- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Individual Brand Loyalty and the Self-Corporate Connection Induced by Corporate Associations
Park, Deok-Su
Abstract
Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer's self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer's self. There are three main purposes of the research. First, theories regarding corporate associations will be explored. Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer's self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer's self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer's individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer's personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer's social self-concept. Second, the connectedness between the corporate brand and the consumer's self-concept affects identification with the corporation. The consumer's personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corporate individual brands. That is,
- keywords
- 기업능력연상, 기업의 사회적 책임연상, 개인적 자아개념연관성, 사회적 자아개념연관성, 개별브랜드 충성
Reference
김동태, 김재일 (2008), “기업연상과 브랜드 애호도간 이중 경로관계 모형,” 마케팅연구, 제23권 제3호, 141-162.
안광호, 이건희 (2004), “소비자-기업 동일시가 소비자의 제품평가와 행위적 반응에 미치는 영향에 관한 연구”, 마케팅연구, 제19권 제4호, 55-77.
안광호, 임미화 (2008), “제품편익이 브랜드 애착과 브랜드 몰입에 미치는 영향: 제품유형과 자기감시성의, 조절적 효과,” 소비자학연구, 제19권 제1호, 169-188.
이문규, 홍성태 (2002), 소비자 행동의 이해, 법문사.
이유재, 라선아 (2002), “브랜드 퍼스낼리티-브랜드 동일시-브랜드자산 모형: 이용자와 비이용자간 차이에 대한 탐색적 연구,” 마케팅연구, 제17권 제3호, 1-33.
이학식, 안광호, 하영원 (2002), 소비자 행동론, 법문사.
Aaker. D. A. (1996), “Building Strong Brands,” New York: The Free Press.
Aaker, J. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34(3), 347-356.
Aaker, J. L., Benet-Martinez, V. and Garolera, J. (2001), “Consumption Symbols as Carriers of Culture: A Study of Japanese and Spanish Brand Personality Constructs,” Journal of Personality and Social Psychology, 81(3), 492-508.
Anderson, J. R. (1983), The Architecture of Cognition, Hillsdale, NJ: Erlbaum.
Agrawal, N. and Maheswaran, D. (2005), “The Effects of Self-Construal and Commitment on Persuasion,” Journal of Consumer Research, 31 (Mar), 841–849.
Ball, A. D. and Tasaki, L. H. (1992), “The Role and Measurement of Attachment in Consumer Behavior,” Journal of Consumer Psychology, 2, 155-172.
Bettman, J. R. (1979), An Information Processing Theory of Consumer Choice, Menlo Park, CA: Addison-Wesley.
Belk, R. W. (1988), “Possessions and the Extended Self,” Journal of Consumer Research, 15, 139-168.
Berens, G. and van Riel, C. B. M. (2004), “Corporate Associations in the Academic Literature: Three Main Streams of Thought in the Reputation Measurement Literature,” Corporate Reputation Review, 7(2), 161-178.
Berens, G., van Riel, C. B. M. and van Bruggen, G. H. (2005), “Corporate Associations and Consumer Product Responses: The Moderating Role of Corporate Brand Dominance,” Journal of Marketing, 69(Jul), 35-48.
Bergami, M. and Bagozzi, R. P. (2002), “Self-Categorization, Affective Commitment, and Group Self-Esteem as Distinct Aspects of Social Identity in an Organization,” British Journal of Social Psychology 39(4), 555–577.
Bhattacharya, C. B. and Sen, S. (2003), “Consumer-Company Identification: A Framework for Understanding Consumers' Relationships with Companies,” Journal of Marketing, 67(2), 76–88
Bhattacharya, C. B., Rao, H. and Glynn, M. A. (1995), “Understanding the Bond of Identification: An Investigation of Its Correlates among Art Museum Members,” The Journal of Marketing, 59(4), 46-57.
