"My" brand or "our" brand: The effects of brand relationship dimensions and self-construal on brand evaluations

Vanitha Swaminathan, Karen L. Page, Zeynep Gürhan-Canli

Research output: Contribution to journalReview article

211 Scopus citations


Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept connection and brand country-of-origin connection vary based on self-construal. Results across two studies reveal that, under independent self-construal, self-concept connection is more important. Under interdependent self-construal, brand country-of-origin connection is more important.

Original languageEnglish (US)
Pages (from-to)248-259
Number of pages12
JournalJournal of Consumer Research
Issue number2
StatePublished - Aug 2007


All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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