The effects of brand identity on brand performance in the service sector
Article
Article Title | The effects of brand identity on brand performance in the service sector |
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ERA Journal ID | 19840 |
Article Category | Article |
Authors | Casidy, Riza (Author), Prentice, Catherine (Author) and Wymer, Walter (Author) |
Journal Title | Journal of Strategic Marketing |
Journal Citation | 27 (8), pp. 651-665 |
Number of Pages | 15 |
Year | 2019 |
Publisher | Taylor & Francis |
Place of Publication | United Kingdom |
ISSN | 0965-254X |
1466-4488 | |
Digital Object Identifier (DOI) | https://doi.org/10.1080/0965254X.2018.1464050 |
Web Address (URL) | https://www.tandfonline.com/doi/full/10.1080/0965254X.2018.1464050 |
Abstract | This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such as willingness-to-pay premium price and share of wallet. The investigation was undertaken with 376 US respondents recruited via Amazon’s Mechanical Turk platform. Structural equation modeling was employed to test the research hypotheses. The analysis found that brand identity has indirect effects on willingness-to-pay premium price through brand preference and affective brand identification. Further, the mediating effect of brand identification is enhanced when customers have had a strong, memorable experience with the service brand. This research provides empirical evidence of the mechanisms through which brand identity affects brand performance outcomes and the moderating role of memorable experiences in consumer-brand relationships. |
Keywords | brand identification; Brand identity; brand preference; memorable experience; willingness-to-pay premium |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Deakin University |
Griffith University | |
Lethbridge University, Canada | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q784z/the-effects-of-brand-identity-on-brand-performance-in-the-service-sector
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