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International Journal of Advertising
The Review of Marketing Communications
Volume 36, 2017 - Issue 1: International Conference on Research in Advertising (ICORIA) 2015
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Articles

‘We’ are more likely to endorse than ‘I’: the effects of self-construal and brand symbolism on consumers’ online brand endorsements

Stefan F. BernritterDepartment of Communication Science, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The NetherlandsCorrespondence[email protected]
ORCID Iconhttp://orcid.org/0000-0002-4291-7824
ORCID Icon,
Annemijn C. LoermansDepartment of Educational Neuroscience, VU University, Amsterdam, The Netherlands
,
Peeter W.J. VerleghDepartment of Marketing, VU University, Amsterdam, The Netherlands
&
Edith G. SmitDepartment of Communication Science, Amsterdam School of Communication Research, University of Amsterdam, Amsterdam, The Netherlands
Pages 107-120 | Received 30 Jul 2015, Accepted 27 Apr 2016, Published online: 20 May 2016

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Peeter W. J. Verlegh. (2024) Perspectives: a research-based guide for brand activism. International Journal of Advertising 43:2, pages 388-402.
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Balamoorthy S & Bibhas Chandra. (2023) Sharing healthy lifestyle information on social media during the COVID-19 pandemic: a moderated mediation model. Journal of Marketing Communications 29:8, pages 860-881.
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Paula Fernández, Patrick Hartmann & Vanessa Apaolaza. (2022) What drives CSR communication effectiveness on social media? A process-based theoretical framework and research agenda. International Journal of Advertising 41:3, pages 385-413.
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Yan Shan, Kuan-Ju Chen & Jhih-Syuan (Elaine) Lin. (2020) When social media influencers endorse brands: the effects of self-influencer congruence, parasocial identification, and perceived endorser motive. International Journal of Advertising 39:5, pages 590-610.
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George Panigyrakis, Anastasios Panopoulos & Eirini Koronaki. (2020) All we have is words: applying rhetoric to examine how social media marketing activities strengthen the connection between the brand and the self. International Journal of Advertising 39:5, pages 699-718.
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Sukki Yoon, Kacy Kim, A. J. Beltis, John Logan & Gayatri Subramanian. (2020) Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance. Journal of Global Sport Management 5:3, pages 308-319.
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Hilde A. M. Voorveld, Theo Araujo, Stefan F. Bernritter, Edwin Rietberg & Rens Vliegenthart. (2018) How advertising in offline media drives reach of and engagement with brands on Facebook. International Journal of Advertising 37:5, pages 785-805.
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Balamoorthy S & Bibhas Chandra. (2024) Technology acceptance and self-enhancement in social media. Multimedia Tools and Applications.
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Han Nguyen, Brett A. S. Martin & Gayle Kerr. (2021) Effects of Materialism on Brand-Related User-Generated Content and Positive WOM on Social Media. Australasian Marketing Journal 31:2, pages 135-141.
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Irada Osmanova, Seden Ozerden, Bassam Dalal & Blend Ibrahim. (2023) Examining the Relationship between Brand Symbolism and Brand Evangelism through Consumer Brand Identification: Evidence from Starbucks Coffee Brand. Sustainability 15:2, pages 1684.
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You Li, Yaping Chang & Zhehao Liang. (2022) Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings. Journal of Business Research 150, pages 89-101.
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Trung Dam-Huy Thai, Tien Wang & Tin Trung Nguyen. (2022) We “like” to value the brand: a mixed-method study. Journal of Product & Brand Management 31:8, pages 1265-1284.
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Yanping Gong, Qin Zhang & Jifei Zhang. (2022) Does renting luxury make me shine? The mediating role of perceived signals. Psychology & Marketing 39:8, pages 1599-1609.
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Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari & Gabriel Sperandio Milan. (2021) The symbolic value of wine, moderating and mediating factors and their relationship to consumer purchase intention. International Journal of Wine Business Research 34:2, pages 190-211.
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Zi Wang, Ruizhi Yuan, Martin J. Liu & Jun Luo. (2022) Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US. International Marketing Review 39:2, pages 166-206.
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Sanne Holvoet, Liselot Hudders & Laura Herrewijn. (2022) The power of Facebook friends: An investigation of young adolescents’ processing of social advertising on social networking sites. Communications 0:0.
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Stefan F. Bernritter, Annemijn C. Loermans, Anniek W. Eigenraam & Peeter W. J. Verlegh. (2022) I am Not What I Like: Endorsing Brands on Social Media Negatively Affects Consumers’ Self-Evaluation. Journal of Interactive Marketing 57:1, pages 159-175.
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Chun-Tuan Chang, Hsiao-Ching Lee, Yu-Kang Lee & Hui-Wen Chang. (2021) How to Use a Spokesperson’s Smile Effectively. Journal of Advertising Research 61:4, pages 436-455.
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Patrick Hartmann, Paula Fernández, Vanessa Apaolaza, Martin Eisend & Clare D’Souza. (2020) Explaining Viral CSR Message Propagation in Social Media: The Role of Normative Influences. Journal of Business Ethics 173:2, pages 365-385.
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Ye Wang & Huan Chen. (2020) Self-presentation and interactivity: luxury branding on social media. Journal of Product & Brand Management 30:5, pages 656-670.
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Yan Kou & Samart Powpaka. (2020) Pseudo-ownership advertising appeal creates brand psychological ownership: the role of self-construal and customer type. Journal of Product & Brand Management 30:2, pages 215-230.
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Chaohua Huang & Rui Guo. (2020) The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management 28:1, pages 60-76.
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Kenneth Wilson Graham & Kelly M. Wilder. (2020) Consumer-brand identity and online advertising message elaboration. Journal of Research in Interactive Marketing 14:1, pages 111-132.
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Yaping Chang, You Li, Jun Yan & V. Kumar. (2019) Getting more likes: the impact of narrative person and brand image on customer–brand interactions. Journal of the Academy of Marketing Science 47:6, pages 1027-1045.
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Mireille Lalancette & Vincent Raynauld. 2019. Selfies & stars. Selfies & stars 69 87 .
Alberto Lopez & Raquel Castaño. 2019. Business Governance and Society. Business Governance and Society 281 301 .
Goele Aerts, Tim Smits & P.W.J. Verlegh. (2017) How online consumer reviews are influenced by the language and valence of prior reviews: A construal level perspective. Computers in Human Behavior 75, pages 855-864.
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