Multicultural advertising: Impact of consumers’ need to belong and brand use on self-brand connection and communal-brand connection

References

• Aaker, J. L. 1997. “Dimensions of Brand Personality.” Journal of Marketing Research 34 (3): 347–356. doi:10.1177/002224379703400304.
   Web of Science ®Google Scholar
• Aguirre-Rodriguez, A., M. Bosnjak, and M. J. Sirgy. 2012. “Moderators of the Self-Congruity Effect on Consumer Decision-Making: A Meta-Analysis.” Journal of Business Research 65 (8): 1179–1188. doi:10.1016/j.jbusres.2011.07.031.
   Web of Science ®Google Scholar
• Aron, A., C. C. Norman, and E. N. Aron. 1998. “The Self-Expansion Model and Motivation.” Representative Research in Social Psychology 22: 1–13.
   Google Scholar
• Aw, E. C. X., and L. I. Labrecque. 2020. “Celebrity Endorsement in Social Media Contexts: Understanding the Role of Parasocial Interactions and the Need to Belong.” Journal of Consumer Marketing 37 (7): 895–908. doi:10.1108/JCM-10-2019-3474.
   Web of Science ®Google Scholar
• Baek, T. H., C. Y. Yoo, and S. Yoon. 2018. “Augment Yourself Through Virtual Mirror: The Impact of Self-Viewing and Narcissism on Consumer Responses.” International Journal of Advertising 37 (3): 421–439. doi:10.1080/02650487.2016.1244887.
   Web of Science ®Google Scholar
• Bagozzi, R. P., and Y. Yi. 2012. “Specification, Evaluation, and Interpretation of Structural Equation Models.” Journal of the Academy of Marketing Science 40 (1): 8–34. doi:10.1007/s11747-011-0278-x.
   Web of Science ®Google Scholar
• Barnes, C. D., M. Carvallo, R. P. Brown, and L. Osterman. 2010. “Forgiveness and the Need to Belong.” Personality & Social Psychology Bulletin 36 (9): 1148–1160. doi:10.1177/0146167210378852.
   PubMed Web of Science ®Google Scholar
• Baumeister, R. F., and M. R. Leary. 1995. “The Need to Belong: Desire for Interpersonal Attachments as a Fundamental Human Motivation.” Psychological Bulletin 117 (3): 497–592. doi:10.1037/0033-2909.117.3.497.
   PubMed Web of Science ®Google Scholar
• Belk, Russel W. 1988. “Possessions and the Extended Self.” The Journal of Consumer Research 15 (2): 139–168. doi:10.1086/209154.
   Web of Science ®Google Scholar
• Berger, J., and C. Heath. 2007. “Where Consumers Diverge from Others: Identity Signaling and Product Domains.” The Journal of Consumer Research 34 (2): 121–134. doi:10.1086/519142.
   Web of Science ®Google Scholar
• Berger, J., and C. Heath. 2008. “Who Drives Divergence? Identity Signaling, Outgroup Dissimilarity, and the Abandonment of Cultural Tastes.” Journal of Personality and Social Psychology 95 (3): 593–607. doi:10.1037/0022-3514.95.3.593.
   PubMed Web of Science ®Google Scholar
• Bhattcharyya, A. 2021. “Need to Belong During Acculturation and Influence of Reference Groups.” IUP Journal of Organizational Behavior 20 (2): 66–83.
   Google Scholar
• Bian, Q., and S. Forsythe. 2012. “Purchase Intention for Luxury Brands: A Cross Cultural Comparison.” Journal of Business Research 65 (10): 1443–1451. doi:10.1016/j.jbusres.2011.10.010.
   Web of Science ®Google Scholar
• Black, I., and C. Veloutsou. 2017. “Working Consumers: Co-Creation of Brand Identity, Consumer Identity and Brand Community Identity.” Journal of Business Research 70: 416–429. doi:10.1016/j.jbusres.2016.07.012.
   Web of Science ®Google Scholar
• Broderick, A. J., C. Demangeot, E. Kipnis, M. Zuñiga, A. Roy, C Pullig, R. D. Mueller, et al. 2011. “No Harm Done? Culture-Based Branding and Its Impact on Consumer Vulnerability: A Research Agenda.” Social Business 1 (3): 263–280. doi:10.1362/204440811X13210328296586.
