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Journal of the Academy of Marketing Science

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01.03.2013 | Original Empirical Research

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

verfasst von: Son K. Lam, Michael Ahearne, Ryan Mullins, Babak Hayati, Niels Schillewaert

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 2/2013

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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.

Vorheriger Artikel Environments, unobserved heterogeneity, and the effect of market orientation on outcomes for high-tech firms

Nächster Artikel Perceptions versus performance when managing extensions: new evidence about the role of fit between a parent brand and an extension

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While image and reputation are often examined as antecedents to identification in the management literature, we do not use them in our framework for two reasons. First, as Bhattacharya and Sen (2003) state, “the notion of customer-company identification is conceptually distinct from consumers’ identification with a company’s brands, its target markets, or, more specifically, its prototypical consumer.” Using image or reputation can often capture firm-based perceptions rather than brand perceptions that we are trying to capture. Second, prior research in marketing has suggested that perceived quality is closely related to the external cues such as brand image and brand reputation (e.g., Dodds et al. 1991; Keller 1993; Zeithaml 1988), suggesting the two to be interrelated. Given brand management literature that has supported brand prestige (Kuenzel and Halliday 2008) as an antecedent to brand identification, it would be redundant to include both perceived quality and brand image in the conceptual framework. Third, such redundancy also produces multicollinearity in the empirical model.

It might be argued that consumers may have difficulty in answering some of these questions without actual use. We believe this is not the case for our research context. First, brand identification is not contingent on actual use. For example, a consumer can identify with a luxury brand without being able to afford it. Second and most important, the survey questions captured the state of the customer–brand relationship in the respective time period.

These time-varying covariates can also be modeled in the same way as we did for CBI antecedents to show how their effects interact with time from the initial stage. However, the effects of these variables are not the focus of our study. In addition, such specification will increase the number of parameters to be estimated, thus less parsimonious than the model we chose.

We thank an anonymous reviewer for pointing this out.

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Titel: Exploring the dynamics of antecedents to consumer–brand identification with a new brand
verfasst von: Son K. Lam
Michael Ahearne
Ryan Mullins
Babak Hayati
Niels Schillewaert
Publikationsdatum: 01.03.2013
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 2/2013
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-012-0301-x

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