I Like It, But It's Just Not Me: Self Brand Connections, Brand Evaluations, and Experts in Markets
PublisherThe University of Arizona.
RightsCopyright © is held by the author. Digital access to this material is made possible by the University Libraries, University of Arizona. Further transmission, reproduction or presentation (such as public display or performance) of protected items is prohibited except with permission of the author.
AbstractIn my thesis, I explore two important marketing entities, self brand connections and brand evaluations. To begin, I show that there are different levels of expertise in a given domain ranging from amateur to expert. This expertise level affects the degree to which consumers develop self brand connections to brands ranging from recreational to elite. In my study, I show that expert consumers develop special relationships with elite brands that recreational runners do not. Even more interesting, I show that consumers of all expertise levels show the same liking for fashion brands as they do professional brands. Therefore, expert runners can say they like a brand and still feel as it that brand does not represent who they are (i.e. high brand evaluation, low self brand connection). My study shows that self brand connection is not an antecedent to brand evaluation.
Degree ProgramHonors College