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A multinational examination of the symbolic–instrumental framework of consumer–brand identification

Author

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  • Son K Lam

    (Terry College of Business, University of Georgia, Athens, USA)

  • Michael Ahearne

    (C T Bauer College of Business, University of Houston, Houston, USA)

  • Niels Schillewaert

    (Vlerick Leuven Gent Management School, Gent, Belgium)

Abstract

The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality on CBI is universal. The interaction among CBI, perceived quality, and uncertainty avoidance orientation in motivating consumers’ identity-sustaining behavior is weak. However, the synergy between CBI and perceived quality in motivating consumers’ identity-promoting behavior is stronger among collectivist consumers. The authors derive a typology of symbolic–instrumental misalignments to help international marketing managers motivate consumers to identify with and promote brands.

Suggested Citation

  • Son K Lam & Michael Ahearne & Niels Schillewaert, 2012. "A multinational examination of the symbolic–instrumental framework of consumer–brand identification," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 306-331, April.
    • Handle: RePEc:pal:jintbs:v:43:y:2012:i:3:p:306-331
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    Cited by:

    1. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    2. Balaji, M.S. & Roy, Sanjit Kumar & Sadeque, Saalem, 2016. "Antecedents and consequences of university brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 3023-3032.
    3. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 3(11), pages 30-44, November.
    4. Jahanmir, Sara F. & Cavadas, Joana, 2018. "Factors affecting late adoption of digital innovations," Journal of Business Research, Elsevier, vol. 88(C), pages 337-343.
    5. Richter, Nicole Franziska & Hauff, Sven, 2022. "Necessary conditions in international business research–Advancing the field with a new perspective on causality and data analysis," Journal of World Business, Elsevier, vol. 57(5).
    6. Oliver Parts, 2013. "The Effects of Cosmopolitanism on Consumer Ethnocentrism, Brand Origin Identification and Foreign Product Purchases," International Journal of Business and Social Research, LAR Center Press, vol. 3(11), pages 30-44, November.
    7. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    8. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    9. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
    10. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    11. Antioco, Michael & Coussement, Kristof & Fletcher-Chen, Chavi Chi-Yun & Prange, Christiane, 2023. "What's in a word? Adopting a linguistic-style analysis of western MNCs’ global press releases," Journal of World Business, Elsevier, vol. 58(2).
    12. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2021. "Uncertainty Avoidance as a Moderating Factor to the Self-Congruity Concept: The Development of a Conceptual Framework," SAGE Open, , vol. 11(1), pages 21582440211, March.
    13. Pornpitakpan, Chanthika & Han, Jie Hui, 2013. "The effect of culture and salespersons’ retail service quality on impulse buying," Australasian marketing journal, Elsevier, vol. 21(2), pages 85-93.
    14. Donvito, Raffaele & Aiello, Gaetano & Grazzini, Laura & Godey, Bruno & Pederzoli, Daniele & Wiedmann, Klaus-Peter & Halliburton, Chris & Chan, Priscilla & Tsuchiya, Junji & Skorobogatykh, Irina Ivanov, 2020. "Does personality congruence explain luxury brand attachment? The results of an international research study," Journal of Business Research, Elsevier, vol. 120(C), pages 462-472.
    15. Xiaochen Shao & Alfredo Jiménez & Jeoung Yul Lee & Vasyl Taras, 2023. "The impact of the perceived value of the sharing economy on consumer usage behavior: evidence from shared mobility in China," Asian Business & Management, Palgrave Macmillan, vol. 22(5), pages 1962-2003, November.
    16. Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    17. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    18. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Balmer, John M.T. & Mahmoud, Rudiana & Chen, Weifeng, 2020. "Impact of multilateral place dimensions on corporate brand attractiveness and identification in higher education: Business school insights," Journal of Business Research, Elsevier, vol. 116(C), pages 628-641.
    20. Su, Lujun & Swanson, Scott R. & Chen, Xiaohong, 2016. "The effects of perceived service quality on repurchase intentions and subjective well-being of Chinese tourists: The mediating role of relationship quality," Tourism Management, Elsevier, vol. 52(C), pages 82-95.
    21. Jeremy S. Wolter & J. Joseph Cronin, 2016. "Re-conceptualizing cognitive and affective customer–company identification: the role of self-motives and different customer-based outcomes," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 397-413, May.
    22. Afonso Vieira, Valter & Wolter, Jeremy S. & Falcão Araujo, Clécio & Saraiva Frio, Ricardo, 2023. "What makes the corporate social responsibility impact on Customer–Company identification stronger? A meta-analysis," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 475-492.
    23. Irina V. Kozlenkova & Ju-Yeon Lee & Diandian Xiang & Robert W. Palmatier, 2021. "Sharing economy: International marketing strategies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1445-1473, October.
    24. Talwar, Shalini & Dhir, Amandeep & Scuotto, Veronica & Kaur, Puneet, 2021. "Barriers and paradoxical recommendation behaviour in online to offline (O2O) services. A convergent mixed-method study," Journal of Business Research, Elsevier, vol. 131(C), pages 25-39.
    25. Liangjuan Qin & Qixing Qu & Li Zhang & Harris Wu, 2022. "Platform trust in C2C e-commerce platform: the sellers’ cultural perspective," Information Technology and Management, Springer, vol. 23(4), pages 233-243, December.

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