Collective self-esteem and susceptibility to interpersonal influence: a study on Indian consumers
by Arpita Khare; Sapna Rakesh
International Journal of Business Competition and Growth (IJBCG), Vol. 3, No. 2, 2013

Abstract: Individual's self-identity is derived from group membership and associations. The current research examines influence of collective self-esteem (CSE) on Indian consumers' susceptibility to interpersonal influence (CSII). The moderating influence of demographics on CSE in predicting CSII was studied. Results indicate that CSE and CSII scales get modified in Indian context. Membership esteem and negative self-esteem were important predictors to CSII. Age, gender, and income emerge as important factors moderating CSE's influence on CSII. The findings can help companies in targeting Indian consumers according to their group identity and membership. The definition of self can be used for companies framing their advertising and promotional messages.

Online publication date: Sat, 12-Jul-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Competition and Growth (IJBCG):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com