The Effects of Self-Construal on Brand-Page Connection: A Study of Young American and Chinese Fans

Abstract

This study examines what factors motivate consumers to become brand-page fans and how differences in self-construal patterns influence brand-connection factors. Based on the self-concept theory, two levels of functional brand-connection factors are identified: individual-level connection (individual-identity) and group-level connection (social identity). Brand relationship drivers are used as an emotional connection construct. An online survey is conducted to understand the motivations and antecedents of consumers’ intentions to join brand pages and the cultural differences in brand consumption behaviors between young American and Chinese consumers. The results show that Americans’ brand-page connections are predominantly influenced by independent self-construal whereas interdependent self-construal has a stronger effect on Chinese’s brand-page connections. These results provide key implications for international marketers using social networking sites as marketing tools.