A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands
Tan, Teck Ming; Salo, Jari; Juntunen, Jouni; Kumar, Ashish (2018-07-20)
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
© 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/.
https://creativecommons.org/licenses/by-nc-nd/4.0/
https://urn.fi/URN:NBN:fi-fe2020101283798
Tiivistelmä
Abstract
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.
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