   Google Scholar
• Burgos, D. 2008. “Use and Abuse of Cultural Elements in Multicultural Advertising.” Journal of Advertising Research 48 (2): 177–178. doi:10.2501/S0021849908080215.
   Web of Science ®Google Scholar
• Byun, K. A., and M. Dass. 2015. “An Investigation of the Effects of Product Recalls on Brand Commitment and Purchase Intention.” Journal of Consumer Marketing 32 (1): 1–14. doi:10.1108/JCM-06-2014-1000.
   Web of Science ®Google Scholar
• Carroll, B. A., and A. C. Ahuvia. 2006. “Some Antecedents and Outcomes of Brand Love.” Marketing Letters 17 (2): 79–89. doi:10.1007/s11002-006-4219-2.
   Web of Science ®Google Scholar
• Cespedes, R. E., J. Karreman, and P. DeVries (2007). “The Effects of Desirability for Control and Controllability in Online Advertisements on Consumer Attitude” Doctoral Diss., University of Twente, 1–52.
   Google Scholar
• Chae, H., S. Kim, J. Lee, and K. Park. 2020. “Impact of Product Characteristics of Limited Edition Shoes on Perceived Value, Brand Trust, and Purchase Intention; Focused on the Scarcity Message Frequency.” Journal of Business Research 120: 398–406. doi:10.1016/j.jbusres.2019.11.040.
   Web of Science ®Google Scholar
• Chand, V. S., and C. Fei. 2021. “Self‐brand Connection and Intention to Purchase a Counterfeit Luxury Brand in Emerging Economies.” Journal of Consumer Behaviour 20 (2): 399–411. doi:10.1002/cb.1871.
   Web of Science ®Google Scholar
• Chang, C. 2014. “Why Do Caucasian Advertising Models Appeal to Consumers in Taiwan? a Cue-Triggered Value-Expressive Framework.” International Journal of Advertising 33 (1): 155–177. doi:10.2501/IJA-33-1-155-177.
   Web of Science ®Google Scholar
• Chu, S. C., and Y. Kim. 2011. “Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.” International Journal of Advertising 30 (1): 47–75. doi:10.2501/IJA-30-1-047-075.
   Web of Science ®Google Scholar
• Coffey, A. J. 2013. “Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of “Model” Consumers.” Journal of Advertising Research 53 (1): 101–118. doi:10.2501/JAR-53-1-101-118.
   Web of Science ®Google Scholar
• Currarini, S., and F. Mengel. 2016. “Identity, Homophily and In-Group Bias.” European Economic Review 90: 40–55. doi:10.1016/j.euroecorev.2016.02.015.
   Web of Science ®Google Scholar
• Del Rio, A. B., R. Vazquez, and V. Iglesias. 2001. “The Effects of Brand Associations on Consumer Response.” Journal of Consumer Marketing 18 (5): 410–425. doi:10.1108/07363760110398808.
   Google Scholar
• Dessart, L., C. Veloutsou, and A. Morgan-Thomas. 2015. “Consumer Engagement in Online Brand Communities: A Social Media Perspective.” Journal of Product & Brand Management 24 (1): 28–42. doi:10.1108/JPBM-06-2014-0635.
   Web of Science ®Google Scholar
• Dimofte, C. V., J. K. Johansson, and R. P. Bagozzi. 2010. “Global Brands in the United States: How Consumer Ethnicity Mediates the Global Brand Effect.” Journal of International Marketing 18 (3): 81–106. doi:10.1509/jimk.18.3.81.
   Web of Science ®Google Scholar
• Dwivedi, A., L. W. Johnson, and R. E. McDonald. 2015. “Celebrity Endorsement, Self-Brand Connection and Consumer-Based Brand Equity.” Journal of Product & Brand Management 24 (5): 449–461. doi:10.1108/JPBM-10-2014-0722.
   Web of Science ®Google Scholar
• Dys-Steenbergen, O., S. C. Wright, and A. Aron. 2016. “Self-Expansion Motivation Improves Cross-Group Interactions and Enhances Self-Growth.” Group Processes & Intergroup Relations 19 (1): 60–71. doi:10.1177/1368430215583517.
