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Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion

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  • Krishna, Arunima
  • Kim, Soojin

Abstract

The purpose of this study was to understand the dynamics between customers’ own and perceived brand investment, and the impact of such investment on two relational outcomes, i.e., identification and brand identity fusion. Integrating literature on relationship investmentwith identification scholarship, and drawing on social exchange theory (Emerson, 1976) and social identity theory (Tajfel & Turner, 1985) this study sought to explicate the linkages between brands’ and customers’ relationship investment and identification and brand identity fusion.The results from an online survey (N = 559) revealed that when customers perceive a brand to make economic and social investment into customer-brand relationships, they tend to reciprocate the efforts with similar types of investment. Furthermore, perceived brand social investment and customer extrinsic investment further engender customers’ brandidentification andbrand identity fusion. The results of this study make several contributions to relationship investment and identification literature, andpractical contributions for managers.

Suggested Citation

  • Krishna, Arunima & Kim, Soojin, 2021. "Exploring the dynamics between brand investment, customer investment, brand identification, and brand identity fusion," Journal of Business Research, Elsevier, vol. 137(C), pages 267-277.
    • Handle: RePEc:eee:jbrese:v:137:y:2021:i:c:p:267-277
    DOI: 10.1016/j.jbusres.2021.08.039
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    References listed on IDEAS

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    2. Mullins, Ryan & Swain, Scott & Friend, Scott B., 2023. "How and should firms motivate salesperson effort across a Multi-Brand Portfolio?," Journal of Business Research, Elsevier, vol. 158(C).

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