Publication

Rekrutering and selectie: huidige trends en uitdagingen voor morgen

Buyens, Dirk
De Schamphelaere, Veroniek
Verbrigghe, Jasmijn
Verhaeghe, Sarah
Citations
Altmetric:
Publication Type
Editor
Supervisor
Publication Year
2012
Journal
Book
Publication Volume
Publication Issue
Publication Begin page
Publication End page
Publication Number of pages
Collections
Abstract
The authors propose a symbolic–instrumental interactive framework of consumer–brand identification (CBI) and explore its predictiveness across 15 countries. Using multinational data, they show that the negative impact of the misalignment between self–brand congruity and perceived quality on CBI is universal. The interaction among CBI, perceived quality, and uncertainty avoidance orientation in motivating consumers’ identity-sustaining behavior is weak. However, the synergy between CBI and perceived quality in motivating consumers’ identity-promoting behavior is stronger among collectivist consumers. The authors derive a typology of symbolic–instrumental misalignments to help international marketing managers motivate consumers to identify with and promote brands.
Research Projects
Organizational Units
Journal Issue
Keywords
Citation
Knowledge Domain/Industry
DOI
Other links
Embedded videos