Wallace, Elaine and Torres, Pedro and Augusto, Mário and Stefuryn, Maryana (2021) Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands. Journal of Business Research, 135. pp. 519-531. ISSN 0148-2963

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Abstract

Brands provide a means for consumers to present the self, expressing their inner selves (the ‘real me’), or their social selves (how others see me). With the rise in social media use, academics and practitioners seek to understand how consumers’ self-expression through following brands online leads to brand outcomes. This study investigates the inner and social self-expressiveness of brands as separate antecedents of two outcomes: intention to co-create value and willingness to pay a premium price. Insights from 332 followers of brands on social media reveal that the inner and social self-expressiveness of brands drive these outcomes differently, as online brand engagement and brand trust mediate the relationship between self-expressive brands and brand outcomes, but only when the brand has an ability to express the inner self. The findings have implications for the study of self-expressive brands and their influence on brand outcomes.

Item Type:	Article
Keywords:	Brand Trust; Online Brand Engagement; Self-Expressive Brands; Social Media; Value Co-Creation; Willingness to Pay a Premium;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	17404
Identification Number:	https://doi.org/10.1016/j.jbusres.2021.06.058
Depositing User:	Elaine Wallace
Date Deposited:	11 Jul 2023 15:38
Journal or Publication Title:	Journal of Business Research
Publisher:	Elsevier
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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