Exploring the Dynamics of Antecedents to Consumer-Brand Identification with a New Brand

47 Pages Posted: 21 Mar 2012

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

Ryan Mullins

Clemson University

Babak Hayati

affiliation not provided to SSRN

Niels Schillewaert

Vlerick Leuven Ghent Management School

Date Written: March 20, 2012

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 grow 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.

Keywords: consumer-brand identification, branding, new products, longitudinal effects of consumer traits, growth modeling

Suggested Citation

Lam, Son K. and Ahearne, Michael and Mullins, Ryan and Hayati, Babak and Schillewaert, Niels, Exploring the Dynamics of Antecedents to Consumer-Brand Identification with a New Brand (March 20, 2012). Available at SSRN: https://ssrn.com/abstract=2026483 or http://dx.doi.org/10.2139/ssrn.2026483

Son K. Lam

University of Georgia - Department of Marketing ( email )

GA
United States

Michael Ahearne (Contact Author)

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

Ryan Mullins

Clemson University ( email )

255 Sirrine Hall
Clemson, SC 29634
United States
864-656-5292 (Phone)

HOME PAGE: http://www.clemson.edu/cbbs/faculty-staff/profiles/profile.html?userid=rmullin

Babak Hayati

affiliation not provided to SSRN ( email )

Niels Schillewaert

Vlerick Leuven Ghent Management School ( email )

Library
REEP 1
Gent, BE-9000
Belgium

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