Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
Year: 2018
Type: article
Abstract: I investigated the self-endorsing effect of brand filters on brand attitudes, purchase intentions, sharing intentions, and whether self-congruity and perceived self-expressiveness mediate the relationship between these variables. I conducted two laboratory experiments each with two conditions (self-endorsing vs. other-endorsing). In the first study, participants in the self-endorsing condition viewed their own photos, which were chosen by the participants themselves, paired with a brand filter; the participants in the other-endorsing condition saw the same brand filter paired with a picture of a stranger. In the second study, the pictures that participants in the self-endorsing condition viewed were taken by the experimenter on site. The results showed that creating connections between the self and an ad with brand filters increased purchase intentions, and higher perceived self-expressiveness and self-brand congruity led to higher brand attitudes and purchase intentions. Practical implications and ideas for future studies are discussed.
Author: Rachel Yang
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2892874515