A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

Abstract: Brand managers are wary of consumers who are either unaware of new brands or have an unfavorable attitude toward their brands. In this study, we investigate the creation of a self-brand connection with new and unfavorable brands in comparison to well-liked brands. Our empirical study reveals that consumers could form a self-brand connection with new and unfavorable brands when the brand serves as a self-presentational strategy—self-presentation by brand. In particular, first, we find that brand attitude predicts self-brand connection positively and significantly for a well-liked brand, but not for a new brand, and second, when consumers hold favorable (unfavorable) attitudes toward a familiar brand, the self-brand connection can exist (be diluted). Thus, the self-brand connection can vary depending upon consumers’ favorability toward the brand. The current study suggests that one-on-one marketing, including customization and personalization, is relevant to new and unfavorable brands.

Authors: Teck Ming Tan, Jari Salo, Jouni Juntunen, Ashish Kumar
Year: 2018
Source: Journal of Business Research
Volume: 92
Citation:
Tan, T.M., Salo, J., Juntunen, J., Kumar, A. (2018) “A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands,” Journal of Business Research, 92, pp. 71-80.
Full-text Article: https://www.sciencedirect.com/science/article/pii/S0148296318303242