3 Discussion
This study is a pioneer that hypothesizes potential moderating effects of SNI and SBP in the formation of perceived value, further complementing previous studies that mostly consider SNI or SBP as purely antecedent variables (e.g., Orth and Kahle 2008). This study has built an important bridge between SNI and SBP by empirically testing their interaction effects over the formation of perceived value, which has been rarely discussed in previous literature. The findings and implications of this study are discussed in the following.
From theoretical points of view, this research has aligned social identity theory with previous research on brand credibility. Our research based on social identity theory brings in an interactional process by showing how a social identity is socially constructed through SNI and aligns with a brand credibility perspective proposed by Vocino (2005). In other words, this article uses social identity theory to offer an understanding of how activating a consumer group identity through their social circles can eventually influence the outcome of perceived value. Meanwhile, selfcongruence theory reveals that consumers prefer brands with meaning, consequently motivating perceived brand value through brand personality congruence. Hence, self-congruence can operate as a heuristic cue once it is well fostered. The brand personality most likely to attract a given consumer because of the high congruence between the brand personality and the consumer’s personality, or the personality he believes he possesses. Consumers who perceive a high level of self-congruity towards a brand are likely to process the attributes of a brand more favorably.