   Web of Science ®Google Scholar
• Eck, J., C. Schoel, and R. Greifeneder. 2017. “Belonging to a Majority Reduces the Immediate Need Threat from Ostracism in Individuals with a High Need to Belong.” European Journal of Social Psychology 47 (3): 273–288. doi:10.1002/ejsp.2233.
   Web of Science ®Google Scholar
• Eizaguirre, A., M. G. Feijoo, and J. Yábar. 2010. “Online Atmospherics: Classification and Comparison Between British and Spanish Consumers.” Marketing and Management Sciences Sciences 1-6. https://doi.org/10.1142/9781848165106_0001 and the page numbers is 1-6
   Google Scholar
• El Banna, A., N. Papadopoulos, S. A. Murphy, M. Rod, and J. I. Rojas-Méndez. 2018. “Ethnic Identity, Consumer Ethnocentrism, and Purchase Intentions Among Bi-Cultural Ethnic Consumers: “Divided Loyalties” or “Dual Allegiance”?” Journal of Business Research 82: 310–319. doi:10.1016/j.jbusres.2017.09.010.
   Web of Science ®Google Scholar
• Elias, T., O. Appiah, and L. Gong. 2011. “Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes: A Multiple-Group Model Approach.” Journal of Interactive Advertising 11 (2): 13–29. doi:10.1080/15252019.2011.10722182.
   Google Scholar
• Epps, A., and C. Demangeot. 2013. “The Rainbow of Diversity versus the Rain of Fragmentation: The Futures of Multicultural Marketing in the UAE.” Foresight 15 (4): 307–320. doi:10.1108/FS-03-2012-0019.
   Google Scholar
• Escalas, Jennifer Edson, and James R. Bettman. 2003. “You are What They Eat: The Influence of Reference Groups on Consumer Connections to Brands.” Journal of Consumer Psychology 13 (3): 339–348. doi:10.1207/S15327663JCP1303_14.
   Web of Science ®Google Scholar
• Escalas, J. E. 2004. “Narrative Processing: Building Consumer Connections to Brands.” Journal of Consumer Psychology 14 (1/2): 168–180.
   Web of Science ®Google Scholar
• Escalas, Jennifer Edson, and James R. Bettman. 2005. “Self-Construal, Reference Groups, and Brand Meaning.” The Journal of Consumer Research 32 (December): 378–389. doi:10.1086/497549.
   Google Scholar
• Escalas, J. E., and J. R. Bettman. 2009. “Connecting with Celebrities: Celebrity Endorsement, Brand Meaning, and Self-Brand Connections.” Journal of Marketing Research 13 (3): 339–348.
   Google Scholar
• Escalas, J. E., and J. R. Bettman. 2017. “Connecting with Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging.” Journal of Advertising 46 (2): 297–308. doi:10.1080/00913367.2016.1274925.
   Web of Science ®Google Scholar
• Ewing, M. T., P. E. Wagstaff, and I. H. Powell. 2013. “Brand Rivalry and Community Conflict.” Journal of Business Research 66 (1): 4–12. doi:10.1016/j.jbusres.2011.07.017.
   Web of Science ®Google Scholar
• Fazli-Salehi, R., I. M. Torres, R. Madadi, and M. Á. Zúñiga. 2021a. “Is Country Affinity Applicable for Domestic Brands? the Role of Nation Sentiment on Consumers’ Self-Brand Connection with Domestic Vs Foreign Brands.” Asia Pacific Journal of Marketing and Logistics 33 (3): 731–754. doi:10.1108/APJML-11-2019-0656.
   Web of Science ®Google Scholar
• Fazli-Salehi, R., I. M. Torres, R. Madadi, and M. Á. Zúñiga. 2021b. “Multicultural Advertising: The Impact of Consumers’ Self-Concept Clarity and Materialism on Self-Brand Connection and Communal-Brand Connection.” Journal of Business Research 137: 46–57. doi:10.1016/j.jbusres.2021.08.006.
