Brand Management


Oct

21

2018
The consumer-brand identification: Does it lead to a stronger relationship and loyalty?

The consumer-brand identification: Does it lead to a stronger relationship and loyalty?

In theory, consumer-brand identification is an underlying factor of a strong relationship with the brand and loyalty to that brand. In our research we wanted to confirm whether the consumer-brand identification plays a role in building the relationship with the brand, in establishing loyalty and willingness to pay a higher price. Our test model of Consumer-Brand Identification includes four expressions - Self-Identity, Group Identity, Common values, Aspirations