Research on the Impact of Social Circles on Self-Brand Connection: Regulation of Self-Awareness and Brand Value

摘要

In this article we categorize social circles by sense of belonging and explore the relation between social circle types and self-brand connection (SBC). Furthermore, we research the mechanism of how the impact of social circles on consumers’ SBC is influenced by self-awareness within a particular social circle and by brand value. Our findings show that 1) the sense of belonging toward social circles has positive influence on SBC; 2) consumers’ self-awareness moderates the impact of social circles on SBC; 3) the type of brand value moderates the impact of social circles on SBC. Finally, several suggestions are derived for local management practice in China.