“My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations

Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand (e.g., Ford) may be based on a group-level patriotic national identity (e.g., country-of-origin connection). We suggest that the effects of self-concept...