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

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.

Improving consumers’ willingness to pay using social media activities

“…In this context, the consumers' identification with the bank is strongly related with their identification with the bank's corporate brand, therefore much of the literature on corporate brand also applies (e.g., Keller, 2009;Vernuccio, 2014). To enhance CBI, the literature advocates that brands should promote opportunities for socialisation among consumers that can enable positive emotional links between the consumer and the brand (Torres et al, 2017). Thus, as suggested in a Deloitte report (2013b), banks should build a social banking businesses to stay competitive and differentiate themselves.…”

“…The literature established that brand social benefits lead to CBI (e.g., Stokburger-Sauer et al, 2012;Torres et al, 2017), and SMME can influence the extent to which consumers feel that their interactions with a brand help them connect socially. Furthermore, SMME also enhances customers' perception of the brand's reflection on consumers' inner self (Algharabat, 2017).…”

“…Nevertheless, other paths not considered in this study may lead to the same outcome, meaning that it is not a necessary condition. For instance, previous research found suitable paths to obtain CBI without implying the presence of social media marketing activities (e.g., Torres et al, 2017). Therefore, although SMME and eWOM could lead to CBI, due to the recognized importance of social media marketing, they are not assumed to be necessary to achieve CBI.…”

The dark side of salesperson brand identification in the luxury sector: When brand orientation generates management issues and negative customer perception

“…In the luxury sector, salesperson brand identification is also perceived as a positive characteristic allowing the appropriation of meaning by the consumer (Cervellon & Coudriet 2013). Since salesperson brand identification occurs mainly with brands associated with prestige, uniqueness, social benefits and memorable positive brand experiences generating emotional associations (Stokburger-Sauer, Ratneshwar, & Sen, 2012;Torres, Augusto & Godinho, 2017), the luxury sector is particularly involved in managing salespeople with brand identification. Nowadays, luxury salesperson management is defined according to brand orientation (Merk, 2014) and encourages salesperson brand identification to ensure the proper match between brand and salesperson values.…”

An Empirical Study on the Influence of Students’Awareness on the Brand Identity: A Case of Telkom University Indonesia

“…The core character of the brand is brand identity [13]. Brand identity defines as the uniqueness and enduring characteristic of the brand [14]. Organization have to manage the brand identity internaly before brand presented externaly to audience [13].…”