The purpose of this study is to shed light on the self–brand connection by analyzing two relationships: first, the effects on the self–brand connection of the association in a consumer's mind between the corporate strategy known as creating shared value (CSV) and brands that deploy this strategy; second, the effects on the self–brand connection of the association between corporate competence and brands. The paper examines whether the authenticity with which a firm deploys the CSV strategy (and markets products that are perceived as authentic) has a positive effect on the formation of self–brand connections among consumers. A company that manufactures eco‐friendly products and implements a CSV strategy as a means of managing its operations ethically was chosen as the research subject. A total of 1500 consumers participated in the survey. The study found that consumers' perceptions of the associations of CSV and corporate competence with the brand under study are closely related to the self–brand connection. Such associations can also generate self‐identification with a brand as well as brand loyalty. The authenticity of CSV activity and related products was found to play a critical role in the formation of consumer attitudes such as perception of sustainable development.
Purpose
This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.
Design/methodology/approach
Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.
Findings
The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.
Research limitations/implications
The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.
Practical implications
In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.
Originality/value
Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.
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