Functional brand qualities and perceived value: The mediating role of brand experience and brand personality
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10316/93269 https://doi.org/10.1002/mar.21279 |
Resumo: | Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management. |
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Functional brand qualities and perceived value: The mediating role of brand experience and brand personalityBrand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management.2019-10-31info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10316/93269http://hdl.handle.net/10316/93269https://doi.org/10.1002/mar.21279enghttps://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21279Coelho, Filipe Jorge FernandesBairrada, Cristela MaiaCoelho, Arnaldo Fernandes de Matosinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2022-05-25T06:44:13Zoai:estudogeral.uc.pt:10316/93269Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T21:12:11.209010Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
title |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
spellingShingle |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality Coelho, Filipe Jorge Fernandes |
title_short |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
title_full |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
title_fullStr |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
title_full_unstemmed |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
title_sort |
Functional brand qualities and perceived value: The mediating role of brand experience and brand personality |
author |
Coelho, Filipe Jorge Fernandes |
author_facet |
Coelho, Filipe Jorge Fernandes Bairrada, Cristela Maia Coelho, Arnaldo Fernandes de Matos |
author_role |
author |
author2 |
Bairrada, Cristela Maia Coelho, Arnaldo Fernandes de Matos |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Coelho, Filipe Jorge Fernandes Bairrada, Cristela Maia Coelho, Arnaldo Fernandes de Matos |
description |
Brand experience and brand personality have become two important theoretical constructs in the branding literature. However, research on the antecedents of these two constructs has been focused on intangible brand characteristics and qualities, underestimating the role of functional features. This study aims to overcome this gap by postulating that two key functional brand qualities, quality and innovativeness, help shape brand experience and personality, which, we ultimately predict, contribute to perceived value. Investments in quality and innovation have grown substantially, but how they materialize in benefits for customers and firms remains unclear. Accordingly, this study provides insights into how firms can engender the characteristics of their offer to build brands that are perceived by consumers as generating a valued brand experience and personality. The results from two samples provide broad support to the proposed model. Both brand quality and innovativeness contribute to brand experience and personality. Moreover, we observe that both brand experience and personality relate to perceived value. Finally, we also determined that brand personality and experience partially mediate the relationship between brand innovativeness and quality and perceived value. Hence, these results provide relevant implications for both theory and the practice of brand management. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-10-31 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10316/93269 http://hdl.handle.net/10316/93269 https://doi.org/10.1002/mar.21279 |
url |
http://hdl.handle.net/10316/93269 https://doi.org/10.1002/mar.21279 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.21279 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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