Analysing brand status' impact on brand value

Abstract

[Abstract]: All brands have status and status has an impact; yet little attention has been paid to the impact of brand status on consumer brand assessments, this study addresses this limitation. This study investigated perceived brand status’ impact on overall brand value across two product categories, finding that perceived brand status’ impact was stronger on overall brand value when the status of the brand matched the consumer’s overall self-concept. In the sport shoe category, for both brands, brand status had a stronger impact on brand-aroused feelings than for the mobile phone brands. Across both product categories, the impact of brand status on brand value was stronger for the lower-perceived status brands than for the higher-perceived status brands; the importance of this for brand managers is that targeting the self-concept of status seeking consumers may help lower-perceived status brands increase overall brand value.