The Role of Perceived Quality and Customer Self-Incongruence on Customer-Brand Disidentification

• Jose L. Saavedra Torres ; Ashok Bhattarai ^[1] ; Monika Rawal ^[2] ; Bhaskar Upadhyaya Subedi ^[3]
  1. [1] Midwestern State University

     Midwestern State University

     Estados Unidos

     
  2. [2] Millsaps College

     Millsaps College

     Estados Unidos

     
  3. [3] Southern Illinois University Carbondale

  Mostrar afiliaciones +
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 23, Nº 2, 2023, págs. 37-50
• Idioma: inglés
• DOI: 10.5295/cdg.221836js
• Títulos paralelos:
  • El Rol de la Calidad Percibida y la Auto-Incongruencia del Consumidor en la Desidentificación Consumidor-Marca
• Enlaces
  • Texto completo
• Resumen
  • español

    Investigaciones previas sobre las relaciones consumidor-marca han encontrado que la desidentificación es una de las razones por las que los consumidores se vuelven contra las marcas; sin embargo, los antecedentes de la desidentificación de marca no están claros. Basándose en la teoría del equilibrio, esta investigación argumenta que la auto-incongruencia y las emociones positivas/negativas hacia la marca provocan la desidentificación de la marca.

    Tomando una muestra de 292 observaciones y utilizando un modelo de ecuaciones estructurales, se encontró que la auto-incongruencia es el principal impulsor de la Desidentificación Consumidor-Marca. Igualmente, se encontró que la calidad percibida influye en la Desidentificación Consumidor-Marca en el nivel más bajo de auto-incongruencia. Los resultados obtenidos de este estudio evidencian que la Desidentificación Consumidor-Marca no está relacionado a un evento en particular, sino que es un proceso continuo de desconexión con la marca donde también intervienen emociones positivas.

  • English

    Previous research in customer-brand relationships has found brand disidentification as one of the reasons for customers turning against brands. However, there is not much clarity on the antecedents of brand disidentification.

    Aligning with the balance theory, this research argues that self-incongruence and positive/negative emotions with the brand are related to brand disidentification. Taking the sample of 292 observations and using structural equation modeling (SEM), it was found that self-incongruence is the main driver of customer-brand disidentification (CBD). Similarly, perceived quality was found to be related to CBD for low level of self-incongruence. Based on our survey prompt, which asked respondents to consider brands that they have previously purchased and utilized but no longer use because they no longer align with their current identity, our data analysis suggests that the process of CBD occurs over time. Additionally, we find that CBD is not only associated with negative emotions but also encompasses positive emotions.

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