Social visibility and percept differentiation dimensions of brand intangible value and its effects

Abstract

Marketers provide brand intangible value to obtain price premium and brand loyalty. Along two novel dimensions of social visibility and perceived differentiation, we classified brand intangible value into four types: conformity value, role value, self-identity value and experiential value. Empirical studies verify the existence of these four brand intangible values, and they are significantly affected by perceived quality. Further analysis show that role value, self-identity value, experiential value significantly impact customer satisfaction, but the linkage between conformity value and customer satisfaction is weak.