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Customer relationship building: The role of brand attractiveness and consumer–brand identification

Elbedweihy, Alaa M.; Jayawardhena, Chanaka; Elsharnouby, Mohamed H.; Elsharnouby, Tamer H.

Authors

Alaa M. Elbedweihy

Mohamed H. Elsharnouby

Tamer H. Elsharnouby

Abstract

Building enduring relationships with consumers is a key marketing objective for most firms, but how can they develop such relationships? Drawing on social identity and self-verification theories, this research postulates that value congruence and customer-to-customer similarity drives consumer–brand identification directly and indirectly through brand attractiveness, which in turn paves the way for the development of deep relationships with brands (captured through brand loyalty and resilience to negative information). The findings show that (1) brand identification extends to both private and public consumption settings, but the respective drivers of identification markedly differ; (2) the similarity–attraction paradigm helps explain why consumers are attracted to some brands and not others; (3) identified consumers tend to ignore negative information they receive about the brand. Findings suggest that managers should identify the salient determinants for enhancing identification and create the highest possible congruence between the values of the target market and the brand.

Journal Article Type Article
Publication Date 2016-08
Journal Journal of Business Research
Print ISSN 0148-2963
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 69
Issue 8
Pages 2901-2910
Institution Citation Elbedweihy, A. M., Jayawardhena, C., Elsharnouby, M. H., & Elsharnouby, T. H. (2016). Customer relationship building: The role of brand attractiveness and consumer–brand identification. Journal of business research, 69(8), 2901-2910. https://doi.org/10.1016/j.jbusres.2015.12.059
DOI https://doi.org/10.1016/j.jbusres.2015.12.059
Keywords Identification; Social identity theory; Value congruence; Customer similarity; Brand loyalty; Consumer behavior
Publisher URL https://www.sciencedirect.com/science/article/pii/S0148296315007006?via%3Dihub
Additional Information This article is maintained by: Elsevier; Article Title: Customer relationship building: The role of brand attractiveness and consumer–brand identification; Journal Title: Journal of Business Research; CrossRef DOI link to publisher maintained version: https://doi.org/10.1016/j.jbusres.2015.12.059; Content Type: article; Copyright: © 2016 Elsevier Inc. All rights reserved.