Exploring the Dynamics of Antecedents to Consumer-Brand Identification with a New Brand
47 Pages Posted: 21 Mar 2012
Date Written: March 20, 2012
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
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