Factors affecting consumer–brand identification An empirical study among smartphone users in Egypt

Abstract

Developing a better understanding of what drives consumer–brand identification (CBI) to smartphone brands had become of considerable importance for academics and practitioners due the growth and competition in smartphones industry. Therefore, this study aimed at exploring Factors affecting (CBI) among smartphone users in Egypt. Four basic hypotheses were developed. Data were collected by self-report survey study from an area sample that comprised of 540 smart phone users drawn from seven governorates in Egypt. The main findings of multiple regression analysis confirmed that brand attractiveness, brand-lifestyle congruence, and brand social benefits have significant positive effect on consumer-brand identification while the significant positive effect of memorable brand experiences on consumer-brand identification was denied. A discussion of the results, recommendations of the study along with the limitations and future research were presented.