Understanding the drivers of consumer–brand identification

Abstract

The purpose of this study is to develop a holistic understanding of the drivers of consumer-brand identification (CBI) from a consumer's perspective; in other words, to explicate why and how consumers form identity-based connections with brands. In this conceptual study the drivers of CBI are discussed by weaving together different perspectives presented in the extensive literature on identity-based consumer behaviour. The study at hand conceptualizes the drivers of CBI by acknowledging consumer's personality, life tasks and life values together with brand personality, brand promise and brand community as the main factors underlying the realization of a selfbrand connection. The paper presents different scenarios for consumer-brand identification and related managerial implications. The study distinguishes three drivers of CBI: 1) the personality driver, 2) the lifestyle driver, and 3) the values driver. A call is made for empirical studies that would examine the significance of each driver of CBI in differing contexts and product categories. The challenges to and possibilities for brand identity management are addressed. The study challenges the different schools of thought prevalent in contemporary brand management literature in approaching the drivers of CBI more holistically.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

“…Third, in recent years scholars have been increasingly interested in the drivers of consumer-brand identification (Stokburger-Sauer et al, 2012;Sihvonen, 2019;Wolter et al, 2016). This study adds to this emerging research stream by demonstrating that self-brand similarity, brand prestige and brand uniqueness are three critical driving factors of consumerbrand identification.…”

Consumer Behavior Towards Foreign Versus Local Products and Brands: Future Research Directions

“…The consumer's need for uniqueness manifests as a need to express his or her identity through the choice of a brand that they perceive as special, unique, rarely owned by others, and usable to signal a unique self-image and support one's lifestyle [17]. Consumers seek out brands that have unique characteristics [5], and foreign brands, which are usually more expensive and not owned by most consumers, are seen as capable of demonstrating personal identity. Consumers with pronounced needs for uniqueness enhance their self-image by emphasizing and showcasing their ownership of products and brands that are considered original, special, or unique.…”

“…Examples of this include emotion, desire, and imagination, which are claimed to be constructs of CP but also, because they are mediated by the culture, of CCT [4]. In CB, a given construct can be evaluated and measured in both streams [5]. This may be a sign that the distinction between the two streams has been softenedthe lines between them blurredand pursuing one stream of research will likely involve constructs that are also investigated in the other stream.…”

Tiền tố và hậu tố của nhận diện thương hiệu: Nghiên cứu thực nghiệm thương hiệu điện thoại di động tại Việt Nam

“…Giữa tất cả các thương hiệu như nhau, thương hiệu nào có hình ảnh hoặc đặc tính khác biệt thì sẽ có nhiều khả năng được người tiêu dùng nhận diện hơn, với điều kiện cơ sở của sự khác biệt này được khách hàng chấp nhận trên thị trường. Các nghiên cứu tiếp thị khác cũng nhấn mạnh tầm quan trọng của sự khác biệt trong định vị thương hiệu, góp phần tạo nên thành công của một thương hiệu (Sihvonen, 2019). Sự khác biệt được định nghĩa là mức độ người tiêu dùng nhận thức được một thương hiệu khác biệt với đối thủ cạnh tranh (Zhang, Li, Ye, Qin, & Zhong, 2020).…”