Investigating the idiosyncratic nature of brand value
Article
Article Title | Investigating the idiosyncratic nature of brand value |
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ERA Journal ID | 19788 |
Article Category | Article |
Authors | |
Author | Miller, Karen W. |
Journal Title | Australasian Marketing Journal |
Journal Citation | 15 (2), pp. 81-96 |
Number of Pages | 16 |
Year | 2007 |
Publisher | SAGE Publications Ltd |
Place of Publication | Oxford, United Kingdom |
ISSN | 1441-3582 |
1839-3349 | |
Digital Object Identifier (DOI) | https://doi.org/10.1016/S1441-3582(07)70045-9 |
Web Address (URL) | http://www.anzmac.org/amj |
Abstract | This study investigated the idiosyncratic nature of brand value by examining customer brand assessments of how well a brand matches the self-concept, how significant a brand is in a customer's life, favourable attitudes toward a brand, their relationships and their influence on overall brand value. Drawing from a sample of 210 generation Y (18-25 year old) wearers of athletic footwear in Australia it was found that brand fit indirectly influences overall brand value through brand significance and brand attitudes. The influence of brand significance on brand value has found to be stronger for the market leader than that of the market follower. |
Keywords | customer value; idiosyncratic brand assessments; brand value; structural equation modelling, partial least squares analysis |
ANZSRC Field of Research 2020 | 350602. Consumer-oriented product or service development |
350606. Marketing research methodology | |
350608. Marketing theory | |
Public Notes | Author retains copyright. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yq63/investigating-the-idiosyncratic-nature-of-brand-value
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