Symbolic drivers of consumer–brand identification and disidentification

Wolter, Jeremy S.; Brach, Simon; Cronin, J. Joseph; Bonn, Mark A.

doi:10.1016/j.jbusres.2015.07.011

Cited by 103 publications

(186 citation statements)

References 50 publications

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“…Moreover, low identifiers might have concerns regarding such products because of the potential for re-enforcing ingroup affiliation that is contrary to their sense of self. In contrast, low identifiers likely have lower self-representation concerns than high identifiers with regards to dissociative groups, as they are less motivated to express and verify their ingroup social identity (Wolter and Cronin, 2016). As such, they should be more open to products associated with outgroups or dissociative groups, and perceive such products more positively than those associated with the ingroup (see Branscombe et al, 1999 for a related discussion).…”

Section: Dissociative Groupsmentioning

confidence: 99%

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Solving dissociative group effects using construal level theory

McGowan

Hassan

Shiu

2019

EJM

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Purpose Consumers usually respond favourably to ingroups but negatively to dissociative groups and products linked to dissociative groups, termed the dissociative group effect. Despite important implications for branding, advertising and celebrity endorsement, little is known about how to attenuate the effect. This paper aims to introduce a mechanism which attenuates the dissociative group effect by drawing on construal level theory. Design/methodology/approach An experimental approach was used which included two-part between-subjects designs. Findings High identifiers prefer products linked to their ingroup over ones linked to a dissociative group, however, the opposite is true for low identifiers. The difference in preference is attenuated for high and low identifiers when they are placed in an abstract mind-set. The underlying mechanism of this effect is similarity focus. Research limitations/implications The same context was used to ensure that the attenuating effect found was not due to contextual factors. However, further studies should replicate the findings in a wider variety of contexts. Practical implications This research offers practical recommendations on how to manage multiple customer segments in increasingly diverse marketplaces. By inducing an abstract mind-set in customers, for example, via advertising copy, website architecture or contextual factors such as pitch of the music, marketers can increase the effectiveness of identity-linking marketing for consumers’ high/low in identification. Originality/value This is one of the first empirical studies to evidence the applicability of construal level theory within identity marketing and offers a novel mechanism to attenuate the dissociative group effect. The findings shed new light on how low identifiers relate and respond to identity-linked marketing.

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Section: Dissociative Groupsmentioning

confidence: 99%

“…Limited research has begun to explore different levels of identification and its consequences. For instance , Wolter et al (2016), examined predictors of consumer brand disidentification (i.e. self-brand dissimilarity, brand disrepute, brand indistinctiveness).…”

Section: Limitations and Further Directionsmentioning

confidence: 99%

Solving dissociative group effects using construal level theory

McGowan

Hassan

Shiu

2019

EJM

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“…Many empirical studies report positive effects of higher degrees of identification on key indicators of marketing success, including customer satisfaction (Tuškej et al, 2013;Algesheimer et al, 2005;Ahearne et al, 2005), brand commitment (Tuškej et al, 2013), customer loyalty (Algesheimer et al, 2005;Homburg et al, 2009;Stokburger-Sauer et al, 2012;Wolter et al, identification and many other constructs that have proved to play an important role in relationship marketing. In particular, prior research provides an insufficient picture of the relationship between customer-brand identification and customer satisfaction; this relationship is either not discussed (Homburg et al, 2009) or analyzed in specific contexts, such as donors (Boenigk and Helmig, 2013), car owners (Kuenzel and Halliday, 2008), or online communities (Casalo et al, 2010).…”

Section: Introductionmentioning

confidence: 99%

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

2017

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Citation:Popp, B. and Woratschek, H. service/product brands. The results demonstrate that identification, satisfaction, and price image significantly influence both loyalty and word of mouth. Moreover, we find significant interrelationships among the constructs: identification positively influences both satisfaction and price image, which also increases satisfaction. By disclosing the relative importance of three separate ways of gaining and retaining customers, this study helps managers more appropriately choose the right mix of branding, pricing, and relationship marketing. From an academic point of view, our research is the first to explicitly examine the effects of the concept of identification for price management and to integrate variables from the fields of branding, relationship marketing, and behavioral pricing, which have separately been identified as particularly important determinants of marketing outcomes.

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“…CBI can be seen as a kind of cognitive state of self-categorization [21]. According to Wolter et al [22], CBI is a decision of consumer to define his or her "self" by including a specific brand into their self-concept. In the marketing literature, the process E3S Web of Conferences 31, 11001 (2018) https://doi.org/10.1051/e3sconf/20183111001 ICENIS 2017 of CBI was influencing of several antecedent factors.…”

Section: Introductionmentioning

confidence: 99%

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

Susanty

Tresnaningrum

2018

E3S Web Conf.

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This study has several purposes. First, this study aims to investigate the effect of consumer–brand value congruence, brand distinctiveness, brand social benefit, brand warmth, and memorable brand experience on customer-brand identification (CBI). We call all of those factors as the antecedent factor of CBI. Second, this study aims to investigate the effect of CBI on customer loyalty. Third, investigate the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI. This research used primary data collected through closed questionnaires using a Likert scale of 1 - 5. The total sample size was 273 respondents located in Semarang City who has or has been using Acer Laptop for minimal one year. This research was conducted using Partial Least Square (PLS) method through SmartPLS 3.0 software. The result of data processing indicated that all of the antecedent factors of CBI have the positive and significant effect on CBI of the user of Acer Laptop. In this case, among the five antecedent factors of CBI, value congruence has the greatest effect on CBI of the user of Acer Laptop. The result of data processing also indicated that CBI has the positive and significant effect on brand loyalty of user of Acer Laptop. This study fails to prove the role of product involvement as a moderating variable of the relationship between brand distinctiveness, brand social benefit, brand warmth, memorable brand experience and CBI of the user of Acer Laptop. Moreover, based on the result of hypothesis testing, this study gives some recommendation to Acer Laptop to develop or create some features which are match with the value of user of Laptop Acer in Semarang City.

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Symbolic drivers of consumer–brand identification and disidentification

Cited by 103 publications

References 50 publications

Solving dissociative group effects using construal level theory

Solving dissociative group effects using construal level theory

Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

Effect of Value Congruence, Brand Distinctiveness, Brand Social, Brand Warmth, and Memorable Brand Experience on Customer-Brand Identification and Brand Loyalty (Case Study: Brand of ACER Laptop)

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