reference groups moderates the image congurence and brand loyalty
Reference group moderates the relationship between self-image congurence and brand loyalty
M2014420
Park Sunhee
Professor Z.H.Bang
Introduction
For some time, social scientists have recognized group membership as a determinant of behavior.The fact that people act in accordance with a frame of reference produced by the groups to which they belong is a long-accepted and sound premise (Merton and Rossi 1949). People engage in consumption behavior in part to construct their self-concepts and to create their personal identity (e.g., Belk 1988; Richins 1994). Marketers have generally accepted the reference group construct as important in at least some types of consumer decision making. Consumer research on reference groups has demonstrated congruency between group membership and brand usage (e.g., Bearden and Etzel 1982; Bearden, Netemeyer, and Teel 1989; Bumkrant and Cousineau 1975; Childers and Rao 1992; Moschis 1985) and has defined several types of social infiuence (e.g., Bearden and Etzel 1982; Park and Lessig 1977).Consumers form associations between reference groups and the brands they use and transfer these meanings from brand to self by selecting brands with meanings relevant to an aspect of their current self-concept or possible self.
Literature Reviews
Social motivation
Consumers may remain loyal to a brand to identify with a brand community ( Muniz and O ’ Guinn, 2001 ), negotiate belonging to brand-defined in- and out-groups ( Escalas and Bettman, 2005 ), and form reference group associations ( Bearden and Etzel, 1982 ). Alternatively, a consumer ’ s desire to break away from his or her present environment may motivate brand loyalty ( Hirschman, 1983 ), where consumers experiencing high levels of stress and dissatisfaction with their social and physical environments may turn to a brand to create comfort or temporary refuge.Although belonging to a group is often seen as the main motive
M2014420
Park Sunhee
Professor Z.H.Bang
Introduction
For some time, social scientists have recognized group membership as a determinant of behavior.The fact that people act in accordance with a frame of reference produced by the groups to which they belong is a long-accepted and sound premise (Merton and Rossi 1949). People engage in consumption behavior in part to construct their self-concepts and to create their personal identity (e.g., Belk 1988; Richins 1994). Marketers have generally accepted the reference group construct as important in at least some types of consumer decision making. Consumer research on reference groups has demonstrated congruency between group membership and brand usage (e.g., Bearden and Etzel 1982; Bearden, Netemeyer, and Teel 1989; Bumkrant and Cousineau 1975; Childers and Rao 1992; Moschis 1985) and has defined several types of social infiuence (e.g., Bearden and Etzel 1982; Park and Lessig 1977).Consumers form associations between reference groups and the brands they use and transfer these meanings from brand to self by selecting brands with meanings relevant to an aspect of their current self-concept or possible self.
Literature Reviews
Social motivation
Consumers may remain loyal to a brand to identify with a brand community ( Muniz and O ’ Guinn, 2001 ), negotiate belonging to brand-defined in- and out-groups ( Escalas and Bettman, 2005 ), and form reference group associations ( Bearden and Etzel, 1982 ). Alternatively, a consumer ’ s desire to break away from his or her present environment may motivate brand loyalty ( Hirschman, 1983 ), where consumers experiencing high levels of stress and dissatisfaction with their social and physical environments may turn to a brand to create comfort or temporary refuge.Although belonging to a group is often seen as the main motive
References: FREDERICK E MAY-The Effect of Social Class on Brand Loyalty- Califonia Management Review Yujie Wei and Chunling Yu-HOW DO REFERENCE GROUPS INFLUENCE SELF-BRAND CONNECTIONS AMONG CHINESE CONSUMERS?Implications for Advertising-Journal of Advertising, vol. 41, no. 2 (Summer 201) Lauren I. Labrecque,Anjala S. Krishen,Stephan Grzeskowiak - Exploring social motivations for brand loyalty: Conformity versus escapism-Received (in revised form): 20 th January 2011 JAMES E, STAFFORD-Effects of Group Influences on Consumer Brand Preferences-Journal of Marketing Research, Vol, III (February 1966), 68-75 Jerry C. Olson, Jacob Jacoby - MEASURING MULTI-BRAND LOYALTY-Advances in Consumer Research WILLIAM O. BEARDEN MICHAEL J. ETZEL-Reference Group Influence on Product and Brand Purchase Decisions-JOURNAL OF CONSUMER RESEARCH • Vol. 9 • September 1982 JENNIFER EDSON ESCALAS JAMES R. BETTMAN-Self-Construal, Reference Groups, and Brand Meaning-2005 by JOURNAL OF CONSUMER RESEARCH. Inc. • Vol. 32 • December 2005