Do you really feel a superhero? antecedents and consequences of brand engagement in self concept

The current research aims to shed light on consumer-brand relationship, adopting the self-determination theory as theoretical lens for the definition of the antecedents and the consequences of the Brand Engagement in Self Concept. Thus, the goal of this study is to test a model previously proposed by Razmus, Jaroszyńska, & Palęga (2017) in a community of high engagement manifestations, that is the cosplayer community (e.g. dress-up as their own favourite character) shedding light on the relationship between engagement and brand related constructs such as brand advocacy and brand loyalty.