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  • The effects of brand identity on brand performance in the service sector

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    PrenticePUB231.pdf (799.3Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Casidy, R
    Prentice, C
    Wymer, W
    Griffith University Author(s)
    Prentice, Catherine
    Year published
    2019
    Metadata
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    Abstract
    This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such as willingness-to-pay premium price and share of wallet. The investigation was undertaken with 376 US respondents recruited via Amazon’s Mechanical Turk platform. Structural equation modeling was employed to test the research hypotheses. The analysis found that brand identity has indirect effects on willingness-to-pay premium price through brand preference and affective brand ...
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    This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such as willingness-to-pay premium price and share of wallet. The investigation was undertaken with 376 US respondents recruited via Amazon’s Mechanical Turk platform. Structural equation modeling was employed to test the research hypotheses. The analysis found that brand identity has indirect effects on willingness-to-pay premium price through brand preference and affective brand identification. Further, the mediating effect of brand identification is enhanced when customers have had a strong, memorable experience with the service brand. This research provides empirical evidence of the mechanisms through which brand identity affects brand performance outcomes and the moderating role of memorable experiences in consumer-brand relationships.
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    Journal Title
    Journal of Strategic Marketing
    DOI
    https://doi.org/10.1080/0965254X.2018.1464050
    Copyright Statement
    © 2018 Nature Publishing Group. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
    Subject
    Marketing
    Marketing not elsewhere classified
    Publication URI
    http://hdl.handle.net/10072/381658
    Collection
    • Journal articles

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