   Web of Science ®Google Scholar
• Fernández Castro, V., and E. Pacherie. 2021. “Joint Actions, Commitments and the Need to Belong.” Synthese 198 (8): 7597–7626. doi:10.1007/s11229-020-02535-0.
   Web of Science ®Google Scholar
• Ferraro, R., A. Kirmani, and T. Matherly. 2009. “Signaling Identity Through Brands: The Role of Perceived Authenticity.” Unpublished Working Paper. College Park: University of Maryland.
   Google Scholar
• Fischer, M., F. Völckner, and H. Sattler. 2010. “How Important are Brands? a Cross-Category, Cross-Country Study.” Journal of Marketing Research 47 (5): 823–839. doi:10.1509/jmkr.47.5.823.
   Web of Science ®Google Scholar
• Gangadharbatla, H. 2008. “Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the iGeneration’s Attitudes Toward Social Networking Sites.” Journal of Interactive Advertising 8 (2): 5–15. doi:10.1080/15252019.2008.10722138.
   Google Scholar
• Gaustad, T., B. M. Samuelsen, L Warlop, and G. J. Fitzsimons. 2018. “The Perils of Self‐brand Connections: Consumer Response to Changes in Brand Meaning.” Psychology & Marketing 35 (11): 818–829. doi:10.1002/mar.21137.
   Web of Science ®Google Scholar
• Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger, and Laura J. Yale. 1998. “A Dyadic Study of Interpersonal Information Search.” Journal of the Academy of Marketing Science 26 (2): 83–100. doi:10.1177/0092070398262001.
   Web of Science ®Google Scholar
• Grewal, L., A. T. Stephen, and N. V. Coleman. 2019. “When Posting About Products on Social Media Backfires: The Negative Effects of Consumer Identity Signaling on Product Interest.” Journal of Marketing Research 56 (2): 197–210. doi:10.1177/0022243718821960.
   Web of Science ®Google Scholar
• Hair, J. F., M. Gabriel, and V. Patel. 2014. “AMOS Covariance-Based Structural Equation Modeling (CB-SEM): Guidelines on Its Application as a Marketing Research Tool.” Brazilian Journal of Marketing 13 (2): 44–55.
   Google Scholar
• Hesapci, O., E. Merdin, and V. Gorgulu. 2016. “Your Ethnic Model Speaks to the Culturally Connected: Differential Effects of Model Ethnicity in Advertisements and the Role of Cultural Self‐construal.” Journal of Consumer Behaviour 15 (2): 175–185. doi:10.1002/cb.1562.
   Web of Science ®Google Scholar
• Hogg, M. A., D. J. Terry, and K. M. White. 1995. “A Tale of Two Theories: A Critical Comparison of Identity Theory with Social Identity Theory.” Social Psychology Quarterly 58 (4): 255–269. doi:10.2307/2787127.
   Web of Science ®Google Scholar
• Huang, Y. A., I. Phau, and C. Lin. 2010. “Consumer Animosity, Economic Hardship, and Normative Influence: How Do They Affect Consumers’ Purchase Intention?” European Journal of Marketing 44 (7/8): 909–937. doi:10.1108/03090561011047463.
   Web of Science ®Google Scholar
• Humphreys, J. M. 2015. Multicultural Economy Report. Athens, GA: Selig Center for Economic Growth, University of Georgia.
   Google Scholar
• James, J. P., K. K. Lee, M. Zhang, and J. D. Williams. 2017. “Ethics and Policy Issues for Internet Advertising: Targeting Multicultural Consumers in the Digital Marketing Era.” Journal of Management Policy and Practice 18 (4): 93–106.
   Google Scholar
• Johnson, B. 2009. “New US Census to Reveal Major Shift: No More Joe Consumer.” Ad Age white paper 2010: America uncovers the marketing implications. Ad Age, 12 October. http://adage.com/article?article_id=139592.
   Google Scholar
• Johnson, G. D., R. M. Elliott, and S A. Grier. 2010. “Conceptualizing Multicultural Advertising Effects in the “New” South Africa.” Journal of Global Marketing 23 (3): 189–207. doi:10.1080/08911762.2010.487420.
