Gaustad, Tarje (2014)
Same message, different ad framing: The moderating role of need for cognition
