It Is My Brand: Development and Validation of a Brand Ownership Measure

Brand research has developed many constructs to depict different forms of relationships between consumers and brands. However, a scale for measuring consumers’ feelings of ownership towards brands has not yet been developed. Through four studies, we develop a scale of brand ownership and show that brand ownership affects consumer behaviors.



Citation:

Hua Chang, Hyokjin Kwak, and Lingling Zhang (2015) ,"It Is My Brand: Development and Validation of a Brand Ownership Measure", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 319-319.

Authors

Hua Chang, Philadelphia University
Hyokjin Kwak, Drexel University
Lingling Zhang, Towson University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA

Read More

Featured

Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products

Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China

Read More

Featured

P6. Marginal Cost Consideration

Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.