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dc.contributor.authorCasidy, R
dc.contributor.authorPrentice, C
dc.contributor.authorWymer, W
dc.date.accessioned2019-06-26T06:04:14Z
dc.date.available2019-06-26T06:04:14Z
dc.date.issued2019
dc.identifier.issn0965-254X
dc.identifier.doi10.1080/0965254X.2018.1464050
dc.identifier.urihttp://hdl.handle.net/10072/381658
dc.description.abstractThis 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.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherTaylor & Francis
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom1
dc.relation.ispartofpageto15
dc.relation.ispartofjournalJournal of Strategic Marketing
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing not elsewhere classified
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350699
dc.titleThe effects of brand identity on brand performance in the service sector
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 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.
gro.hasfulltextFull Text
gro.griffith.authorPrentice, Catherine


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