Impact of self‐brand connection on willingness to pay premium: Relevant mediators and moderators

Abstract

The purpose of this study is to investigate how self-brand connection in an interactive multi-actor single-brand retail context can lead to consumers' willingness to pay premium through the sequential mediation of brand attitudes (intransigent and flexible) and brand love. Study 1 shows that self-brand connection strengthens (weakens) consumers' intransigent (flexible) brand attitude, thereby increasing their brand love and willingness to pay price premium. Furthermore, consumers' high level of cynicism attenuates brand love and willingness to pay premium for consumers' displaying flexible brand attitudes. Study 2 shows that favorable other customer perceptions can mitigate the detrimental impact of high consumer cynicism on consumers' brand responses. In Study 3, we found that other customers' favorable behaviors (over similarity and/or appearance) can best mitigate the negative effects of consumer cynicism on brand love and willingness to pay premium. The research contributes by showing how varying degrees of consumers' self-brand connection can develop willingness to pay premium through developing either intransigent (constructive route) or flexible (mitigating route) brand attitudes and brand love. For consumers harboring flexible brand attitudes accompanied with high cynicism, other customer perception serves as a conditioning tool, that alleviates their cynicism, and garners higher brand love as well as willingness to pay premium, and behavior dimension of other customer perception dominates in this quest.

Scale development of apparel customization brand value: From the perspectives of practitioners and consumers

“…General dimensions refer to the dimensions that are applicable to most fashion brands and have been verified ( Aaker, 1996 ). A set of examined general dimensions can provide guidance and structure for any customization brand, including perceived product quality, brand image, brand association, self-brand connection and brand culture ( Zeithaml, 1988 ; Keller, 1993 ; Aaker, 1996 ; Steenkamp et al, 2003 ; Maden, 2013 ; Cho et al, 2015 ; Ye et al, 2015 ; van der Westhuizen, 2018 ; Sarkar et al, 2021 ). Brand image and brand association are the most intertwined dimensions ( Cho and Fiore Ann, 2015 ).…”

“…Strengthening the relationship between brand and self-concept helps improve self-brand connection, thereby increasing brand value ( Escalas and Bettman, 2003 ; Ye et al, 2015 ). For customization brands, the relationship can be fueled through products designed to represent consumers’ self-images and are subsequently expressed to others ( Escalas and Bettman, 2003 ; Saleh and Alotaibi, 2018 ; Lang et al, 2021 ; Sarkar et al, 2021 ).…”

Antecedents and outcomes of brand pride: moderating role of narcissism

“…First, the perceived SBC is not uniform among consumers. Sarkar et al (2021) proposed that consumers with higher SBC develop an uncompromising attitude toward the focal brand, which is "not subject to switching to any other brand." On the other hand, those with a lower SBC perception have a more "flexible attitude toward the brand and are open to switching" in certain situations or "trying a new brand."…”

Less speed more haste: The effect of crisis response speed and information strategy on the consumer−brand relationship

“…Specifically, this study stream has focused on the building of a strong brand relationship as a long‐term strategy and outcome for the brand, and various studies have shown that this is built on the basis of positive brand behavior leading to positive consumer evaluations (MacInnis & Folkes, 2017; Park & John, 2018; Razmus et al, 2022). The long‐term relational focus has also shown to provide a better method of predicting buying behavior (Nyffenegger et al, 2015; Sarkar et al, 2021). In relation to CBRs in the context of a crisis, extant research has shown that firms with stronger relationships with their consumer's enjoy more positive response evaluations (Ozuem et al, 2021; Vázquez‐Casielles et al, 2010).…”