Self-brand Connection: A Systematic Literature Review and Future Research Agenda

Abstract

This study aims to present a comprehensive review of the literature on self-brand connection to gain a deeper understanding of its role in shaping consumer-brand associations. This study is based on 30 peer-reviewed articles published over the last 25 years, synthesizing existing knowledge on the role of self-brand connection in consumer behavior, its boundary conditions, theoretical foundations, and methodological approaches. The analysis highlights both inconsistencies and divergences across studies, offering critical insights into how self-brand connection is formed and how they influence brand-related outcomes. Building on this synthesis, the study identifies significant gaps while proposing a structured agenda for future research to advance theoretical development and empirical investigation in the field of self-brand connection.