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

IF 4.4 3区 管理学 Q2 BUSINESS
Soyoung Joo, Amélie Guèvremont
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引用次数: 0

摘要

尽管对品牌真实性的研究涉及多个领域,但对新品牌发展和维护品牌真实性的研究却从未有过。本研究首次通过新品牌的标志性线索(基于印象的品牌特征)、索引性线索(基于证据的品牌特征)和存在性线索(自我反思的品牌特征)的相互作用,证明了品牌真实性的演变性质(即创建和维护阶段)。16 名新运动队品牌的季票持有者分别接受了两次访谈(在运动队首赛季期间和之后)。分析表明了真实性线索在发展和维持真实性认知过程中的相互作用,如随着消费者与品牌关系的发展,索引性线索和存在性线索取代了标志性线索。研究结果揭示了存在性线索在与消费者建立自我相关关系中的关键作用,以及新品牌真实性的基本维度(即良性、接近性和透明度)和结果(如品牌态度和情感品牌依恋)。本研究提供了新品牌可以从真实性认知中获益的证据,并从前因后果的角度提供了对基本过程的见解,为真实性和品牌文献做出了贡献。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.

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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
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.
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