Please use this identifier to cite or link to this item: doi:10.22028/D291-31966
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Title: Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth
Author(s): Popp, Bastian
Woratschek, Herbert
Language: English
Title: The journal of brand management : an international journal
Volume: 24
Issue: 3
Startpage: 250
Endpage: 270
Publisher/Platform: Springer
Year of Publication: 2017
Publikation type: Journal Article
Abstract: Consumer–brand identification has received considerable attraction among scholars and practitioners in recent years. We contribute to previous research by proposing an integrative model that includes consumer–brand identification, customer satisfaction, and price image to investigate the interrelationships among these constructs as well as their effects on brand loyalty and positive word of mouth. To provide general results, we empirically test the model using a sample of 1443 respondents from a representative consumer panel and 10 service/product brands. The results demonstrate that identification, satisfaction, and price image significantly influence both loyalty and word of mouth. Moreover, we find significant interrelationships among the constructs: Identification positively influences both satisfaction and price image, which also increases satisfaction. By disclosing the relative importance of three separate ways of gaining and retaining customers, this study helps managers more appropriately choose the right mix of branding, pricing, and relationship marketing. From an academic point of view, our research is the first to explicitly examine the effects of the concept of identification for price management and to integrate variables from the fields of branding, relationship marketing, and behavioral pricing, which have separately been identified as particularly important determinants of marketing outcomes.
DOI of the first publication: 10.1057/s41262-017-0033-9
URL of the first publication: https://link.springer.com/article/10.1057/s41262-017-0033-9
Link to this record: hdl:20.500.11880/29571
http://dx.doi.org/10.22028/D291-31966
ISSN: 1350-231X
1479-1803
Date of registration: 25-Aug-2020
Faculty: HW - Fakultät für Empirische Humanwissenschaften und Wirtschaftswissenschaft
Department: HW - Wirtschaftswissenschaft
Professorship: HW - Prof. Dr. Bastian Popp
Collections:UniBib – Die Universitätsbibliographie

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