Analysing brand status' impact on brand value

Miller, Karen (2007) Analysing brand status' impact on brand value. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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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.

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Item Type:	Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed:	Yes
Item Status:	Live Archive
Additional Information:	Authors retain copyright.
Faculty / Department / School:	Historic - Faculty of Business - School of Management and Marketing
Date Deposited:	17 Jan 2008 05:03
Last Modified:	02 Jul 2013 22:56
Uncontrolled Keywords:	branding; consumer self-concept; brand status; brand value; athletic footwear; mobile phones; SEM
Fields of Research :	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
URI:	http://eprints.usq.edu.au/id/eprint/3746

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