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Self-Brand Connection Effects On Consumers Goal Pursuit Behavior, Ahmed Mohammed Alradadi

FIU Electronic Theses and Dissertations

While many marketers spend a considerable amount of their advertising dollars communicating the association between their brands and consumers’ goals, and although it is well established that consumers gravitate toward brands that represent images and ideals they desire to achieve (Chen, Wan & Levy, 2017), existing research is largely silent regarding when and how brands help versus hurt consumer goal pursuit. Thus, we need a greater understanding regarding when and how consumer use of brands to assist in goal pursuit is detrimental versus beneficial. Furthermore, the outcome of the consumer’s brand-assisted goal pursuit is likely to affect their relationship with …