   Google Scholar
• Johnson, G. D., and S. A. Grier. 2013. “Understanding the Influence of Cross-Cultural Consumer-To-Consumer Interaction on Consumer Service Satisfaction.” Journal of Business Research 66 (3): 306–313. doi:10.1016/j.jbusres.2011.08.010.
   Web of Science ®Google Scholar
• Kipnis, E., C. Demangeot, C Pullig, and A. J. Broderick. 2019. “Consumer Multicultural Identity Affiliation: Reassessing Identity Segmentation in Multicultural Markets.” Journal of Business Research 98: 126–141. doi:10.1016/j.jbusres.2018.11.056.
   Web of Science ®Google Scholar
• Kirmani, A. 2009. “The Self and the Brand.” Journal of Consumer Psychology 19 (3): 271–275. doi:10.1016/j.jcps.2009.05.011.
   Web of Science ®Google Scholar
• Korzenny, F., and B. A. Korzenny. 2011. Hispanic Marketing: Connecting with the New Latino Consumer. 2nded. Boston: Butterworth-Heinemann.
   Google Scholar
• Leary, M. R., K. M. Kelly, C. A. Cottrell, and L. S. Schreindorfer. 2008. “Individual differences in the need to belong: Mapping the nomological network.” Unpublished manuscript, Duke University, Durham, NC.
   Google Scholar
• Leary, M. R., K. M. Kelly, C. A. Cottrell, and L. S. Schreindorfer. 2013. “Construct Validity of the Need to Belong Scale: Mapping the Nomological Network.” Journal of Personality Assessment 95 (6): 610–624. doi:10.1080/00223891.2013.819511.
   PubMed Web of Science ®Google Scholar
• Levy, Sidney J. 1959. “Symbols for Sale.” Harvard Business Review 37 (4): 117–124.
   Web of Science ®Google Scholar
• Li, Y., C. Zhang, L Shelby, and T. C. Huan. 2021. “Customers’ Self-Image Congruity and Brand Preference: A Moderated Mediation Model of Self-Brand Connection and Self-Motivation.” Journal of Product & Brand Management 31 (5): 798–807. doi:10.1108/JPBM-07-2020-2998.
   Web of Science ®Google Scholar
• Licsandru, T. C., and C. C. Cui. 2017. “An Exploratory Study on Consumers’ Perceptions of Mono-And Multiethnic Marketing: An Abstract.” In Marketing at the Confluence Between Entertainment and Analytics, edited by Patricia Rossi, 649–650. Cham: Springer.
   Google Scholar
• Licsandru, T. C., and C. C. Cui. 2019. “Ethnic Marketing to the Global Millennial Consumers: Challenges and Opportunities.” Journal of Business Research 103: 261–274. doi:10.1016/j.jbusres.2019.01.052.
   Web of Science ®Google Scholar
• Lin, J., A. Lobo, and C. Leckie. 2017. “The Role of Benefits and Transparency in Shaping Consumers’ Green Perceived Value, Self-Brand Connection and Brand Loyalty.” Journal of Retailing and Consumer Services 35: 133–141. doi:10.1016/j.jretconser.2016.12.011.
   Web of Science ®Google Scholar
• Lin, J. C., Z. Zhou, and C. Leckie. 2020. “Green Brand Communication, Brand Prominence and Self–brand Connection.” Journal of Product & Brand Management 30 (8): 1148–1161. doi:10.1108/JPBM-04-2020-2874.
   Web of Science ®Google Scholar
• Liyanage, D. 2015. “Advertising and Ethnicities: A Comparative Study of Sri Lanka and Northeast India.” Media Watch 6 (1): 43–56. doi:10.15655/mw/2015/v6i1/55387.
   Google Scholar
• Mandel, N., D. D. Rucker, J Levav, and A. D. Galinsky. 2017. “The Compensatory Consumer Behavior Model: How Self-Discrepancies Drive Consumer Behavior.” Journal of Consumer Psychology 27 (1): 133–146. doi:10.1016/j.jcps.2016.05.003.
   Web of Science ®Google Scholar
• Marticotte, F., M. Arcand, and D. Baudry. 2016. “The Impact of Brand Evangelism on Oppositional Referrals Towards a Rival Brand.” Journal of Product & Brand Management 25 (6): 538–549. doi:10.1108/JPBM-06-2015-0920.
