Reference groups and self-brand connections for apparel products

Kim, Hye-ShinThis 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.University of Delaware, Department of Fashion and Apparel StudiesM.S