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 MoreFeatured
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
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
Featured
P6. Marginal Cost Consideration
Ethan Pew, Stony Brook University
Hyunhwan Lee, University of Miami, USA