Brand identity and online self-customisation usefulness perception

He, H, Harris, LC, Wang, W and Haider, K 2016, 'Brand identity and online self-customisation usefulness perception' , Journal of Marketing Management, 32 (13-14) , pp. 1308-1332.

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Online self-customisation (OSC) enables customers to tailor their preferences to certain product features via a brand-hosted online platform. The recent literature has given increasing attention to how consumers value OSC. However, extant research is characterised by a scarcity of understanding the effects of brand identity and individual differences on consumer responses to OSC. The purpose of this paper is to examine the mediating role of trust and the moderating role of need for uniqueness on the effects of brand identity prestige and brand identity similarity on consumer perceived usefulness of OSC. A field survey, through mall intercept, was conducted to test this conceptual framework. Our findings advance this field by finding that, not only the brand identity and consumer need for uniqueness but also the interaction between them may affect consumers’ evaluation of OSC.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Journal of Marketing Management
Publisher: Taylor & Francis
ISSN: 0267-257X
Depositing User: USIR Admin
Date Deposited: 04 Nov 2016 09:31
Last Modified: 27 Aug 2021 20:33

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