brand. To date, however, no research has explored whether consumers vary with regard to their tendency to form such … connections. In the current research, we conceptualize Brand-Extended Self-Construal (BESC) as the propensity for a consumer to …'s generalized tendency to form connections with brands meaningfully influences important aspects of brand attitudes and loyalty …

salient brand associations indeed contribute to brand attitudes but other similarly salient associations do not. Experimental … personal associations in a brand evaluation context. Study 3 further strengthens the validity of the new typology by showing … understanding of the nature of the brand associations that shape consumer brand attitudes. 2 …