{"title":"新品牌的品牌真实性的动态性质:通过标志性、索引性和存在性线索创建和维持认知","authors":"Soyoung Joo, Amélie Guèvremont","doi":"10.1002/cb.2303","DOIUrl":null,"url":null,"abstract":"<p>Although brand authenticity has been studied across multiple domains, the development <i>and</i> maintenance of brand authenticity in new brands has never been explored. This study provides the first evidence of the evolving nature of brand authenticity (i.e., the creation and maintenance phases) through the interplay of iconic (impression-based brand characteristics), indexical (evidence-based brand characteristics), and existential (self-referential brand characteristics) cues for a new brand. Sixteen season ticket holders for a new sports team brand were interviewed two times each (during and after the team's inaugural season). The analysis shows the interplay of authenticity cues in the development and maintenance of authenticity perceptions, such that indexical and existential cues replace iconic cues as the consumer-brand relationship evolves. The results reveal the critical roles of existential cues in creating a self-relevant relationship with consumers as well as the underlying dimensions (i.e., virtuousness, proximity, and transparency) and outcomes (e.g., brand attitude and emotional brand attachment) of authenticity for a new brand. This study provides evidence that new brands can benefit from authenticity perceptions and offers insights into the underlying process in terms of antecedents and outcomes, contributing to authenticity and branding literature.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-01-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues\",\"authors\":\"Soyoung Joo, Amélie Guèvremont\",\"doi\":\"10.1002/cb.2303\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<p>Although brand authenticity has been studied across multiple domains, the development <i>and</i> maintenance of brand authenticity in new brands has never been explored. This study provides the first evidence of the evolving nature of brand authenticity (i.e., the creation and maintenance phases) through the interplay of iconic (impression-based brand characteristics), indexical (evidence-based brand characteristics), and existential (self-referential brand characteristics) cues for a new brand. Sixteen season ticket holders for a new sports team brand were interviewed two times each (during and after the team's inaugural season). The analysis shows the interplay of authenticity cues in the development and maintenance of authenticity perceptions, such that indexical and existential cues replace iconic cues as the consumer-brand relationship evolves. The results reveal the critical roles of existential cues in creating a self-relevant relationship with consumers as well as the underlying dimensions (i.e., virtuousness, proximity, and transparency) and outcomes (e.g., brand attitude and emotional brand attachment) of authenticity for a new brand. This study provides evidence that new brands can benefit from authenticity perceptions and offers insights into the underlying process in terms of antecedents and outcomes, contributing to authenticity and branding literature.</p>\",\"PeriodicalId\":48047,\"journal\":{\"name\":\"Journal of Consumer Behaviour\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Consumer Behaviour\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/cb.2303\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2303","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues
Although brand authenticity has been studied across multiple domains, the development and maintenance of brand authenticity in new brands has never been explored. This study provides the first evidence of the evolving nature of brand authenticity (i.e., the creation and maintenance phases) through the interplay of iconic (impression-based brand characteristics), indexical (evidence-based brand characteristics), and existential (self-referential brand characteristics) cues for a new brand. Sixteen season ticket holders for a new sports team brand were interviewed two times each (during and after the team's inaugural season). The analysis shows the interplay of authenticity cues in the development and maintenance of authenticity perceptions, such that indexical and existential cues replace iconic cues as the consumer-brand relationship evolves. The results reveal the critical roles of existential cues in creating a self-relevant relationship with consumers as well as the underlying dimensions (i.e., virtuousness, proximity, and transparency) and outcomes (e.g., brand attitude and emotional brand attachment) of authenticity for a new brand. This study provides evidence that new brands can benefit from authenticity perceptions and offers insights into the underlying process in terms of antecedents and outcomes, contributing to authenticity and branding literature.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.