Reference groups and self-brand connections for apparel products

Abstract

This study focused on self-brand connections for the apparel product category by extending previous research on self-brand connections. The purpose of this study was to examine the relationship between reference groups (in-groups vs. out-groups) and self-brand connections, the influential role of self-brand connections on apparel brand attitudes, and brand image perceptions of design, prestige, and workmanship. The moderating role of apparel product involvement, and self-construal on the relationship between self-brand connections and perceptions of brand images were also examined. The results revealed that self-brand connections with in-group/out-group brands are closely related to consumers' favorable/unfavorable brand attitudes. In addition, the findings showed that individuals' apparel product involvement does not moderate the relationship between self-brand connections and brand image perceptions. Only independent self-construal had a moderating effect on the degree of self-brand connections concerning design image perception. Overall, the findings in this study indicate that consumer responses toward apparel brands (e.g., brand attitudes, brand image perceptions) can vary according to self-brand connections with different type of reference groups. In addition, the design aspect of the brand image was found to be very critical in one's self-expression of uniqueness. The influential role of reference groups on consumers' apparel brand preferences is highlighted in this study with special marketing implications for apparel companies.