Consumer Behavior

Extended Self-Concept and Brand-Related Responses in the Sensory Modality Context

Authors: Chae Mi Lim (Philadelphia University) , Seeun Kim (University of Tennessee) , Youn-Kyung Kim (University of Tennessee)

Abstract

Self-concept has been addressed as an important factor that influences consumer behavior. Fashion brands, in particular, are frequently used a way of expressing self to others. However, recent resurgence of research interests in self-concept focuses not on the self-concept per se, but on the relationship between the self-concept and brand-related behavior (Kirmani, 2009).

Keywords: extended self, sensory, Brand Attachment, word-of-mouth, loyalty

How to Cite: Lim, C. , Kim, S. & Kim, Y. (2014) “Extended Self-Concept and Brand-Related Responses in the Sensory Modality Context”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).