A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

Teck Ming Tan*, Jari Salo, Jouni Juntunen, Ashish Kumar

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

15 Citations (Scopus)

Abstract

Brand managers are wary of consumers who are either unaware of new brands or have an unfavorable attitude toward their brands. In this study, we investigate the creation of a self-brand connection with new and unfavorable brands in comparison to well-liked brands. Our empirical study reveals that consumers could form a self-brand connection with new and unfavorable brands when the brand serves as a self-presentational strategy—self-presentation by brand. In particular, first, we find that brand attitude predicts self-brand connection positively and significantly for a well-liked brand, but not for a new brand, and second, when consumers hold favorable (unfavorable) attitudes toward a familiar brand, the self-brand connection can exist (be diluted). Thus, the self-brand connection can vary depending upon consumers’ favorability toward the brand. The current study suggests that one-on-one marketing, including customization and personalization, is relevant to new and unfavorable brands.

Original languageEnglish
Pages (from-to)71-80
Number of pages10
JournalJournal of Business Research
Volume92
DOIs
Publication statusPublished - 1 Nov 2018
MoE publication typeA1 Journal article-refereed

Keywords

  • Brand attitude
  • Brand familiarity
  • Brand knowledge
  • Self-brand connection
  • Self-presentation
  • Structural equation modeling

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