   Web of Science ®Google Scholar
• McCracken, G. 1986. “Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods.” The Journal of Consumer Research 13 (1): 71–84. doi:10.1086/209048.
   Web of Science ®Google Scholar
• McLaughlin-Volpe, T., A. Aron, S. C. Wright, and G. W. Lewandowski Jr. 2004. “Exclusion of the Self by Close Others and by Groups: Implications of the Self-Expansion Model.” In Social Psychology of Inclusion and Exclusion, edited by Dominic Abrams, Michael A. Hogg, and José M. Marques, 131–152. New York: Psychology Press.
   Google Scholar
• McManus, J. F., S. W. Carvalho, and V. Trifts. 2021. “The Role of Brand Personality in the Formation of Consumer Affect and Self-Brand Connection.” Journal of Product & Brand Management 31 (4): 551–569. doi:10.1108/JPBM-08-2020-3039.
   Web of Science ®Google Scholar
• McPherson, M., L. Smith-Lovin, and J. M. Cook. 2001. “Birds of a Feather: Homophily in Social Networks.” Annual Review of Sociology 27 (1): 415–444. doi:10.1146/annurev.soc.27.1.415.
   Web of Science ®Google Scholar
• Miller, P. 2012. Black Still Maters in Marketing: Why Increasing Your Cultural IQ About Black America is Critical to Your Company and Your Brand. Ithaca, NY: Paramount Market Publishing, Inc.
   Google Scholar
• Moreau, C. P., E. Prandelli, M. Schreier, and S. Hieke. 2020. “Customization in Luxury Brands: Can Valentino Get Personal?” Journal of Marketing Research 57 (5): 937–947. doi:10.1177/0022243720943191.
   Web of Science ®Google Scholar
• Nadkarni, A., and S. G. Hofmann. 2012. “Why Do People Use Facebook?” Personality and Individual Differences 52 (3): 243–249. doi:10.1016/j.paid.2011.11.007.
   PubMed Web of Science ®Google Scholar
• Negy, Charles, Tara L. Shreve, Bernard J. Jensen, and Nizam Uddin. 2003. “Ethnic Identity, Self-Esteem, and Ethnocentrism: A Study of Social Identity versus Multicultural Theory of Development.” Cultural Diversity & Ethnic Minority Psychology 9 (4): 333–344. doi:10.1037/1099-9809.9.4.333.
   PubMedGoogle Scholar
• Ostendorf, S., E. Wegmann, and M. Brand. 2020. “Problematic Social-Networks-Use in German Children and Adolescents—the Interaction of Need to Belong, Online Self-Regulative Competences, and Age.” International Journal of Environmental Research and Public Health 17 (7): 2518–2531. doi:10.3390/ijerph17072518.
   PubMed Web of Science ®Google Scholar
• Paolini, S., S. C. Wright, O. Dys‐steenbergen, and I Favara. 2016. “Self‐expansion and Intergroup Contact: Expectancies and Motives to Self‐expand Lead to Greater Interest in Outgroup Contact and More Positive Intergroup Relations.” The Journal of Social Issues 72 (3): 450–471. doi:10.1111/josi.12176.
   Web of Science ®Google Scholar
• Plaut, V. C., F. G. Garnett, L. E. Buffardi, and J Sanchez-Burks. 2011. ““What About Me?” Perceptions of Exclusion and Whites’ Reactions to Multiculturalism.” Journal of Personality and Social Psychology 101 (2): 337. doi:10.1037/a0022832.
   PubMed Web of Science ®Google Scholar
• Podoshen, J. 2009. “Distressing Events and Future Purchase Decisions: Jewish Consumers and the Holocaust.” Journal of Consumer Marketing 26 (4): 263–276. doi:10.1108/07363760910965864.
   Google Scholar
• Pradhan, D., I. Duraipandian, and D. Sethi. 2016. “Celebrity Endorsement: How Celebrity–brand–user Personality Congruence Affects Brand Attitude and Purchase Intention.” Journal of Marketing Communications 22 (5): 456–473. doi:10.1080/13527266.2014.914561.
