Is That Brand Relevant to Me? Concept, Measurement and Antecedents of Brand Relevance
This research explores the meaning of brand relevance according to consumers and its creation from a branding perspective. Across four studies, it defines brand relevance and its dimensions (utilitarian/symbolic/social/environmental), develops a measurement scale, identifies brand relevance’s antecedents, and validates them through an in-depth analysis of relevant brands’ social media content.
Citation:
Amélie Guèvremont, Fabien Durif, and Cindy Grappe (2020) ,"Is That Brand Relevant to Me? Concept, Measurement and Antecedents of Brand Relevance", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1240-1240.
Authors
Amélie Guèvremont, École des Sciences de la Gestion, UQAM
Fabien Durif, École des Sciences de la Gestion, Université du Québec à Montréal
Cindy Grappe, Écoles des Sciences de la Gestion, Université du Québec à Montréal
Volume
NA - Advances in Consumer Research Volume 48 | 2020
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