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The Role Of Self-Brand Overlap In Consumer Evaluations Of Brand Portfolio Management Decisions, Kendra A. Hart

Electronic Thesis and Dissertation Repository

Branding research has begun to explore how loved brands are included in consumers’ self-concepts. Such self-brand overlap can enable consumers to react to brand-relevant situations as though they were self-relevant. Synthesizing theories of self-other overlap and perspective taking, self-enhancement and self-protection, as well as brand portfolios, I articulate how self-serving biased cognitions can influence consumer attitudes and behaviours toward entire brand portfolios via the consumer’s self-brand overlap with a single portfolio member.

Study 1 was designed to investigate how self-serving biases can positively affect consumer evaluations of multi-brand portfolios of which the consumer’s focal brand is a member. Potential reasons …