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Dissertation
Brand ownership
Doctor of Philosophy (Ph.D.), Drexel University
May 2014
DOI:
https://doi.org/10.17918/etd-7014
Abstract
Brand research has developed many constructs and measurements that depict different forms of relationships between consumers and brands. However, a conceptualization and scale for measuring consumers' feelings of ownership towards brands has not yet been developed. Building on psychology of ownership and endowment effect literature, I develop a measure of brand ownership and conceptualize it as a psychological state in which people feel possessive of a brand and as if they have control over the brand. Using both qualitative and quantitative research methods, this research demonstrates that brand ownership is a reliable and valid measure and distinct from existing brand constructs. Specifically, through six studies, I show that (1) consumers can develop feelings of ownership towards a brand, (2) brand ownership is a multi-dimensional construct comprised of four dimensions: possessiveness, belongingness, accountability, and dependability, (3) a measure of brand ownership is developed through exploratory and confirmatory factor analysis, (4) brand ownership is a valid and reliable measure through validity and reliability tests, and (5) brand ownership mediates the relationship between self-brand connection and brand loyalty and purchase intention.
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Details
- Title
- Brand ownership
- Creators
- Hua Chang - DU
- Contributors
- Hyokjin Kwak (Advisor) - Drexel University (1970-)
- Awarding Institution
- Drexel University
- Degree Awarded
- Doctor of Philosophy (Ph.D.)
- Publisher
- Drexel University; Philadelphia, Pennsylvania
- Number of pages
- viii, 84 pages
- Resource Type
- Dissertation
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business; General Business; Drexel University
- Other Identifier
- 7014; 991014632080304721