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The effect of value network integration on evaluations of modern, classic and retro brands
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The effect of value network integration on evaluations of modern, classic and retro brands
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Dissertation
The effect of value network integration on evaluations of modern, classic and retro brands
2010
Overview
This dissertation fills an important gap in the consumer value and brand literature by demonstrating that value network integration (defined as the perceived overlap between two value networks—modernism and conventionalism) might have important effects on consumers’ evaluations of modern, classic and retro brands. In essence, it is an investigation into how consumers respond to different styles of brands (modern, classic and retro) depending on their value network integration (VNI) levels. Bringing together various streams of relevant research and highlighting gaps in the literature, the first essay presents a theoretical framework for studying modern, classic and retro brands and outlines future directions for consumer researchers. In particular, drawing from the modernization, brand and value literature, this paper discusses the role of an individual difference variable (VNI) as well as situational variables (environmental cues and regulatory focus) in explaining variations in evaluations of modern, classic and retro brands. Second essay is an empirical test of the proposed framework. More specifically, it shows that when low VNI consumers are exposed to modernism and conventionalism cues, they react to these cues and act in a cue-incongruent way. In contrast, high VNI consumers assimilate to these cues and act in a cue-congruent way. The interaction effect between level of VNI and environmental cues determines the consumer’s choice of classic or modern brands. Drawing from identity fragmentation literature, this essay also proposes that the level of VNI affects evaluations of retro brands: High VNI consumers rate retro brands more positively than do low VNI consumers. Moreover, the type of regulatory focus also influences such evaluations: While a focus on promotion results in more favorable evaluations of retro brands by consumers, a focus on prevention leads to less favorable evaluations of retro brands. This effect is explained by the cognitive mechanism underlying regulatory focus. The contribution of this research to consumer value theory and brand research is discussed and possible managerial implications for market segmentation, product positioning and ad framing are suggested.
