Brand Identity and its Effect on Consumer Behaviour
Research question: How brand identity effects consumer behavior?
Article 1: Reed II, A., Forehand, M.R., Puntoni, S. and Warlop, L., 2012. Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), pp.310-321.
The absence of a well consistent definition of identity and a generally accepted principles about the drivers of the identity based behaviour have complicated the comparison all over the literatures. This article has elaborated proposing a simple yet inclusive definition of identity in order to resolve this problem. The author of this article has defined identity as any category label by means of which a customer ally that is compliant to a clear picture if what an individual in that category looks like, feels, does and thinks (Reed II et al. 2012). With the same, on the basis of this, this article has proposed five basic principles which could assist the researchers, model the way of identifying expression and formation and they are- a) identity salience b) identity association c) identity relevance and d) identity verification.
Article 2: Gao, H., Zhang, Y. and Mittal, V., 2017. How Does Local–Global Identity Affect Price Sensitivity?. Journal of Marketing, 81(3), pp.62-79.
The author of this article has proposed that when the local identity of the consumers is accessible, the likelihood of theirs to be price sensitive is less as because of the sacrifice mind-set. They have also demonstrated the mediating part played by a sacrifice mind-set by manipulating and measuring this construct as well as identifying the boundary conditions of the association in between local identity of the consumer and price sensitivity (Gao, Zhang and Mittal 2017). The result of this study show that the customers with local identity displayed lower price sensitivity to the products even when they have an ambiguous origin. Also, the companies who use globalisation strategy could try to activate the local identity of the consumer for making them less price sensitive to their respective brands.
Gao, H., Zhang, Y. and Mittal, V., 2017. How Does Local–Global Identity Affect Price Sensitivity?. Journal of Marketing, 81(3), pp.62-79.
Reed II, A., Forehand, M.R., Puntoni, S. and Warlop, L., 2012. Identity-based consumer behavior. International Journal of Research in Marketing, 29(4), pp.310-321.