The Role of Value Congruity and Consumer Brand Identification toward Development of Brand Commitment and Positive Word of Mouth

Abstract

This paper examines a model proposed by Tuskej, et.al (2011) that suggest value congruity between consumer and a brand as well as customers’ brand identification, and may influence brand commitment and positive Word of Mouth. In this paper, Tuskej, et.al’s model (2011) was applied in Indonesian context using Apple as focal brand. The findings suggest that: (1) value congruity positively influence consumers’ affective brand commitment, both directly as well as through brand identification (2) Value congruity does not significantly influence social compliance brand commitment, (3) Consumers’ brand identification is found to be positively influencing both affective commitment and social compliance brand commitment but does not significantly influence positive word of mouth (Positive WOM), (3). Affective brand commitment and social compliance brand commitment positively influence positive word of mouth. Result from this study indicates that brand building activities should be aimed at developing brand that possess clear and distinct set of values that match with its target market’s values in order to build affective commitment and positive word of mouth, which could potentially increase demand for the brand.