The Effects of Non-target Consumers' Brand Usage on Target Consumers' Brand Attitude——The Moderating Effect of Self Construal

Abstract

Abstract:

Consumers who buy a brand are not the consumers targeted by the brand. Take the perspective of self-motivation, this paper discusses the effect of non-targeted consumers' brand usage on targeted consumers' brand attitude. We conduct an experiment and the results indicate that non-target consumers' brand usage has different influence on target consumers and this effect is moderated by self-construal. We divide non-target consumers into three categories:aspiration reference group, neutral reference group and dissociative reference group. Aspirational reference group's brand usage could improve the brand attitude of target consumers who are independent, while dissociative reference group's brand usage could reduce the brand attitude of target consumers who are interdependent. Neutral reference group's brand usage dilutes the image of brand user and results in lower brand attitude of target consumers, while the effect only exists in interdependent consumers. This research not only enriches the literature of consumer-brand relationship but also provide managerial implications for managers.

Key words: target consumers, reference group, self-motivation, self-construal, brand attitude

Liu Hongyan, Wei Wei, Wei Haiying. The Effects of Non-target Consumers' Brand Usage on Target Consumers' Brand Attitude——The Moderating Effect of Self Construal[J]. , 2017, 29(8): 110-120.

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