Boulding, W., Kalra, A., Staelin, R. and Zeithaml, V. A. (1993), “A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions,” Journal of Marketing Research, 30(Feb), 7-27.
Brewer, M. B. (1991), “The social self: On Being the Same and Different at the Same Time,” Personality and Social Psychology Bulletin, 17(5), 475-482.
Brown, T. J. and Dacin, P. A. (1997), “The Company and the Product: Corporate Associations and consumer Product Responses,” Journal of Marketing, 61(Jan), 68-84.
Chaudhuri, A. and Holbrook, M. B. (2001), “The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty,” Journal of Marketing, 65(Apr), 81-93.
Combs, A. W. and Snygg, D. (1959), Individual Behavior. Rev. ed. New York: Harper and Row.
Dick, A and S., Chakravarti, D. and Biehal, G. (1990), “Memory Influences on Inferential Processing During Consumer Choice,” Journal of Consumer Research, 17(1), 82-93.
Dowling G. R. (1986), “Managing Your Corporate Images,” Industrial Marketing Management, 15(May), 109-115.
Dowling G. R. (1993), “Developing Your Company Image Into a Corporate Asset,” Long Range Planning, 26(Apr), 101-109.
Dutton, J. E., Dukerich, J. M. and Harquail, C. V. (1994). “Organizational Images and Member Identification,” Administrative Science Quarterly, 39(2), 239-263.
Eagly, A. and Chaiken, S. (1993), The Psychology of Attitudes, TX: Harcourt Brace Jovanovichi.
Escalas, J. E. and Bettman, J. R. (2003), “You Are What They Eat: The Influence of Reference Groups on Consumer Connections to Brands,” Journal of Consumer Psychology, 13, 339-348.
Escalas, J. E. (2004a), “Imagine yourself in the product: Mental Simulation, Narrative Transportation, and Persuasion,” Journal of Advertising, 33(2), 37-48.
Escalas, J. E. (2004b), “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, 14(1&2), 168-180.
Fitzsimons, G. M, Chartrand, T. L. and Fitzsimons, G. J. (2008), “Automatic Effects of Brand Exposure on Motivated Behavior: How Apple Makes You "Think Different",” Journal of Consumer Research, 35, 21-35.
Fournier, S. (1998), “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24, 343-373.
Ghemawat, P. (1986), “Sustainable Advantage,” Harvard Business Review, 64(Sep-Oct), 53-58.
Grubb, E. L. and Grathwohl, H. L. (1967), “Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach,” Journal of Marketing, 31(4), 21-27.
Hair, J. F. Jr., Black, W. C., Babin, B. J., Anderson, R. E., and Tatham, R. L. (2006), Multivariate Data Analysis, 6th ed., Prentice-Hall International.
Keller, K. L. and Aaker, D. A. (1997), Managing the Corporate Brand: The Effect of Corporate marketing Activity on Consumer Evaluations of Brand Extensions, Cambridge, MA:Marketing Science Institute.
Keller, K. L. (2003), Building, Measuring, and Managing Brand Equity(2nd ed.), New Jersey, NJ: Prentice Hall.
Kleine, S. S, Kleine Ⅲ, R. E. and Allen, C. T. (1995), “How Is a Possession ‘Me’ or ‘Not Me’? Characterizing Types and an Antecedent of Material Possession Attachment,” Journal of Consumer Research, 22(Dec), 327-343.
Kotler, P. (2003), Marketing management (11th ed.), Upper Saddle River, N.J.: Prentice Hall.
Krugman, H. (1965), “The Impact of Television Advertising: Learning Without Involvement,” Public Opinion Quarterly, 29(Fall), 349-356.
Linville, P. W. (1987), “Self-Complexity as a Cognitive Buffer Against Stress-Related Illness and Depression,” Journal of Personality and Social Psychology, 52, 663-676.
Mael, F. (1988), “Organizational Identification: Construct Redefinition and a Field Application with Organizational Alumni,” Unpublished Doctoral Dissertation, Wayne State University, Detroit.
