Influence of consumers’ self-brand connections on purchase intentions

Kırcova İ. , Enginkaya Erkent E. , Yılmaz H.

1st Annual International Conference on Social Sciences, İstanbul, Turkey, 21 - 23 May 2015, pp.492-503

  • Publication Type: Conference Paper / Full Text
  • City: İstanbul
  • Country: Turkey
  • Page Numbers: pp.492-503


Brands function as insignia for individuals to express their social identity in and

through their consumption preferences. Strong brands are endowed with salient

symbolic meanings, which attract consumers in order to satisfy their social

desirability and acceptance needs by the possessions of these brands. Based on the

“Social Identity Theory” and the “Theory of Reasoned Action”, a conceptual

model was tested to examine the role of social identity effects and self-brand

connections on consumers’ decision process. Hypotheses were analyzed with a

structural model on a sample of smart-phone users. Results indicate significant

influences of the brand’s symbolic perceptions on the consumers’ brand purchase

intentions which are mediated through self-brand connections and attitudes towards

the brand. Findings and limitations of the study are discussed in terms of the theoretical and practical implications for consumer behavior literature and

marketing implications.