Developing a Comprehensive Manipulation for the Construct Self-Brand Connection

Self-brand connection (SBC) has been manipulated in different ways, often tautologically. This paper provides an effective SBC manipulation that can be used across symbolic and functional brands in online and offline settings, demonstrating internal and external validity. We tested our manipulation in a 2 (SBC: High vs. Low) & times; 4 (Brands: Audi, Benz, BMW, Porsche) in the USA and in a 2 (SBC: High vs. Low) & times; 2 (Brands: Samsung, Apple) in the UK on manipulation check and brand attitude (BA) measures, controlling for gender, brand familiarity and brand ownership. Results show that our SBC manipulation has a strong main effect (omega(2) = .47 experiment 1; .39 experiment 2) and the effect does not vary with the brands. Market research firms can use different elements from our manipulation, such as enhancing congruency of personalities, brand aspiration, desirability, impression management, and word of mouth, to develop advertisements and promotions for the target consumers.