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

Lam, Son K.; Ahearne, Michael; Mullins, Ryan; Hayati, Babak; Schillewaert, Niels

doi:10.1007/s11747-012-0301-x

Cited by 237 publications

(185 citation statements)

References 65 publications

Supporting

Mentioning

167

Contrasting

Unclassified

Order By: Relevance

“…From their prominence and crucial relevance for consumer decisions in particular, brands have gained attention as a target of identification among scholars and practitioners. Research has consensually defined consumer-brand identification as a consumer's psychological state of perceiving, feeling, and valuing his or her belongingness with a brand (Lam et al, 2013). This definition illustrates the tripartite conceptualization of identification as including cognitive, affective, and evaluative aspects (Tajfel and Turner, 1986).…”

Section: Consumer-brand Identificationmentioning

confidence: 99%

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

2017

View full text Add to dashboard Cite

Citation:Popp, B. and Woratschek, H. service/product brands. The results demonstrate that identification, satisfaction, and price image significantly influence both loyalty and word of mouth. Moreover, we find significant interrelationships among the constructs: identification positively influences both satisfaction and price image, which also increases satisfaction. By disclosing the relative importance of three separate ways of gaining and retaining customers, this study helps managers more appropriately choose the right mix of branding, pricing, and relationship marketing. From an academic point of view, our research is the first to explicitly examine the effects of the concept of identification for price management and to integrate variables from the fields of branding, relationship marketing, and behavioral pricing, which have separately been identified as particularly important determinants of marketing outcomes.

show abstract

Section: Consumer-brand Identificationmentioning

confidence: 99%

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

2017

View full text Add to dashboard Cite

show abstract

“…At the same time, they may discover intrinsic aspects that highlight the brand's added value (Alexandrov et al 2013). Recent studies have shown the impact of online recommendations and comments posted on various social networks and platforms, young people in particular (Lam et al 2013;Dabija et al 2017) being greatly interested in the opinions of others. Influenced by such comments, they decide to buy a particular brand, and in time may develop loyal behaviour to the preferred/favourite stores.…”

Section: Consumer Loyalty Towards Retail Storesmentioning

confidence: 99%

Enhancing green loyalty towards apparel retail stores: A cross-generational analysis on an emerging market

Dabija

2018

Journal of Open Innovation: Technology, Market, and Complexity

View full text Add to dashboard Cite

Faced with an array of scandals and challenges caused by environmental pollution and exploitation of workers, apparel retailers are often compelled to re-think their strategies in compliance with environmental governance, and to implement specific measures aimed at environmental protection and preserving resources. By adopting green-based strategies to reach their target segments, retailers seek not only to capture the attention of different consumer generations, but also to inspire loyalty and encourage them to re-visit stores. Based on the generational theory and by means of quantitative research addressing four consumer generations in an emerging market, the authors highlight the extent to which clothing retailers are able, by adopting green strategies and consistently implementing environmental protection actions, to attract mainly young consumers to their stores, encouraging the sharing of peer recommendations, increasing purchasing behaviour and invoking loyalty. The article highlights the contribution of green marketing strategies in developing consumer loyalty in an emerging market by offering retailers the possibility of deepening their understanding when approaching different consumer generations.

show abstract

“…Identification with brands contributes to the development of individual personality and provides a means of defending that personality (Lam, Ahearne, Mullins, & Hayati, 2013;Tuškej et al, 2013). Exposure to a brand, or messages about it, leads to cognitive and affective linkages between the consumer and the brand contributing to brand identification (Kuenzel & Halliday, 2008;Stokburger-Sauer et al, 2012).…”

Section: The Concept Of Brand Identification In Higher Educationmentioning

confidence: 99%

Brand identification in higher education: A conditional process analysis

Palmer

Koenig‐Lewis

Asaad

2016

Journal of Business Research

View full text Add to dashboard Cite

The study makes important theoretical contributions to the branding literature by emphasizing the mediating role of brand identification and by examining the moderating effects of time on these variables. The results also inform marketing of higher education, suggesting that universities which focus on offering great academic experiences to their students will be more effective in developing strong brand identification over time which in turn leads to greater brand loyalty and brand support.

show abstract

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

Cited by 237 publications

References 65 publications

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

Enhancing green loyalty towards apparel retail stores: A cross-generational analysis on an emerging market

Brand identification in higher education: A conditional process analysis

Contact Info

Product

Resources

About