   Google Scholar
• Putbrese, L. 2016. “Consumers’ Brand Loyalty: Nike.” International Journal of Market Research 1–12.
   Google Scholar
• Riefler, P., A. Diamantopoulos, and J. A. Siguaw. 2012. “Cosmopolitan Consumers as a Target Group for Segmentation.” Journal of International Business Studies 43 (3): 285–305. doi:10.1057/jibs.2011.51.
   Web of Science ®Google Scholar
• Rindfleisch, A., J. E. Burroughs, and N. Wong. 2008. “The Safety of Objects: Materialism, Existential Insecurity, and Brand Connection.” The Journal of Consumer Research 36 (1): 1–16. doi:10.1086/595718.
   Web of Science ®Google Scholar
• Rogers, E. M., and D. K. Bhowmik. 1970. “Homophily-Heterophily: Relational Concepts for Communication Research.” Public Opinion Quarterly 34 (4): 523–538. doi:10.1086/267838.
   Web of Science ®Google Scholar
• Sarstedt, M., C. M. Ringle, D. Smith, R. Reams, and J. F. Hair Jr. 2014. “Partial Least Squares Structural Equation Modeling (PLS-SEM): A Useful Tool for Family Business Researchers.” Journal of Family Business Strategy 5 (1): 105–115. doi:10.1016/j.jfbs.2014.01.002.
   Web of Science ®Google Scholar
• Schutz, W. C. 1966. The Interpersonal Underworld. Palo Alto, CA: Science and Behavior Books.
   Google Scholar
• Sicilia, M., E. Delgado‐ballester, and M. Palazon. 2016. “The Need to Belong and Self‐disclosure in Positive Word‐of‐mouth Behaviours: The Moderating Effect of Self–brand Connection.” Journal of Consumer Behaviour 15 (1): 60–71. doi:10.1002/cb.1533.
   Web of Science ®Google Scholar
• Sirgy, M. J. 1982. “Self-Concept in Consumer Behavior: A Critical Review.” The Journal of Consumer Research 9 (3): 287–300. doi:10.1086/208924.
   Web of Science ®Google Scholar
• Snyder, D. G., and K. P. Newman. 2019. “Reducing Consumer Loneliness Through Brand Communities.” Journal of Consumer Marketing 36 (2): 337–347. doi:10.1108/JCM-04-2018-2657.
   Web of Science ®Google Scholar
• Sobol, K., M. Cleveland, and M. Laroche. 2018. “Globalization, National Identity, Biculturalism and Consumer Behavior: A Longitudinal Study of Dutch Consumers.” Journal of Business Research 82: 340–353. doi:10.1016/j.jbusres.2016.02.044.
   Web of Science ®Google Scholar
• Steenkamp, J-B. 2014. “How Global Brands Create Firm Value: The 4V Model.” International Marketing Review 31 (1): 5–29. doi:10.1108/IMR-10-2013-0233.
   Web of Science ®Google Scholar
• Stets, J. E., and P. J. Burke. 2000. “Identity Theory and Social Identity Theory.” Social Psychology Quarterly 63 (3): 224–237. doi:10.2307/2695870.
   Web of Science ®Google Scholar
• Strebinger, A., X. Guo, F. Klauser, and P. Grant-Hay. 2018. “Is Multi-Ethnic Advertising a Globally Viable Strategy for a Western Luxury Car Brand? a Mixed-Method Cross-Cultural Study.” Journal of Business Research 82: 409–416. doi:10.1016/j.jbusres.2017.08.037.
   Web of Science ®Google Scholar
• Strizhakova, Y., R. A. Coulter, and L. L. Price. 2008. “The Meanings of Branded Products: A Cross-National Scale Development and Meaning Assessment.” International Journal of Research in Marketing 25 (2): 82–93. doi:10.1016/j.ijresmar.2008.01.001.
   Web of Science ®Google Scholar
• Strizhakova, Y., R. A. Coulter, and L. L. Price. 2011. “Branding in a Global Marketplace: The Mediating Effects of Quality and Self-Identity Brand Signals.” International Journal of Research in Marketing 28 (4): 342–351. doi:10.1016/j.ijresmar.2011.05.007.
