Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion

Krishna, A; Kim, S

Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion

Krishna, A Kim, S

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Publisher:: Elsevier BV
Publication Type:: Journal Article
Citation:: Journal of Business Research, 2021, 137, pp. 267-277
Issue Date:: 2021-12-01

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Field	Value	Language
dc.contributor.author	Krishna, A
dc.contributor.author	Kim, S https://orcid.org/0000-0001-8968-0249
dc.date.accessioned	2021-12-07T02:36:43Z
dc.date.available	2021-12-07T02:36:43Z
dc.date.issued	2021-12-01
dc.identifier.citation	Journal of Business Research, 2021, 137, pp. 267-277
dc.identifier.issn	0148-2963
dc.identifier.uri	http://hdl.handle.net/10453/152169
dc.description.abstract	The purpose of this study was to understand the dynamics between customers’ own and perceived brand investment, and the impact of such investment on two relational outcomes, i.e., identification and brand identity fusion. Integrating literature on relationship investment with identification scholarship, and drawing on social exchange theory (Emerson, 1976) and social identity theory (Tajfel & Turner, 1985) this study sought to explicate the linkages between brands’ and customers’ relationship investment and identification and brand identity fusion. The results from an online survey (N = 559) revealed that when customers perceive a brand to make economic and social investment into customer-brand relationships, they tend to reciprocate the efforts with similar types of investment. Furthermore, perceived brand social investment and customer extrinsic investment further engender customers’ brand identification and brand identity fusion. The results of this study make several contributions to relationship investment and identification literature, and practical contributions for managers.
dc.language	en
dc.publisher	Elsevier BV
dc.relation.ispartof	Journal of Business Research
dc.relation.isbasedon	10.1016/j.jbusres.2021.08.039
dc.rights	info:eu-repo/semantics/embargoedAccess
dc.subject	1505 Marketing
dc.subject.classification	Marketing
dc.title	Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion
dc.type	Journal Article
utslib.citation.volume	137
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences
pubs.organisational-group	/University of Technology Sydney/Faculty of Arts and Social Sciences/Public Communication Program
utslib.copyright.status	embargoed	*
utslib.copyright.embargo	2024-12-01T00:00:00+1000Z
dc.date.updated	2021-12-07T02:36:42Z
pubs.publication-status	Accepted
pubs.volume	137

Abstract:

The purpose of this study was to understand the dynamics between customers’ own and perceived brand investment, and the impact of such investment on two relational outcomes, i.e., identification and brand identity fusion. Integrating literature on relationship investment with identification scholarship, and drawing on social exchange theory (Emerson, 1976) and social identity theory (Tajfel & Turner, 1985) this study sought to explicate the linkages between brands’ and customers’ relationship investment and identification and brand identity fusion. The results from an online survey (N = 559) revealed that when customers perceive a brand to make economic and social investment into customer-brand relationships, they tend to reciprocate the efforts with similar types of investment. Furthermore, perceived brand social investment and customer extrinsic investment further engender customers’ brand identification and brand identity fusion. The results of this study make several contributions to relationship investment and identification literature, and practical contributions for managers.

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http://hdl.handle.net/10453/152169