Micro-meso-macro framework: a three-layered approach to understand brand pride

Abstract

Purpose This study aims to develop a micro-meso-macro framework of brand pride to understand brand pride, its forms, characteristics and the interdependence of this construct, in a comprehensive manner. Design/methodology/approach Literature in brand pride has been systematically extracted, analysed and evaluated, to propose an integrated framework which presents a holistic view of brand pride. Findings At the micro level, brand pride is associated with owning individual level characteristics such as personality, culture, values, beliefs and motivation action and behaviour of the individual; at the meso level, brand pride is associated with characteristics at brand level, actions and behaviour such as brand personality, brand value and image. At the macro level, brand pride is associated with brand interactive characteristics, actions and behaviour, at a broader network of systems and environment such as brand responsible behaviour and brand’s adaptability in creating a robust network in uncertainty. Originality/value This paper identifies brand pride as a useful connecting point between brands and the surrounding environment, to achieve a more sustainable branding practice. Although previous researchers explored its effects on brand loyalty in various contexts, a comprehensive, holistic model for enhancing brand pride, suitable for application at various situations and various levels, was missing. This research fills this gap through a unique contribution by proposing a micro-meso-macro framework, which is a three-layered approach to brand pride.