   Web of Science ®Google Scholar
• Sung, H., J. Kim, and H. Choi. 2021. “Effects of Consumer–cause Fit and Consumer–product Fit of Cause‐related Marketing on Product Purchase Intention.” Journal of Consumer Behaviour 20 (3): 791–802. doi:10.1002/cb.1909.
   Web of Science ®Google Scholar
• Swaminathan, V., K. L. Page, and Z. Gürhan-Canli. 2007. ““My” Brand or “Our” Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations.” The Journal of Consumer Research 34 (2): 248–259. doi:10.1086/518539.
   Web of Science ®Google Scholar
• Swani, K., G. R. Milne, and E. G. Miller. 2021. “Social Media Services Branding: The Use of Corporate Brand Names.” Journal of Business Research 125: 785–797. doi:10.1016/j.jbusres.2019.04.033.
   Web of Science ®Google Scholar
• Tajfel, H. 1981. Human Groups and Social Categories. Cambridge, England: Cambridge University Press.
   Google Scholar
• Tajfel, H. 1982. “Social Psychology of Intergroup Relations.” Annual Review of Psychology 33 (1): 1–39. doi:10.1146/annurev.ps.33.020182.000245.
   Web of Science ®Google Scholar
• Tauber, E. M. 1972. “Why Do People Shop?” Journal of Marketing 36 (4): 46–49.
   Web of Science ®Google Scholar
• Thompson, S. A., and R. K. Sinha. 2008. “Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty.” Journal of Marketing 72 (6): 65–80.
   Web of Science ®Google Scholar
• Torres, I. M. 2007. “A Tale of Two Theories: Sympathy or Competition.” Journal of Business Research 60 (3): 197–205. doi:10.1016/j.jbusres.2006.09.025.
   Web of Science ®Google Scholar
• Trentin, A., E. Perin, and C. Forza. 2013. “Sales Configurator Capabilities to Avoid the Product Variety Paradox: Construct Development and Validation.” Computers in Industry 64 (4): 436–447. doi:10.1016/j.compind.2013.02.006.
   Web of Science ®Google Scholar
• Wallace, E., I. Buil, and L. de Chernatony. 2017. “Consumers’ Self-Congruence with a “Liked” Brand: Cognitive Network Influence and Brand Outcomes.” European Journal of Marketing 51 (2): 367–390. doi:10.1108/EJM-07-2015-0442.
   Web of Science ®Google Scholar
• Wang, P., X. Xie, X. Wang, X. Wang, F. Zhao, X. Chu, J Nie, and L. Lei. 2018. “The Need to Belong and Adolescent Authentic Self-Presentation on Snss: A Moderated Mediation Model Involving FoMo and Perceived Social Support.” Personality and Individual Differences 128: 133–138. doi:10.1016/j.paid.2018.02.035.
   Web of Science ®Google Scholar
• Wheeler, S. C., and C. J. Bechler. 2021. “Objects and Self-Identity.” Current Opinion in Psychology 39: 6–11. doi:10.1016/j.copsyc.2020.07.013.
   PubMed Web of Science ®Google Scholar
• Wright, S. W., A. Aron, and L. R. Tropp. 2002. “Including Others (And Their Groups) in the Self: Self-Expansion Theory and Intergroup Relations.” In The Social Self: Cognitive, Interpersonal and Intergroup Perspectives, edited by J. P. Forgas & K. Williams, 343–363. Philadelphia, PA: Psychology Press.
   Google Scholar
• Zhou, F., J. Mou, Q. Su, and Y. C. J. Wu. 2020. “How Does Consumers’ Perception of Sports Stars’ Personal Brand Promote Consumers’ Brand Love? a Mediation Model of Global Brand Equity.” Journal of Retailing and Consumer Services 54: 102012. doi:10.1016/j.jretconser.2019.102012.
   Web of Science ®Google Scholar
• Zolfagharian, M., R. Saldivar, and Q. Sun. 2014. “Ethnocentrism and Country of Origin Effects Among Immigrant Consumers”.” Journal of Consumer Marketing 31 (1): 68–84.
   Google Scholar