Consumers’ brand identity complexity: conceptualization and predictive ability
本研究整合社会认同复杂性与品牌象征理论，提出品牌身份复杂性（BIC）概念，并通过三个实验证明BIC能预测消费者对新品牌和品牌延伸的采纳行为，对营销者理解目标消费者有效品牌诉求有实用价值。
Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of internal differentiation of the personal self, BIC focuses on the degree of complexity in the social self and is defined as a consumer’s subjective representation and psychological state of belongingness to multiple identity-constructing brand ingroups. BIC impacts the adoption of new brands as they relate to the social self. Design/methodology/approach Three experiments were performed to test BIC’s predictive power. Study 1 measures BIC and tests its influence on the adoption of new brands positioned as unique. Study 2 manipulates BIC through priming and tests its influence on the adoption of new brands that appeal to independence. Study 3 also manipulates BIC and examines its influence on the adoption of brand extensions. Findings Study 1 demonstrates that high BIC consumers are more likely to adopt a new brand that appeals to a unique social self. Study 2 shows that high BIC individuals are more likely to adopt a new brand that appeals to an independent self. Study 3 shows that high BIC consumers are more likely to adopt a brand extension with a low fit to the parent category. All three studies offer evidence of the mediating role of identity-driven payoffs. Research limitations/implications The findings suggest that individuals perceive their multiple brand ingroups to be more or less complex. This outcome merges the social identity theory with consumer–brand relationship research and adds to an emerging stream of research that explores personal, situational and cultural differences in the social self and its relation to commercial offers. Practical implications Marketers can benefit from the findings by better understanding which brand appeals will be more effective with target consumers and under what conditions. Originality/value This research develops a conceptual framework for understanding the development of brand ingroup-based identity complexity.