Miller, Karen W. (2007) Investigating the idiosyncratic nature of brand value. Australasian Marketing Journal, 15 (2). pp. 81-96. ISSN 1441-3582
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Official URL: http://www.anzmac.org/amj
Identification Number or DOI: doi: 10.1016/S1441-3582(07)70045-9
Abstract
This study investigated the idiosyncratic nature of brand value by examining customer brand assessments of how well a brand matches the self-concept, how significant a brand is in a customer's life, favourable attitudes toward a brand, their relationships and their influence on overall brand value. Drawing from a sample of 210 generation Y (18-25 year old) wearers of athletic footwear in Australia it was found that brand fit indirectly influences overall brand value through brand significance and brand attitudes. The influence of brand significance on brand value has found to be stronger for the market leader than that of the market follower.
| Item Type: | Article (Commonwealth Reporting Category C) |
|---|---|
| Additional Information: | Author retains copyright. |
| Uncontrolled Keywords: | customer value; idiosyncratic brand assessments; brand value; structural equation modelling, partial least squares analysis |
| Fields of Research (FOR2008): | 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory |
| Subjects: | 350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research |
| Socio-Economic Objective (SEO2008): | E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services |
| ID Code: | 4050 |
| Deposited By: | |
| Deposited On: | 14 May 2008 16:07 |
| Last Modified: | 22 Aug 2012 11:43 |
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