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Exploring the dynamics of antecedents to consumer-brand identification with a new brand

This study examines the dynamics of consumer-brand identification (CBI) and its antecedents in the context of the launch of a new brand. Three focal drivers of CBI with a new brand are examined, namely: perceived quality (the instrumental driver), self-brand congruity (the symbolic driver), and consumer innate innovativeness (a trait-based driver). Using longitudinal survey data, the authors find that on average, CBI growth trajectories initially rise after the introduction but eventually decline, following an inverted-U shape. More importantly, the longitudinal effects of the antecedents suggest that CBI can take different paths. Consumer innovativeness creates a fleeting identification with the brand that dissipates over time. On the other hand, company-controlled drivers of CBI--such as brand positioning--can contribute to the build-up of deep-structure CBI that grows stronger over time. Based on these findings, the authors offer normative guidelines to managers on consumer-brand relationship investment.[PUBLICATION ABSTRACT].Printed journal

Ketersediaan

Call NumberLocationAvailable
JAMS4102PSB lt.dasar - Pascasarjana1
Penerbit The Academy of Marketing Science.,
Edisi -
Subjek Marketing
Brand Identification
studies
Product introduction
ISBN/ISSN 920703
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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