Antecedents of consumer-brand identification in terms of belonging brands

Büyükdağ, Naci and Olgun Kitapci

Journal of Retailing and Consumer Services, 2021, vol. 59, issue C

Abstract: This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.

Keywords: Consumer-brand identification; Brand self-congruity; Brand-lifestyle congruence; Brand identity; Memorable brand experience; Consumer value (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:59:y:2021:i:c:s0969698920314272

DOI: 10.1016/j.jretconser.2020.102420

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