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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 Number | Location | Available |
|---|---|---|
| JAMS4102 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : The Academy of Marketing Science 2013 |
|---|---|
| Edisi | - |
| Subjek | Marketing Brand Identification studies Product introduction |
| ISBN/ISSN | 920703 |
| Klasifikasi | NONE |
| Deskripsi Fisik | pp. 234-252 |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |