Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 1308-1332 |
| Number of pages | 27 |
| Journal | Journal of Marketing Management |
| Volume | 32 |
| Issue number | 13-14 |
| Early online date | 20 Apr 2016 |
| DOIs | |
| Publication status | Published - 2016 |
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Bibliographical note
This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 20th April 2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1170720Keywords
- Brand identity
- online self-customisation
- trust
- need for uniqueness
- perceived
- usefulness
- structural equation modelling
Cite this
Brand Identity and Online Self-Customisation Usefulness Perception. / He, Hongwei; Harris, Lloyd C.; Wang, Weiyue; Haider, Kamran.
In: Journal of Marketing Management, Vol. 32, No. 13-14, 2016, p. 1308-1332.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Brand Identity and Online Self-Customisation Usefulness Perception
AU - He, Hongwei
AU - Harris, Lloyd C.
AU - Wang, Weiyue
AU - Haider, Kamran
N1 - This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 20th April 2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1170720
PY - 2016
Y1 - 2016
N2 - Online self-customisation (OSC) enables customers to tailor their preferences to certainproduct features via a brand-hosted online platform. Recent literature has given increasingattention to how consumers value OSC. However, extant research is characterised by ascarcity of understanding the effects of brand identity and individual differences on consumerresponses to OSC. The purpose of this paper is to examine the mediating role of trust and themoderating role of need for uniqueness on the effects of brand identity prestige and brandidentity similarity on consumer perceived usefulness of OSC. A field survey, through mallintercept, was conducted to test this conceptual framework. Our findings advance this fieldby finding that, not only the brand identity and consumer need for uniqueness, but also theinteraction between them may affect consumers’ evaluation of OSC Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 20th April 2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1170720
AB - Online self-customisation (OSC) enables customers to tailor their preferences to certainproduct features via a brand-hosted online platform. Recent literature has given increasingattention to how consumers value OSC. However, extant research is characterised by ascarcity of understanding the effects of brand identity and individual differences on consumerresponses to OSC. The purpose of this paper is to examine the mediating role of trust and themoderating role of need for uniqueness on the effects of brand identity prestige and brandidentity similarity on consumer perceived usefulness of OSC. A field survey, through mallintercept, was conducted to test this conceptual framework. Our findings advance this fieldby finding that, not only the brand identity and consumer need for uniqueness, but also theinteraction between them may affect consumers’ evaluation of OSC Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 20th April 2016, available online: http://www.tandfonline.com/10.1080/0267257X.2016.1170720
KW - Brand identity
KW - online self-customisation
KW - trust
KW - need for uniqueness
KW - perceived
KW - usefulness
KW - structural equation modelling
U2 - 10.1080/0267257X.2016.1170720
DO - 10.1080/0267257X.2016.1170720
M3 - Article
VL - 32
SP - 1308
EP - 1332
JO - Journal of Marketing Management
JF - Journal of Marketing Management
SN - 0267-257X
IS - 13-14
ER -