Dressing your soul: The role of brand engagement in self-concept

Valentina Mazzoli, Diletta Acuti, Raffaele Donvito, Eunju Ko

Abstract

The current study aims to contribute to the literature on brand engagement in self-concept (BESC). Supported by self-determination theory, a comprehensive model that explains the psychological drivers and consequences of BESC is tested.
Based on a sample of 600 international highly engaged cosplayers, the results contribute to the literature on BESC by showing that extrinsic personal aspirations positively influence individuals’ propensity to include brands in their definition of themselves.
The findings show that higher levels of extrinsic personal aspirations lead to higher BESC manifestations that in turn lead to greater brand loyalty and brand advocacy. Furthermore, the findings indicate that personal aspirations have an indirect effect on brand loyalty and brand advocacy through BESC. The managerial implications for fashion brands are discussed.

Full Text:

PDF




Mercati e competitività - Open Access Peer Reviewed Journal
4 issues per year - ISSN 1826-7386, ISSNe 1972-4861

This journal applies the Creative Commons Attribution - Non-Commercial - No Derivatives 4.0 License (CC BY-NC-ND 4.0) to works published, in order to facilitate free immediate access to, and unrestricted reuse of, original works of all types. Under this license, authors agree to make articles legally available for reuse, without permission or fees, for virtually any purpose. Anyone may copy, distribute or reuse these articles, without modifying them, as long as authors and original sources are properly cited.