The missing link in building customer brand identification: The role of brand attractiveness

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• 作者：Kevin Kam Fung So^a ; ^{kevinso@hrsm.sc.edu}Author Vitae ; Ceridwyn King^bAuthor Vitae ; Simon Hudson^aAuthor Vitae ; Fang Meng^aAuthor Vitae
• 关键词：Customer brand identification ; Brand identity ; Brand attractiveness ; Brand prestige ; Brand distinctiveness ; Brand social benefits ; Brand management ; Airline
• 刊名：Tourism Management
• 出版年：2017
• 出版时间：April 2017
• 年：2017
• 卷：59
• 期：Complete
• 页码：640-651
• 全文大小：712 K
• 卷排序：59

文摘

Investigates the role of brand attractiveness in building customer brand identification (CBI). Examines a model that includes traditional brand identity building blocks and brand encounter factors. Brand prestige, brand distinctiveness, and memorable brand experiences affect CBI indirectly through brand attractiveness. The inclusion of brand attractiveness generates results challenging prior research findings on the formation of CBI. This study advances theoretical and practical understanding of driving CBI.