The effects of brand identity on brand performance in the service sector

Casidy, Riza and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 and Wymer, Walter (2019) The effects of brand identity on brand performance in the service sector. Journal of Strategic Marketing, 27 (8). pp. 651-665. ISSN 0965-254X


Abstract

This paper investigates the mechanisms through which brand identity affects brand performance. The study proposes that brand identity influences brand preference and affective brand identification which in turn drive desirable performance outcomes such as willingness-to-pay premium price and share of wallet. The investigation was undertaken with 376 US respondents recruited via Amazon’s Mechanical Turk platform. Structural equation modeling was employed to test the research hypotheses. The analysis found that brand identity has indirect effects on willingness-to-pay premium price through brand preference and affective brand identification. Further, the mediating effect of brand identification is enhanced when customers have had a strong, memorable experience with the service brand. This research provides empirical evidence of the mechanisms through which brand identity affects brand performance outcomes and the moderating role of memorable experiences in consumer-brand relationships.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 10 Aug 2022 23:45
Last Modified: 11 Aug 2022 00:58
Uncontrolled Keywords: brand identification; Brand identity; brand preference; memorable experience; willingness-to-pay premium
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Identification Number or DOI: https://doi.org/10.1080/0965254X.2018.1464050
URI: http://eprints.usq.edu.au/id/eprint/49874

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