Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment

He, Yuanqiong; Chen, Qimei; Lee, Ruby P.; Wang, Yonggui; Pohlmann, Attila

doi:10.1016/j.intmar.2016.11.001

Cited by 31 publications

(32 citation statements)

References 42 publications

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“…Brand identification has been demonstrated as an important construct in brand loyalty model (Bhattacharya and Sen, 2003;Burmann et al, 2009;He et al, 2017;Tuskej et a., 2013). In this study, it refers to 'a consumer's psychological state of perceiving, feeling, and valuing his or her belongingness with a brand' (Lam et al, 2011, p.307).…”

Section: Brand Identificationmentioning

confidence: 98%

The impacts of brand experiences on brand loyalty: mediators of brand love and trust

Huang

2017

252

268

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Purpose-1).Prior studies on brand relationships tend to overlook the mediator(s) between the relationships between brand experience and brand loyalty. Hence, the main purpose of this paper is to examine these mediating roles of brand love and brand trust on the brand experience and brand loyalty relationships. 2).While the literature does not examine the distinct dimensions of brand experience and brand loyalty, this study fills up this gap and examines their detailed dimensions and effects on brand loyalty. Methodology-A total of 237 valid questionnaires on mobile phone brands were collected from respondents aged between 18 and 30, and analyzed using the partial least squares (PLS) method. Findings-1).Sensory experience is the major driver of brand love. 2).Sensory experience mainly drives customers' brand trust, while intellectual experience has no effects on brand trust. 3).Brand love is the main mechanism in developing customers' behavioral loyalty, so does brand trust in shaping their attitudinal loyalty. 4).Brand love and brand trust have the mediating effects on the relationships between brand experience and brand loyalty. Originality/Value-1).It demonstrates two mediating roles of brand love and brand trust in the brand experience and brand loyalty relationships, and thus deepens the understanding of the processes in shaping customers' brand loyalty. 2).It departs from the prior works and examines the distinct dimensions of brand experience and brand loyalty, and thus presents a more detailed examination on these two constructs and their effects, than prior studies. 3).It demonstrates the validities of the brand resonance model, the C-A-B and A-C-B models, key mediating variable (KMV) model, particularly in mobile phone industry.

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Section: Brand Identificationmentioning

confidence: 98%

The impacts of brand experiences on brand loyalty: mediators of brand love and trust

Huang

2017

252

268

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“…Active members become involved with the community and brand in a wide variety of ways including affective, behavioural and cognitive engagement (Dessart et al, 2015;2016) of a positive or negative nature (Bowden et al, 2017). Whilst they might act in a manner that meets the expectations of other members and exhibit in-role behaviour securing belonging to the community, they may also go beyond expectations and exhibit extra-role behaviour (He et al, 2017). Lurkers can be passive or active and posters can either initiate or respond to posts (Walker et al, 2010).…”

Section: Brand Community Rolesmentioning

confidence: 99%

“…There is significant understanding of what constitutes a brand community and the value they can create (Rodríguez-López & Diz-Comesan, 2016) and research appreciates that brand community members, although different in many ways, unite around a common goal (Özbölük, & Dursun, 2017). Indeed, recent work shows that a member's behaviour may meet or exceed other members' basic expectations to be accepted into the community (He et al, 2017). However, despite this work, there is limited attention given to the nature of the roles brand community members play with most existing empirical work categorising these participants as either active or passive (see Sun et al, 2014).…”

Section: Introductionmentioning

confidence: 99%

Creating and managing participative brand communities: The roles members perform

Veloutsou

Black

2020

Journal of Business Research

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The success of brand communities as social structures that facilitate the co-creation of brands depends on the nature of their members' participation. Existing research provides limited insights into the roles brand community members perform. In response, this study, using role theory as its theoretical foundations, explores the roles members play. Ethnographic data were collected primarily from a brand community where highly involved working consumers interacted both off and online. The analysis reveals that there are categories of roles performed which are necessary for the development and long term prosperity of the community; it also identifies specific roles within each category and elucidates how these structure and manage the community as an entity. The study contributes to knowledge and practice by elucidating the variety and complexity of roles members need to play in order to secure an active and healthy brand community and develops further evidence to support that brand communities are primarily self-managed entities.

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“…Brand loyalty includes the benefits of reduced marketing costs and attracting new customers (Aaker, 1991). Attracting new customers is directly linked to brand awareness, which can be created by WOM marketing (Aaker, 1991;He, Chen, Lee, Wang, & Pohlmann, 2017). Aaker (1991) proposed generating brand awareness from the current customer base to attract new customers.…”

Section: Theme 4: Social Media and Online Marketingmentioning

confidence: 99%

Small business marketing strategies for physical therapy practice owners

Daugherty

2019

International Journal of Healthcare Management

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Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment

Cited by 31 publications

References 42 publications

The impacts of brand experiences on brand loyalty: mediators of brand love and trust

The impacts of brand experiences on brand loyalty: mediators of brand love and trust

Creating and managing participative brand communities: The roles members perform

Small business marketing strategies for physical therapy practice owners

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