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ASME Press Select Proceedings

International Symposium on Information Engineering and Electronic Commerce, 3rd (IEEC 2011)

Editor
C. B. Povloviq
C. B. Povloviq
National Technical University of Ukraine
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C. W. Lu
C. W. Lu
Huangshi Institute of Technology
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ISBN:
9780791859759
No. of Pages:
562
Publisher:
ASME Press
Publication date:
2011

Most researches explain the influence of face on status consumption or conspicuous consumption in China; but they neglect the potential impact of face consciousness on unique consumption. This paper mainly discusses the moderating roles of face consciousness and identity congruence on the relationship between brand's personal image and social image and consumer's self-brand connection. The result shows that face consciousness and identity congruence have positive and significant impact on consumerbrand relationship. But under the influence of face consciousness, consumer is more likely to form self-brand connection based on brand personality; under the impact of identity congruence, individual tends to construct self-brand connection based on brand's status signal.

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