IDEAS home Printed from https://ideas.repec.org/a/eee/joinma/v25y2011i3p169-177.html
   My bibliography  Save this article

Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time

Author

Listed:
  • Sääksjärvi, Maria
  • Samiee, Saeed

Abstract

This study examines the relationships among brand identity, brand image, and brand preference in the context of cyber (pure online) and offline-based extension (traditional brick-and-mortar to online) retail brands over time. We test a conceptual model with survey data gathered over three time periods. Our results show that offline-based extension brands have an advantage over cyber brands when it comes to translating a brand identity into a successful brand image, especially in the early Internet stages (i.e., introduction and elaboration stages). Offline-based extension brands gain positive spillover effects from their offline-based counterparts, but such effects take time, and are not evident in the early Internet stage. Both types of brands have to work hard in the introductory stage to create a successful brand image that manifests into consumer preference for the brand. With regards to Internet use, we found that cyber brands have a slight disadvantage when moving from the elaboration stage to the fortification stage.

Suggested Citation

  • Sääksjärvi, Maria & Samiee, Saeed, 2011. "Relationships among Brand Identity, Brand Image and Brand Preference: Differences between Cyber and Extension Retail Brands over Time," Journal of Interactive Marketing, Elsevier, vol. 25(3), pages 169-177.
    • Handle: RePEc:eee:joinma:v:25:y:2011:i:3:p:169-177
    DOI: 10.1016/j.intmar.2011.04.002
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1094996811000314
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.intmar.2011.04.002?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    2. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Blog mentions

    As found by EconAcademics.org, the blog aggregator for Economics research:
    1. Black women prefer hair products marketed with them in mind
      by ? in DJG Blogger on 2020-02-28 14:10:45

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yanhui Mao & Yao Lai & Yuwei Luo & Shan Liu & Yixin Du & Jing Zhou & Jianhong Ma & Flavia Bonaiuto & Marino Bonaiuto, 2020. "Apple or Huawei: Understanding Flow, Brand Image, Brand Identity, Brand Personality and Purchase Intention of Smartphone," Sustainability, MDPI, vol. 12(8), pages 1-22, April.
    2. Miao Li & Ying Hua & Junxuan Zhu, 2021. "From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    3. Osama Bin Ahsan, 2019. "Dimensions Of Brand Communication, Brand Image And Brand Trust As Antecedents Of Brand Loyalty," Journal of Marketing and Logistics (JML), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 2, pages 31-49, January.
    4. 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).
    5. Prerna Garg & Anoop Pandey, 2023. "Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents," Business Perspectives and Research, , vol. 11(1), pages 11-27, January.
    6. Fazal ur Rehman & Basheer M. Al-Ghazali, 2022. "Evaluating the Influence of Social Advertising, Individual Factors, and Brand Image on the Buying Behavior toward Fashion Clothing Brands," SAGE Open, , vol. 12(1), pages 21582440221, March.
    7. Claudio Bellia & Pietro Columba & Marzia Ingrassia, 2022. "The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study," Agriculture, MDPI, vol. 12(6), pages 1-32, June.
    8. Wai Han Lo & Ka Lun Benjamin Cheng, 2020. "Does virtual reality attract visitors? The mediating effect of presence on consumer response in virtual reality tourism advertising," Information Technology & Tourism, Springer, vol. 22(4), pages 537-562, December.
    9. Curina, Ilaria & Francioni, Barbara & Hegner, Sabrina M. & Cioppi, Marco, 2020. "Brand hate and non-repurchase intention: A service context perspective in a cross-channel setting," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    10. Hayriye Sengun & Adnan Kara, 2021. "Cittaslow: Umbrella branding for Turkish cities," Upravlenets, Ural State University of Economics, vol. 12(3), pages 81-90, July.
    11. Sulhaini Sulhaini & Rinuastuti Baiq Handayani & Sakti Dwi Putra Buana, 2019. "The halo effect of foreign brands on the misclassification of local brands," Management & Marketing, Sciendo, vol. 14(4), pages 357-371, December.
    12. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Garaus, Marion & Hudáková, Melánia, 2022. "The impact of the COVID-19 pandemic on tourists’ air travel intentions: The role of perceived health risk and trust in the airline," Journal of Air Transport Management, Elsevier, vol. 103(C).
    2. Jong-Woo Jun & Jun-Hyuk Cho & Ji-Hoon Lee, 2021. "Why Do Koreans Love Ethnic Players in the MLB? A Focus on Ethnic Identity and Player Identification," Sustainability, MDPI, vol. 13(23), pages 1-10, November.
    3. Septianto, Felix & Ye, Sheng & Northey, Gavin, 2021. "The effectiveness of advertising images in promoting experiential offerings: An emotional response approach," Journal of Business Research, Elsevier, vol. 122(C), pages 344-352.
    4. Wang, Jessie J. & Lalwani, Ashok K. & DelVecchio, Devon, 2022. "The Impact of Power Distance Belief on Consumers' Brand Preferences," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 804-823.
    5. Frauke Sander & Ulrich Föhl & Nadine Walter & Vera Demmer, 2021. "Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 429-445, July.
    6. Muhammad Abdullah Khan & Usman Ghani & Sadia Aziz, 2019. "Impact of Islamic Religiosity on Consumers’ Attitudes towards Islamic and Conventional ways of Advertisements, Attitude towards Brands and Purchase Intentions," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 1-30, March.
    7. Frank Germann & Gary L. Lilien & Christine Moorman & Lars Fiedler & Till Groβmaβ, 2020. "Driving Customer Analytics From the Top," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 7(3), pages 43-61, October.
    8. Lee, Seunghwan & Kim, Yukyoum & Heere, Bob, 2018. "Sport team emotion: Conceptualization, scale development and validation," Sport Management Review, Elsevier, vol. 21(4), pages 363-376.
    9. 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).
    10. Chaudhuri, Arjun & Ligas, Mark, 2009. "Consequences of Value in Retail Markets," Journal of Retailing, Elsevier, vol. 85(3), pages 406-419.
    11. Kristina Ročkutė & Inga Minelgaitė & Ligita Zailskaitė-Jakštė & Robertas Damaševičius, 2018. "Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency," Sustainability, MDPI, vol. 10(3), pages 1-13, March.
    12. María del Mar García‐De los Salmones & Andrea Perez, 2018. "Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(2), pages 194-208, March.
    13. Soumya Sarkar & Titas Bhattacharjee, 2017. "Impact of Voluntary Disclosures on Corporate Brand Equity," Corporate Reputation Review, Palgrave Macmillan, vol. 20(2), pages 125-136, May.
    14. Shan, Minghui & Zhu, Zhenzhong & Song, Chunlei & Chen, Haipeng (Allan), 2023. "The effectiveness of advertising appeals: A culturally-derived power perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Yunju Kim & Heejun Lee, 2021. "Motivation and Reuse: How Does Motivation Affect Sustainable Use Intention for Brand Webtoons?," Sustainability, MDPI, vol. 13(4), pages 1-13, February.
    16. Coulter, Keith S. & Punj, Girish, 1999. "Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand," Journal of Business Research, Elsevier, vol. 45(1), pages 47-58, May.
    17. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    18. Yuan, Chunlin & Zhang, Chenlei & Wang, Shuman, 2022. "Social anxiety as a moderator in consumer willingness to accept AI assistants based on utilitarian and hedonic values," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Eichhorn, Christoph & Sahm, Marco, 2010. "Why were FIFA World Cup tickets so cheap? Monopoly pricing, demand quality and two-sided markets," Journal of Economic Psychology, Elsevier, vol. 31(2), pages 212-217, April.
    20. Bacile, Todd J. & Ye, Christine & Swilley, Esther, 2014. "From Firm-Controlled to Consumer-Contributed: Consumer Co-Production of Personal Media Marketing Communication," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 117-133.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joinma:v:25:y:2011:i:3:p:169-177. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-interactive-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.