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

Figures & data

Figure 1. Proposed moderated mediation model. The dotted line implies that the direct effect of SC on online brand endorsements vanishes when testing the whole moderated mediation model.

Figure 2. Consumers’ perception of brand symbolism as a function of self-construal and brand attitude.