As Per Escalas and Bettman (2003) Consumers Are Very Likely

As per Escalas and Bettman (2003) consumers are very likely to have a more positive self-brand connection when:

A) The typical brand user imagery fits extremely well their own self images
B) They see an advertisement that triggers their self relevant images in their minds
C) They experience an emotional fit between their self concept and their associative reference group
D) They perceive that their associative group uses the brand and that the consumers feel a positive fit with their associative group