Brand identity and online self-customisation usefulness perception

Abstract

Online self-customisation (OSC) enables customers to tailor their preferences to certain product features via a brand-hosted online platform. Recent literature has given increasing attention to how consumers value OSC. However, extant research is characterised by a scarcity of understanding the effects of brand identity and individual differences on consumer responses to OSC. The purpose of this paper is to examine the mediating role of trust and the moderating role of need for uniqueness on the effects of brand identity prestige and brand identity similarity on consumer perceived usefulness of OSC. A field survey, through mall intercept, was conducted to test this conceptual framework. Our findings advance this field by finding that, not only the brand identity and consumer need for uniqueness, but also the interaction between them may affect consumers’ evaluation of OSC

Perception and Desired Brand Personality in Organizations that Internationalize Services: The Case of the Colombian Business Environment

“…De la Cuesta-Benjumea (2011) describes that the acts and objects exist and have meaning because those can be described through words, fact that the entrepreneurs did by generated a symbolic value for each word assigned to the service provided by the company. This implies that the brand provides a self-expression of identity, which is the capacity to consider oneself as an object and in that process constructing a narrative on the organization (He, Harris, Wang and Haider, 2016). Obtained results by comparing Pearson and Spearman's Rho correlations point out that there is no association between time on market for the studied companies and Aaker's (1997) desired brand personality model.…”

How to Better Motivate Customers to Participate in the Self-Design Process: A Conceptual Model in Underlying Self-Congruence Mechanism

“…Since self-designed products provide a higher preference fit than standardized products and thus drive customers’ willingness to pay ( Franke and Piller, 2004 ; He et al, 2016 ), such a special co-creation activity may induce affective reactions and thus increase the value the customer attaches to the product. Previous self-designed research in the co-creation literature also concluded that such premium could be attributed not only to the superior fit with preferences that customized products provide ( Franke and Piller, 2004 ; Franke et al, 2009 ; He et al, 2016 ), but also to the sense of accomplishment (the “I Designed it Myself” effect) and ownership ( Wiecek et al, 2019 ) consumers feel when they successfully complete the design process ( Moreau and Herd, 2010 ). Therefore, in this research, we focus on self-design activities as our research context and define the self-design activities as a strategy that firms use to give customers a chance to actively engage in the creation of end products, allowing them to select or create the final products for themselves with the company providing production and delivery.…”

“…Once selected, the customized design becomes a real Lego set that can be purchased around the world with royalties paid to the set’s creator. No wonder recent research has demonstrated that consumers are willing to pay a significant premium for self-design or customized products relative to comparable mass-produced counterparts ( Franke and Piller, 2004 ; Franke et al, 2009 ; He et al, 2016 ).…”

“…Although most previous research focuses on explaining the reasons why co-creation activities bring positive outcomes to customers or/and companies, such as self-designed products better satisfy consumer needs, consumers have higher purchase intention for those self-designed products, and consumers are more willing to recommend the self-designed product ( Moreau and Herd, 2010 ; Moreau, 2011 ; He et al, 2016 ; Hsieh and Chang, 2016 ; Wiecek et al, 2019 ), little attention has focused on how to motivate customers to participate in the self-design process. A key concept for investigating this question is the concept of “self-congruence” ( Sirgy, 1982 ; Sirgy and Samli, 1985 ; Aaker, 1999 ), which fits the product’s personality or brand with the consumer’s self-value.…”

Sosyal Ki̇mli̇k Kurami Açisindan Tüketi̇ci̇ – Marka Özdeşleşmesi̇ Ve Bi̇r Araştirma

“…11 Tüketicilerin, algılanan marka kimliği ile kendi kişisel veya sosyal kimliğiyle uyuştuğu bir markayı seçme ihtimali daha yüksektir. 12 Marka kimliği ise, bir markanın ayırt edici ve nispeten kalıcı özelliklerini belirtir. 13 Bununla birlikte sosyal kimlik perspektifi, marka kimliğini (brand identity), marka özdeşleşmesinin öncüsü olarak belirtir.…”