A multinational examination of the symbolic-instrumental framework of consumer-brand identification

• 成果类型: Article
• 署名作者: Lam, Son K.; Ahearne, Michael; Schillewaert, Niels
• 署名单位: University System of Georgia; University of Georgia; University of Houston System; University of Houston; Vlerick Business School
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/jibs.2011.54
• 发表日期: 2012
• 页码: 306-331
• 关键词: branding and brand management; survey research; partial least squares; multicultural; consumer-brand identification; SOCIAL IDENTITY THEORY

摘要

The authors propose a symbolic instrumental interactive framework of consumer brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self brand congruity and perceived quality on CBI is universal. The interaction among CBI, perceived quality, and uncertainty avoidance orientation in motivating consumers' identity-sustaining behavior is weak. However, the synergy between CBI and perceived quality in motivating consumers' identity-promoting behavior is stronger among collectivist consumers. The authors derive a typology of symbolic-instrumental misalignments to help international marketing managers motivate consumers to identify with and promote brands. Journal of International Business Studies (2012) 43, 306-331. doi:10.1057/jibs.2011.54