Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences
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ORIGINAL ARTICLE
Brand user imagery clarity (BUIC): conceptualization, measurement, and consequences Yi Xie1 · Siqing Peng2 · Daniel P. Hampson1 Revised: 21 November 2019 © Springer Nature Limited 2020
Abstract Brand user imagery is an important aspect of brand association and, consequently, brand equity. Extant conceptualizations emphasize content features of brand user imagery (e.g., convergence and favorability) but neglect the structural element of the concept, namely the clarity of the imagery. The purpose of this paper is to present the concept of brand user imagery clarity (BUIC) as a distinct and salient aspect of brand user imagery. Drawing on the associate network theory of memory, we offer a conceptualization of BUIC and then proceed to empirically validate a BUIC scale using data from 1172 consumers across four surveys and multiple industries. Results demonstrate the reliability of our 5-item BUIC scale. The scale consistently demonstrates convergent validity and discriminant validity (in relation to brand user imagery favorability, brand prestige, brand quality, and brand personality). Assessment of nomological validity identifies premium pricing strategy as a key determinant of BUIC and self-brand connection as an important outcome. This study contributes to branding literature by proposing BUIC as an important structural feature of brand user imagery and developing a reliable BUIC scale. It also contributes to the consumer–brand relationship literature by indicating the significant effect of BUIC on self-brand connection. Keywords Brand user imagery · Brand user imagery clarity · Scale development · Self-brand connection · Associate network theory · Premium pricing
Introduction Brand associations are defined as “anything linked in memory to a brand” (Aaker 1997, p. 61) and can derive from an individual’s consumption experience and/or external sources, such as advertising and word-of-mouth communications (Keller 1993). As a focal component of brand equity, brand associations relate not only to utilitarian and non-utilitarian characteristics of the brand and its product(s), * Yi Xie [email protected]; [email protected] Siqing Peng [email protected] Daniel P. Hampson [email protected] 1
Business School, University of International Business and Economics, No.10, Huixin Dongjie, Chaoyang District, Beijing 100029, China
Guanghua School of Management, Peking University, 100871, No.5 Yiheyuan Road, Haidian District, Beijing, China
2
but also to brand user imagery (i.e., a consumer’s mental representation of the prototypical user of the brand) (Aaker 1997; Keller 1993, 2003, 2016; Park and John 2018). For example, BMW associates with high quality and performance (utilitarian attributes) and also its “typical” user, often thought to be affluent, fashionable, and materialistic (China Daily 2014). Existing literature consistently demonstrates that brand user imagery influences consumers’ purchasing decisions (Aagerup 2010; Escalas and Bettman 2003; Huber et al. 2013). By making mental r
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