How Consumer-Brand Incidental Similarity Cues in Advertising Increase Self-Brand Connection and Brand Interest

Incidental similarity arises when two individuals share a trivial connection. Marketing research demonstrates that similarity between a consumer and a brand representative (e.g., salesperson, service associate) increases brand beneficial outcomes, specifically attitudes and purchase intentions. We propose that the elicitation of incidental similarity and its implications may not be exclusive to interpersonal relationships. Drawing on brand relationship theory, we contend that trivial connections that arise between a consumer and a brand may also result in similarly favorable outcomes as those observed when studying incidental similarities between people, such as feelings of connection and interest. Across a series of studies, we demonstrate that eliciting consumer-brand incidental similarity through advertisements increases consumers’ brand interest, an effect that is mediated by self-brand connection. Further, we demonstrate that the perceived novelty of the brand characteristic moderates this effect. Implications for advertising theory and practice are provided.