EconPapers    
Economics at your fingertips  
 

Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions

Pedro Torres, Mário Augusto and Pedro Godinho ()

Journal of Business Research, 2017, vol. 79, issue C, 52-65

Abstract: The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase intentions, no combination of conditions is sufficient to achieve these outcomes; (2) affective drivers have more importance than cognitive drivers for obtaining high CBI; (3) the configuration solutions for high CBI include at least two antecedents; (4) high CBI is a sufficient but not necessary condition for high Rep; (5) high Rep can also be achieved if brand-self similarity and brand identity occur; and (6) memorable brand experiences alone may be enough to obtain high Rep.

Keywords: Consumer-brand identification; Repurchase intent; Memorable brand experiences; Brand identity; Brand social benefits; Brand-self similarity (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296317301844
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:79:y:2017:i:c:p:52-65

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Dana Niculescu ().

 
Page updated 2019-04-20
Handle: RePEc:eee:jbrese:v:79:y:2017:i:c:p:52-65