Consumer–Brand Identification Revisited: An Integrative Framework of Brand Identification, Customer Satisfaction, and Price Image and Their Role for Brand Loyalty and Word of Mouth

21 Pages Posted: 24 Apr 2018

See all articles by Bastian Popp

Bastian Popp

affiliation not provided to SSRN

Herbert Woratschek

affiliation not provided to SSRN

Date Written: February 2017

Abstract

Consumer–brand identification has received considerable attraction among scholars and practitioners in recent years. We contribute to previous research by proposing an integrative model that includes consumer–brand identification, customer satisfaction, and price image to investigate the interrelationships among these constructs as well as their effects on brand loyalty and positive word of mouth. To provide general results, we empirically test the model using a sample of 1443 respondents from a representative consumer panel and 10 service/product brands. The results demonstrate that identification, satisfaction, and price image significantly influence both loyalty and word of mouth. Moreover, we find significant interrelationships among the constructs: Identification positively influences both satisfaction and price image, which also increases satisfaction. By disclosing the relative importance of three separate ways of gaining and retaining customers, this study helps managers more appropriately choose the right mix of branding, pricing, and relationship marketing. From an academic point of view, our research is the first to explicitly examine the effects of the concept of identification for price management and to integrate variables from the fields of branding, relationship marketing, and behavioral pricing, which have separately been identified as particularly important determinants of marketing outcomes.

Keywords: consumer–brand identification, customer satisfaction, price image, brand loyalty, positive word of mouth

Suggested Citation

Popp, Bastian and Woratschek, Herbert, Consumer–Brand Identification Revisited: An Integrative Framework of Brand Identification, Customer Satisfaction, and Price Image and Their Role for Brand Loyalty and Word of Mouth (February 2017). Journal of Brand Management, Vol. 24, Issue 3, 2017. Available at SSRN: https://ssrn.com/abstract=3160715 or http://dx.doi.org/10.1057/s41262-017-0033-9

Bastian Popp (Contact Author)

affiliation not provided to SSRN

No Address Available

Herbert Woratschek

affiliation not provided to SSRN

No Address Available

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