Investigating the idiosyncratic nature of brand value

Article

Miller, Karen W.. 2007. "Investigating the idiosyncratic nature of brand value." Australasian Marketing Journal. 15 (2), pp. 81-96. https://doi.org/10.1016/S1441-3582(07)70045-9
Article Title

Investigating the idiosyncratic nature of brand value

ERA Journal ID19788
Article CategoryArticle
Authors
AuthorMiller, Karen W.
Journal TitleAustralasian Marketing Journal
Journal Citation15 (2), pp. 81-96
Number of Pages16
Year2007
PublisherSAGE Publications Ltd
Place of PublicationOxford, United Kingdom
ISSN1441-3582
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.

Keywordscustomer value; idiosyncratic brand assessments; brand value; structural equation modelling, partial least squares analysis
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350606. Marketing research methodology
350608. Marketing theory
Public Notes

Author retains copyright.

Byline AffiliationsSchool of Management and Marketing
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