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Brand identity and online self-customisation usefulness perception

He, H; Harris, LC; Wang, W; Haider, K

Authors

H He

LC Harris

W Wang

K Haider



Abstract

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.

Citation

He, H., Harris, L., Wang, W., & Haider, K. (2016). Brand identity and online self-customisation usefulness perception. Journal of Marketing Management, 32(13-14), 1308-1332. https://doi.org/10.1080/0267257X.2016.1170720

Journal Article Type Article
Acceptance Date Mar 9, 2016
Online Publication Date Apr 20, 2016
Publication Date Apr 20, 2016
Deposit Date Nov 4, 2016
Journal Journal of Marketing Management
Print ISSN 0267-257X
Publisher Routledge
Volume 32
Issue 13-14
Pages 1308-1332
DOI https://doi.org/10.1080/0267257X.2016.1170720
Publisher URL http://dx.doi.org/10.1080/0267257X.2016.1170720


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