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Social and Behavioral Sciences Commons™
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Full-Text Articles in Social and Behavioral Sciences
What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone
What You Really See In The Mirror: A Consumer's Journey With Self-Brand Congruence, Alexis Verone
The Review: A Journal of Undergraduate Student Research
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Faculty Publications
This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer …