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Identification and Aftermarket Personalization with Durable Goods
Author(s) -
Donavan D. Todd,
Janda Swinder,
Maxham James G.
Publication year - 2015
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20804
Subject(s) - optimal distinctiveness theory , prestige , personalization , identification (biology) , marketing , perception , advertising , psychology , affect (linguistics) , identity (music) , durable good , brand identity , business , social psychology , economics , microeconomics , aesthetics , linguistics , philosophy , botany , communication , neuroscience , biology
Blending elements of the heuristic–systematic model and social identity theory, the authors extend theory by exploring the role of intimacy as a key boundary condition for identification (ID). Specifically, this research illustrates how intimacy affects the relationship between brand characteristics (prestige and distinctiveness) and ID. Further, the authors explore the relationship between ID and aftermarket spending on accessories. In a consumer durables setting, the authors conducted a field study with 1,193 consumers and matched customer perceptions with their actual retail spending on aftermarket goods. The results suggest that an individual's intimacy with a brand may affect how prestige and distinctiveness shape their ID. In addition, results show that the relationship between ID and customer aftermarket spending is moderated by a customer's level of satisfaction. Managerial implications of the findings are also outlined.