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The effects of brand identity on brand performance in the service sector

Riza Casidy · Catherine Prentice · Walter Wymer

38 citations0/0 files storedJournal of Strategic Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2011Thinking, Fast and Slow 1988Possessions and the Extended Self 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2006Brands and Branding: Research Findings and Future Priorities 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2010Development of a Scale to Measure Memorable Tourism Experiences 2010Moving Forward and Making a Difference: Research Priorities for the Science of Service

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