A Multinational Examination of the Symbolic–Instrumental Framework of Consumer–Brand Identification

45 Pages Posted: 8 Nov 2011

See all articles by Son K. Lam

Son K. Lam

University of Georgia - Department of Marketing

Michael Ahearne

University of Houston - C.T. Bauer College of Business

Niels Schillewaert

Vlerick Leuven Ghent Management School

Date Written: November 6, 2011

Abstract

The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality on CBI is universal. The interaction among CBI, perceived quality, and uncertainty avoidance orientation in motivating consumers’ identity-sustaining behavior is weak. However, the synergy between CBI and perceived quality in motivating consumers’ identity-promoting behavior is stronger among collectivist consumers. The authors derive a typology of symbolic–instrumental misalignments to help international marketing managers motivate consumers to identify with and promote brands.

Keywords: branding and brand management, survey research, partial least squares, multicultural, consumer–brand identification, social identity theory, relationship marketing

JEL Classification: M14, M31, M37, F2, F23

Suggested Citation

Lam, Son K. and Ahearne, Michael and Schillewaert, Niels, A Multinational Examination of the Symbolic–Instrumental Framework of Consumer–Brand Identification (November 6, 2011). Available at SSRN: https://ssrn.com/abstract=1955545 or http://dx.doi.org/10.2139/ssrn.1955545

Son K. Lam (Contact Author)

University of Georgia - Department of Marketing ( email )

GA
United States

Michael Ahearne

University of Houston - C.T. Bauer College of Business ( email )

334 Melcher Hall
Houston, TX 77204-6021
United States
713-743-4155 (Phone)
713-743-4572 (Fax)

HOME PAGE: http://www.bauer.uh.edu/Directory/profile.asp?firstname=Michael&lastname=Ahearne

Niels Schillewaert

Vlerick Leuven Ghent Management School ( email )

Library
REEP 1
Gent, BE-9000
Belgium

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