Abstract:

Prior research demonstrates that brand image matching with in-group or not matching with out-group, individual’s self-brand connection will be stronger. But it ignores the group characteristics. Basing on the group perspective, this paper discusses the impact of group status and group distinctiveness. Firstly, for in-group, group status and group distinctiveness will enhance the positive relationship between group association brand and self-brand connection. Secondly, for out-group, group status and group distinctiveness have opposite impact. Group status will reduce the negative relationship between group association brand and self-brand connection. But Group distinctiveness will strengthen the negative relationship between group association brands and self-brand connection.

Key words: self-brand connection, group association brand, symbolic consumption, group status, group distinctiveness