Investigating the idiosyncratic nature of brand value

Miller, Karen W. (2007) Investigating the idiosyncratic nature of brand value. Australasian Marketing Journal, 15 (2). pp. 81-96. ISSN 1441-3582

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.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Author retains copyright.
Depositing User: Dr Karen Miller
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 14 May 2008 06:07
Last Modified: 02 Jul 2013 23:00
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
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
Identification Number or DOI: doi: 10.1016/S1441-3582(07)70045-9
URI: http://eprints.usq.edu.au/id/eprint/4050

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