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A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

机译：比较喜欢的，新的和不利的品牌之间建立自品牌联系的比较研究

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摘要

Brand managers are wary of consumers who are either unaware of new brands or have an unfavorable attitude toward their brands. In this study, we investigate the creation of a self-brand connection with new and unfavorable brands in comparison to well-liked brands. Our empirical study reveals that consumers could form a self-brand connection with new and unfavorable brands when the brand serves as a self-presentational strategy-self-presentation by brand. In particular, first, we find that brand attitude predicts self-brand connection positively and significantly for a well-liked brand, but not for a new brand, and second, when consumers hold favorable (unfavorable) attitudes toward a familiar brand, the self-brand connection can exist (be diluted). Thus, the self-brand connection can vary depending upon consumers' favorability toward the brand. The current study suggests that one-on-one marketing, including customization and personalization, is relevant to new and unfavorable brands.
机译：品牌经理要警惕那些不了解新品牌或对品牌持不利态度的消费者。在这项研究中，我们调查了与知名品牌相比，与新品牌和不利品牌之间建立自品牌联系的情况。我们的实证研究表明，当品牌充当品牌的自我展示策略和自我展示时，消费者可能会与不利的新品牌形成自我品牌联系。特别是，首先，我们发现品牌态度会为一个喜欢的品牌积极而显着地预测自己与品牌之间的联系，而对于一个新品牌则不会，其次，第二，当消费者对熟悉的品牌持有利（不利）态度时，自我-品牌连接可以存在（被稀释）。因此，自品牌联系可以根据消费者对品牌的好感而变化。当前的研究表明，一对一的营销（包括定制和个性化）与新的不利品牌有关。

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