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



Share Proceeding

Featured papers

See More

Featured

Flavor Fatigue: How Cognitive Depletion Reduces Enjoyment of Complex Flavors

Rhonda Hadi, Oxford University, UK
Dan Rubin, St. John’s University
Diogo Hildebrand, Baruch College, USA
Thomas Kramer, University of California Riverside, USA

Read More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

Read More

Featured

E13. Rooting for Rocky or Apollo? Underdog Narratives and Crowdfunding Success

Hua (Meg) Meng, Longwood University, USA
César Zamudio, Kent State University, USA
Yiru Wang, Kent State University, 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.