Attribution of symbolic brand meaning: the interplay of consumers, brands and reference groups
Purpose The purpose of this paper is to examine the role played by both, self brand connection and reference groups, in attributing symbolic meaning to a brand. Current studies focus either on the influence of reference groups or on the role of self brand connection. We demonstrate that both interact in attributing symbolic meaning. To explain interactions between the consumer, the brand and the reference groups, we draw on Heider's balance theory. Design/methodology/approach A questionnaire was developed which included scales on self brand connection, reference group belonging and symbolic brand meaning. Data were collected through an online survey and analyzed with factor analyses, analyses of variance and correlation analyses. Findings Our findings suggest that consumers may alter their beliefs about a brand depending on both, their self brand connection and the influence of reference groups. If a consumer feels a strong connection with a brand and this brand is used by a dissociative reference g.