Exploring the dynamics of antecedents to consumer–brand identification with a new brand

Volume: 41, Issue: 2, Pages: 234 - 252
Published: Mar 1, 2013
Abstract
This study examines the dynamics of consumer–brand identification (CBI) and its antecedents in the context of the launch of a new brand. Three focal drivers of CBI with a new brand are examined, namely: perceived quality (the instrumental driver), self–brand congruity (the symbolic driver), and consumer innate innovativeness (a trait-based driver). Using longitudinal survey data, the authors find that on average, CBI growth trajectories...
Paper Details
Title
Exploring the dynamics of antecedents to consumer–brand identification with a new brand
Published Date
Mar 1, 2013
Volume
41
Issue
2
Pages
234 - 252
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.