Teck Ming Tan, Jari Salo, Jouni Juntunen, Ashish Kumar, A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands, Journal of Business Research, Volume 92, 2018, Pages 71-80, ISSN 0148-2963, https://doi.org/10.1016/j.jbusres.2018.07.011
A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands
|Author:||Tan, Teck Ming1; Salo, Jari2; Juntunen, Jouni1;|
1Oulu Business School, University of Oulu, Pentti Kaiteran katu 1, 90014 Oulu, Finland
2Department of Economics and Management, University of Helsinki, P.O. Box 27, (Latokartanonkaari 5) 00014 University of Helsinki, Finland
3Aalto University School of Business, Arkadia, Lapuankatu 2, 00100, Finland
|Persistent link:|| http://urn.fi/urn:nbn:fi-fe2020101283798
|Publish Date:|| 2021-07-20
Brand managers are wary of consumers who are either unaware of new brands or have an unfavorable attitude toward their brands. In this study, we investigate the creation of a self-brand connection with new and unfavorable brands in comparison to well-liked brands. Our empirical study reveals that consumers could form a self-brand connection with new and unfavorable brands when the brand serves as a self-presentational strategy—self-presentation by brand. In particular, first, we find that brand attitude predicts self-brand connection positively and significantly for a well-liked brand, but not for a new brand, and second, when consumers hold favorable (unfavorable) attitudes toward a familiar brand, the self-brand connection can exist (be diluted). Thus, the self-brand connection can vary depending upon consumers’ favorability toward the brand. The current study suggests that one-on-one marketing, including customization and personalization, is relevant to new and unfavorable brands.
Journal of business research
|Pages:||71 - 80|
|Type of Publication:||
A1 Journal article – refereed
|Field of Science:||
512 Business and management
The authors gratefully acknowledge the financial support from a four-year funded position as part of the University of Oulu Graduate School doctoral programme awarded to Teck Ming.
© 2018 Elsevier Inc. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/.