The Effects Of Self Construct And Brand Image On Self-brand Connection In Different Reference Groups

A large number of studies show that the connection between the brand and the individual is influenced by the brand image and the reference group.At the same time,the influence of individual self-construction differences on self-brand connection has also been receiving more and more attention.This study is based on previous studies,which conducted two series of experiments.Experiment 1 examines the self-brand connection of brands in different reference groups which are consistent with the image.Pre-experiment was conducted prior to experiment 2,which activation of different self-constructed types of university subjects by instructions,And then,the study examined four types of self-brand constructions:in-group brand matches,in-group brand does not match,out-group brand matches,and out-group brand does not match.The study examined the impact of reference groups,self-construction and brand image on self-brand associations and the interaction.Experiment 1 was a two factors repeated experiment.There were 50 subjects who were asked to list four types of brands include in-group brand matches,in-group brand does not match,out-group brand matches,and out-group brand does not match and then measure the subjects' self-brand connections between these four brands.The results of the one-way ANONA shows that instructions activate two reference groups of subjects effectively.And the results of the two-factor repeated measurement ANOVA shows reference group type and brand image affect self-brand connection at the same time,and there is interaction between the two.Simple effect analysis of the results found that,the SBC of in-group brand matches is significantly higher than the in-group brand does not match,the SBC of out-group brand does not match is significantly higher than out-group brand matches.Pre-experiment was conducted prior to experiment 2,which was a single factor complete random experiment.There were 76 subjects who were divided into interdependent self-constructed group(n=3 8)and independent self-constructed group(n=38).Use instructions to activate different self-construction types of subjects,and use self-construction scale to test the effect of manipulation.A paired-samples T test found that independent self-construction type group subjects independently self-item score significantly higher than the score of interdependently self-item.In the interdependent self-constructed group,independently self-item score significantly lower than interdependently self-item.Formal Experiment 2 used a self-construction type(independent,interdependent)xreference group type(in-group,out-group)xbrand image(match,not match)three-factor mixed experimental design.Two groups of subjects in the pre-experiment were repeated the steps of the experiment 1.Three-factor ANOVA used to examine the data of experimental 2,the results found that there was a significantly interaction between self-construction,reference group and brand image.Simple effect test results show that in the interdependent self-constructed group,self-brand connection of in-group brand matches is significantly higher than it in the independent self-constructed group.As well as,in the independent self-constructed group,self-brand connection of in-group brand not match is significantly higher than it in the interdependent self-constructed group.However,in the in the independent self-constructed group,self-brand connection of out-group brand matches is significantly higher than it in the interdependent self-constructed group.There were no significant differences in self-brand connection between two groups of different types of self-constructed groups that did not match the image of out-group.These results show that(1)in different reference groups,brands with different images have different influences on self-brand connections,consumers tend to choose the brand with image macthed ingroup,avoid the one whose image matched outgroup;(2)through the instruction,different types of self-constructions of college students can be successfully activated;(3)self-brand connections are different that different types of self-construction of individuals with four types of brand:in-group brand matches,in-group brand does not match,out-group brand matches,and out-group brand does not match.Compared to consumer with independent self-construction,interdependent self-construction consumers pay more attention to the relationship between the reference and brand image,they tend to go along with selection of the brand of the in-group,to avoid the brand its image matched with out-group.