Intra-brand image confusion: effects of assortment width on brand image perception

Grimm, Malek Simon; Wagner, Ralf

doi:10.1057/s41262-020-00225-3

Cited by 7 publications

(15 citation statements)

References 66 publications

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“…When the symbolic utility of external clues makes people have a higher quality perception of products and brands, it can, to a certain extent, enhance the predictive value and confidence value of products and brands to consumers, thereby generating higher expectations and attention. The consistency between the concept and the brand image has a positive impact [50,51]. Quester et al pointed out that product quality perception positively influences the cognitive fit relationship (i.e., self-consistency) between consumers and brands [52].…”

Section: Chain Mediation Between Perceived Quality and Self-consistencymentioning

confidence: 99%

Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

et al. 2021

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Brand image has been a crucial clue to making subjective judgment for consumers to determine the brand, which is critical to making a purchase decision. The influence mechanism from apparel brand images on consumers’ purchase intention was explored for theoretical and positive analysis based on the self-congruity theory. This research first constructed a hypothetical model of apparel brand images influencing consumers’ purchase intention with self-congruity and perceived quality as mediators, in which a questionnaire was designed and conducted to test the theoretical model. The research shows that apparel brand image and perceived quality can significantly influence consumers’ purchase intention. The consumer purchase intention is directly related to clothing brand image provided self-consistency and perceived quality play an intermediary with the regulatory effect of self-motivation and brand familiarity. A positive attitude toward apparel brand image will stimulate consumers to build cognitive clues and associations between the consumers and the brand and strengthen cognitive consistency with the apparel brand’s spirit. The research results are beneficial to textile fashion and clothing enterprises to improve brand building and marketing.

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Section: Chain Mediation Between Perceived Quality and Self-consistencymentioning

confidence: 99%

Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

et al. 2021

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“…Assortment widenings can, therefore, simultaneously have positive and negative effects. In this vein, Grimm and Wagner (2021) shed light on the relationship between product assortment size, consistency, and the accompanying effects on the image of a brand. Thereby, evidence proving the existence of intra-brand image confusion was reported for the automotive industry.…”

Section: Intra-brand Image Confusionmentioning

confidence: 99%

“…If such confusion arises, a brand loses central brand-related core functions, for example, orientation guidance during a purchase process, the identification function, or the trust function. Grimm and Wagner (2021) provide empirical evidence of intra-brand image confusion's substantial effects on (1) brand sympathy, (2) brand identification, (3) customers' assessment of the assortment, (4) the tendency to delay purchases, (5) recommendation propensity quantified by net promoter score (NPS), and (6) an increased tendency to use heuristics during product evaluations.…”

Section: Intra-brand Image Confusionmentioning

confidence: 99%

“…In order to prove intra-brand image confusion within the smartphone industry, we pursued the research questions of Grimm and Wagner (2021). By reproducing the identical methodology, the construct is validated by embedding in the same nomological network (Bagozzi 1984).…”

Section: Hypothesesmentioning

confidence: 99%

“…This confusion emerges from the perception of an assortment's ambiguity, similarity, and/or implausibility. In a pioneering study, Grimm and Wagner (2021) recently introduced the concept of intra-brand confusion and validated a measurement approach using the domain of the automotive industry. However, it remains unclear whether the concept applies as well to industries in which customers are generally less involved and whether non-linear effects are existent.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Challenging the linearity assumption of intra-brand image confusion

Grimm

Wagner

2022

J Market Anal

Self Cite

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The purpose of this study is to clarify and consolidate the components and consequences of intra-brand image confusion (IBIC). In addition to validating previous research results on IBIC in a fresh context (different product category with its brands), this study challenges the linearity assumption usually underlying studies of branding impacts and IBIC. A national representative online survey was conducted in the United Kingdom investigating the smartphone market. Explorative factor analyses were conducted in order to assess the components of IBIC. Structural equation modeling reveals the extent and consequences of IBIC. Multiple regressions were conducted to further explore non-linear response at the sub-domain and higher-order construct level. The results confirm and solidify previous results on the relevance of the construct of IBIC. This study supports the relevance of intra-brand image confusion’s three components. A novel contribution arises from the fact that customers with a moderate involvement level are more confused than people with lower involvement levels. A U-shaped response indicates that lower involved prospective customers are at higher risk of a confusion by too broad assortments. Brand managers are well advised to pay strong attention to the structure of an assortment and to sub-brands to prevent the occurrence of an IBIC.

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Brand Identity-image Congruence: A Framework for Business-to-business Banks in South Africa

Zwakala

Steenkamp

2021

Journal of Business-to-Business Marketing

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Intra-brand image confusion: effects of assortment width on brand image perception

Cited by 7 publications

References 66 publications

Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

Relationship Analysis among Apparel Brand Image, Self-Congruity, and Consumers’ Purchase Intention

Challenging the linearity assumption of intra-brand image confusion

Brand Identity-image Congruence: A Framework for Business-to-business Banks in South Africa

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