|
|||||
|
|
Exploring the dynamics of antecedents to consumer–brand identification with a new brand |
|
| Authors: | Son K Lam Michael Ahearne Ryan Mullins Babak Hayati Niels Schillewaert |
| Institution: | 1. Terry College of Business, University of Georgia, 117 Brooks Hall, Athens, GA, 30602-6258, USA 2. C.T. Bauer College of Business, University of Houston, 334 Melcher Hall, Houston, TX, 77204-6021, USA 3. College of Business and Behavioral Science, Clemson University, 259 Sirrine Hall, Clemson, SC, 29634-0701, USA 4. College of Business and Administration, University of Colorado – Colorado Springs, 1420 Austin Bluffs Pkwy, Colorado Springs, CO, 80918, USA 5. Vlerick Leuven Gent Management School, Leuven, Belgium 6. InSites Consulting, 232 Madison Avenue, Ste 1409, New York, NY, 10016, USA |
| Abstract: | 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. |
| Keywords: | |
| 本文献已被 SpringerLink 等数据库收录！ | |