Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion

2021 ◽  
Vol 137 ◽  
pp. 267-277
Author(s):  
Arunima Krishna ◽  
Soojin Kim
Keyword(s):  
Brand Identity ◽  
Brand Identification ◽  
Identity Fusion

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Xuebing Dong ◽  
Ziwei Luo ◽  
Rui Guo
Keyword(s):  
Community Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Identity Theory ◽  
Theoretical Framework ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Community ◽  
Brand Identification ◽  
Content Type

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

Willingness to pay premium prices in accommodation establishments

2019 ◽  
Vol 9 (3) ◽  
pp. 349-374
Author(s):  
Marietta Fragkogianni
Keyword(s):  
Willingness To Pay ◽  
Brand Image ◽  
Brand Identity ◽  
Brand Identification ◽  
Tourism Research ◽  
Need For Uniqueness ◽  
Tourism Activity ◽  
Hospitality Sector

Although tourism research often involves the phenomenon of ‘willingness to pay premium prices’, it has under-researched the relevant propensity with respect to brand identification in the hospitality sector as a component of tourism activity overall. This study examines the perceptions of 328 holidaymakers leaving Athens, Greece. The findings unveiled relationships between multiple elements of brand identity, such as brand image, price and quality, need for belonging, need for uniqueness and the conformity to consumption trend. Moreover, they suggest that the stronger the brand identification, the less likely holiday makers are to pay premium prices. In addition to its theoretical and managerial contribution, the research presents relevant implications and provides suggestions for further study.

Consumer-brand identity and online advertising message elaboration

2020 ◽  
Vol 14 (1) ◽  
pp. 111-132
Author(s):  
Kenneth Wilson Graham ◽  
Kelly M. Wilder
Keyword(s):  
Purchase Intention ◽  
Online Advertising ◽  
Elaboration Likelihood Model ◽  
Brand Identity ◽  
Elaboration Likelihood ◽  
Brand Identification ◽  
Content Type ◽  
Brand Advertising ◽  
Dependent Variables ◽  
Likelihood Model

Purpose The purpose of this paper is to use social identity theory and the elaboration likelihood model to explore differences in consumer response to positive and negative online brand advertising based on the degree to which the consumer identifies with the brand featured in the ad. Dependent variables include attitude toward the ad, attitude toward the brand, willingness to share the ad and purchase intention. Design/methodology/approach This study uses a posttest-only, 2 (low consumer–brand identification v. high consumer–brand identification) × 2 (negative advertisement v. positive advertisement) between-subjects factorial design for two separate brands based on the pretest results. Findings Results show, in support of extant research, that consumer–brand identification enhances consumer perceptions of positive brand advertising. In addition, this research shows that consumer–brand identification also minimizes the potentially detrimental effects of negative advertisements on the dependent variables. Further, results suggest that those with a low consumer–brand identification are more likely to share negative online brand advertising. Practical implications Building consumer–brand identification among target consumers results in positive brand attitudes and behaviors while at the same time shielding brands from negative online attack advertising. However, consumers with weak consumer–brand identification can be influenced through peripheral cues in online ads. This research indicates that managers need to focus on strengthening consumer–brand identity with target audiences and closely monitor negative online sentiment. Originality/value This exploratory research extends current consumer–brand relationship scholarship and adds support for application of the elaboration likelihood model in an online environment. To the best of the authors’ knowledge, this study is the first to examine the role of consumer–brand identity and its role in explaining consumer responses to online display advertising.

Understanding Customers’ Reactions to Allegations of Corporate Environmental Irresponsibility

2020 ◽  
pp. 107769902095875
Author(s):  
Arunima Krishna ◽  
Soojin Kim
Keyword(s):  
Behavioral Intentions ◽  
Environmental Issues ◽  
Brand Identity ◽  
Online Surveys ◽  
Identity Fusion ◽  
Specific Factors ◽  
Situational Motivation ◽  
Practical Implications ◽  
Do So

The purpose of this study was to examine issue- and organization-specific factors that may influence customers’ reactions to allegations of environmental irresponsibility. This study focused on the idea of brand identity fusion to examine how it may act as a figurative shield against the negative cognitive and behavioral impacts of misconduct allegations. To do so, online surveys were conducted among Australian citizens in October 2018. Brand identity fusion lowered customers’ perceptions of perceived moral inequity and triggered rewarding behavioral intentions despite the allegations. Situational motivation about environmental issues was found to positively affect boycotting and lower buycotting intentions as well as perceived moral inequity. Theoretical and practical implications are discussed.

Customer Brand Identification and Its Influence on Customer Loyalty in the Hotel Industry

2022 ◽  
pp. 174-189
Author(s):  
Catarina Isabel Andrade Basílio ◽  
Nuno Silva Gustavo
Keyword(s):  
Customer Loyalty ◽  
Word Of Mouth ◽  
Hotel Industry ◽  
Brand Identity ◽  
Social Benefits ◽  
Positive Word ◽  
Brand Identification ◽  
Self Similarity ◽  
Positive Word Of Mouth

Customer brand identification is described by the customer's perception and feeling about a brand. It brings value and meets the customer's needs. The four drivers of CBI are brand self-similarity, brand social benefits, brand identity, and memorable brand experiences. The purpose of this study is to understand the influence of CBI (and, consequently, its drivers) on customer loyalty and its perception of hotel brands. Although the importance of CBI has already been recognized in some studies, its effects on customer loyalty in the hospitality context are still relatively unexplored. A survey was used to understand and confirm that CBI and all four of its dimensions significantly influence customer loyalty. This means, in the hotel industry, customers tend to look for brands that are distinct from their competitors, have an identity of their own, and close to their values. It was also possible to conclude that the client tends to behave more favorably towards the brand, spreading positive word of mouth and recommending brands that meet CBI conditions.

The power of norms to sway fused group members

2018 ◽  
Vol 41 ◽  
Author(s):  
Winnifred R. Louis ◽  
Craig McGarty ◽  
Emma F. Thomas ◽  
Catherine E. Amiot ◽  
Fathali M. Moghaddam
Keyword(s):  
Evolutionary Anthropology ◽  
Normative Systems ◽  
Violent Extremism ◽  
Identity Fusion ◽  
Group Members

AbstractWhitehouse adapts insights from evolutionary anthropology to interpret extreme self-sacrifice through the concept of identity fusion. The model neglects the role of normative systems in shaping behaviors, especially in relation to violent extremism. In peaceful groups, increasing fusion will actually decrease extremism. Groups collectively appraise threats and opportunities, actively debate action options, and rarely choose violence toward self or others.

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