Brand Iconicity: a Shared Reality Perspective

Carlos Torelli, University of Minnesota, USA
Chi-yue Chiu, University of Illinois at Urbana-Champaign, USA
Hean Tat Keh, Peking University, China
Nelson Amaral , University of Minnesota, USA
This research establishes brand iconicity as an important construct to better understand the cultural significance and identity value of brands. We define brand iconicity as the degree to which a brand symbolizes the values, needs, and aspirations of the members of a particular cultural group. High-iconicity brands have the power to connect diverse elements of cultural knowledge and can act as reminders of culturally-relevant values. In five studies, we developed a reliable and valid measure of brand iconicity, and also showed how consumers use iconic brands to manage their social identity and use social information to make brand iconicity judgments.
[ to cite ]:
Carlos Torelli, Chi-yue Chiu, Hean Tat Keh, and Nelson Amaral (2009) ,"Brand Iconicity: a Shared Reality Perspective", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 108-111.