This paper examines the relation between customization and brand. The authors distinguish Combination-based Customization (CbC), which is the combination of product modules provided by the company, and Integration-based Customization (IbC), which is product personalization by means of signs and symbols provided by the customer. The authors propose that customer reactions to CbC and IbC depend on the presence/absence of the brand logo upon the product. Results demonstrate that the presence of a mass brand logo generates higher customer attitude and dispositions toward CbC than IbC. In the absence of a mass brand logo, the opposite pattern holds. However, the advantage of CbC over IbC for branded products disappears when there is high congruence between the self and the brand and when creative brands are considered.
Keywords: Customization, brand, self branding, identity communication.