Self-Identity and Brand Choice:A Brand Relationship PerspectiveHazel H. HuangDurham Business School, U.K.

24 April 2010First International Colloquium on Consumer Brand Relationships

The Brand Relationship MythDoes the brand relationship metaphor really exist?Yes: Fournier (1998) and many othersNo: Bengtsson (2003) and OMalley and Tynan (1999)How do we prove its existence if it exists?: the theoretical groundingClose Relationships as Including Other in the Self by Aron, Aron, and Nelson (1991)

Research QuestionsTo what extent do consumers use the relationship metaphor to describe their brands?If the consumers are able to characterize a brand relationship, to what extent do consumers reflect the brand relationship to their self-identities?

Research Design RQ 1 11 in-depth interviewsBritish Caucasian undergraduate students aged 18-21Semi-structured interviewTalking about themselvesTalking about brands and brand personalityTalking about brand relationship

Findings In-Depth InterviewMost were able to describe their relationships with their brands.

Its [Kelloggs cornflakes] very temperamental. I think if we just had a friendship, it would be a friendship of convenience, where you would drop in and out. If you were going along fine and there were other things to do and other people to see then you wouldnt go there. On the other hand, if you sort of thought, oh, I would really like to see this person again, then it would always be there to back you up. I think Primark is like a new friend. It is the kind of friend where you would go there first and they would be able to give you the right sort of advice. It is a very exciting and new friendship, but its becoming more steady. Yes, the relationship is settling down.[Katie] m

Findings In-Depth InterviewBut some showed difficulties in articulating the relationship.

Q: Would you think of your car as a person?A: My car is a he and hes called Bob.Q: Why Bob?A: Its just Bob. And I tend to say, hang on, wheres Bob, to my housemates.Q: So, your friends know about Bob?A: Yeah. They know I refer to it as Bob.Q: Why did you name your car?A: I dont know I dont know[Robbie]

Findings In-Depth InterviewA dramatic experience needed to trigger the relationship metaphor.

Yeah, [I found I was attached to the car] probably after it was crashed. I loved my car when I had it, but I didnt realize I would miss it. [Lauren]

Research Design RQ 2H1: There is a positive relationship between consumer-brand congruence and brand relationship quality.

H2: The relationship between self-identity reflection and brand relationship is consistent across symbolic and utilitarian products.

Research Design RQ 2Consumer-brand congruence = |consumer personality brand personality|Product pre-tests the FCB grid

Randomly assigning one product to one participantEach participant asked to rate their favourite or most-frequently-used brands468 questionnaires returned, 90 brands evaluatedJeans: 112; Soft drinks: 116; Laptop computers: 114; Dish-washing detergents: 126

Laptop ComputerJeansDish-washing detergentsSoft drinks

Results: H1 was supportedConsumer-BrandCongruenceBrand Relationship Quality.12 (2.47)2=54.79, df=20, p

Results: H2 is supportedH2: The relationship between self-identity reflection and brand relationship is consistent across symbolic and utilitarian products.

F(3, 460) = 2.23, p >.05

Does brand relationship exist?Meanbrand relationship quality < 2.5 (5-point Likert-type scale).Meanbrand relationship quality < 4.5 (10-point Likert-type scale) (Park et al., 2002)

SummaryGood Brand Relationships as Including the Brand in the SelfSignificant brand experience is key to identity reflection (consumer-brand congruence), but being able to imagine a relationship with their brands and recognize them as favourite brands is critical to identify a relationship with the brands.Brand relationship does exist, but weakly.Methodologically: Consumers difficulty in articulating a brand relationship or their lack of awarenessDoes the current scale capture brand relationship quality successfully?

Thank you!