Mael, F. and Ashforth, B. (1992), “Alumni and Their Alma Mater: A Partial Test of the Reformulated Model of Organizational Identification,” Journal of Organizational Behavior, 13, 103-23.
Markus, H. (1977), “Self-Schemata and Processing Information About The Self,” Journal of Personality and Social Psychology, 35. 63-78.
Markus, H. and Nurius, P. (1986), “Possible Selves,” American Psychologist, 41, 954-969.
Markus, H. and Kunda, Z. (1986), “Stability and Malleability of The Self-Concept,” Journal of Personality and Social Psychology, 51, 585-866.
Markus, H. and Kitayama, S. (1991), “Culture and the Self: Implications for Cognition, Emotion, and Motivation,” Psychological Review, 98 (Apr), 224–253.
Medin, D. L. (1989), “Concepts and Conceptual Structure,” American Psychologist, 44(12), 1469-1481.
Ng, S. and Houston, M. J. (2006), “Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations,” Journal of Consumer Research, 32(Mar), 519–529.
Payne, J. W. and Bettman, J. R. (2004), Walking with the Scarecrow: The Information Processing Approach to Decision Research, In N. Harvey and D. Koehler (Eds.), Blackwell Handbook of Judgment and Decision Making.
Reilly, J. (2000), Charitable Work Sells at a Number of Firms, Marketing News, 11(Sep), 46.
Rosenberg, M. (1979) Conceiving the Self, New York: Books, Inc
Sen, S. and Bhattacharya, C. B. (2001), “Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility,” Journal of Marketing Research, 38(2), 225-243.
Shive, B. and Huber, J. (2000), “The Impact of Anticipating Satisfaction on Consumer Choice,” Journal of Consumer Research, 27(2), 202-216.
Simmons, C. J. and Lynch, Jr. J. G. (1991), “Inference Effects Without Inference Making? Effects of Missing Information on Discounting and Use of Presented Information,” Journal of Consumer Research. 17(Mar), 477-491.
Sirgy, M. J. (1982), “Self Concept in Consumer Behavior: A Critical Review,” Journal of Consumer Research, 9(Dec), 287-300.
Sirgy M. J. (1986), Self-congruity: Toward a Theory of Personality and Cybernetics. New York, NY: Praeger; 1986.
Swaminathan, V, L. Karen, P. and Zeynep, G. (2007), “My Brand or Our Brand: Individual- and Group-Based Brand Relationships and Self-Construal Effects on Brand Evaluations,” Journal of Consumer Research, 34(2), 248-259.
Tajfel, H. and Turner, J. C. (1979). “An Integrative Theory of Intergroup Conflict,” in Austin, William G.; Worchel, Stephen. The Social Psychology of Intergroup Relations. Monterey, CA: Brooks-Cole, 94–109
Tajfel, H. and Turner, J. C. (1985), “The Social Identity Theory of Group Behavior,” in Psychology of Intergroup Relations, 2, Steven Werchel and William G. Austin, eds. Chicago Nelson-Hall, 7-24.
Tajfel, H. (1982), “Social Psychology of Intergroup Relations,” Annual Review of Psychology, 33, 1-39.
Trope, Yaacov and Liberman, Nira (2003), “Temporal Construal,” Psychological Review, 110(3), 403-421.
Underwood, R. L., N. M. Klein and R. Burke (2001), “Packaging Communication: Attentional Effects of Product Imagery,” Journal of Product and Brand Management 10(7), 403-422.
Wallendorf, M. and Arnould, E. J. (1988), “My Favorite Things: A Cross Cultural Inquiry into Object Attachment, Possessiveness, and Social Linkage,” Journal of Consumer Research, 14(Mar), 531-547.
Weigelt, K. and Camerer, C. (1988), “Reputation and Corporate Strategy: A Review of Recent Theory and Applications Strategic” Management Journal, 9, 443–454.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations