Social capital and consumer happiness: toward an alternative explanation of consumer-brand identification

Masayuki Yoshida (), Brian S. Gordon () and Jeffrey D. James ()
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Masayuki Yoshida: Hosei University
Brian S. Gordon: University of Kansas
Jeffrey D. James: Florida State University

Journal of Brand Management, 2021, vol. 28, issue 5, No 2, 494 pages

Abstract: Abstract The purposes of this study are to integrate organizational social capital theory and consumer happiness in a prior brand identification model and test the antecedents and consequences of consumer-brand identification over time. In the context of professional football, we collected data from 374 panel registrants of an online research service firm throughout a season. The results indicated consumer-brand identification was impacted to a greater extent by two social capital factors: (1) social interaction ties and (2) shared vision, than by brand prestige and brand distinctiveness. Both social interaction ties and consumer-brand identification were also predictive of future behavioral loyalty and purchase frequency. Further, our moderation analysis revealed the impact of consumer-brand identification on behavioral loyalty was contingent on consumer happiness. The proposed framework and results reinforce the importance of consumer-to-consumer social capital and consumer happiness and add new insights into the dynamics of consumer-brand identification, consumer happiness, and enduring consumer loyalty.

Keywords: Social capital; Consumer happiness; Consumer-brand identification; Organizational identification; Consumer loyalty (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (7)

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DOI: 10.1057/s41262-021-00240-y

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