Consumer-brand Identification Research Articles

Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

Relationship qualities of brand heritage: warmth, competence and the moderating roles of anthropomorphic factors

How and when effective customer journeys drive brand loyalty: the role of consumer-brand identification

PurposeEffective customer journey design (ECJD) is considered a key variable in customer experience management and an essential source of brand meaning and pro-brand behavior. Although previous research has confirmed its importance for driving brand attitudes and loyalty, the role of consumer-brand identification as a social identity-based influence in this relationship has not yet been discussed. Drawing on construal level and social identity theories, this paper aims to investigate whether effective journeys and the resulting overall journey experience are equally powerful in driving brand loyalty among customers with different levels of consumer-brand identification.Design/methodology/approachThe present article develops and tests a research model using data from the European and US service sectors (N = 1,454) to investigate how and when ECJD affects service brand loyalty.FindingsAcross two cultural contexts, four service industries and 33 service brands, the results reveal that ECJD is a crucial driver of service brand loyalty for customers with low consumer-brand identification. Moreover, the findings show that different aspects of journey effectiveness positively impact the valence of customers’ experience related to those journeys – a process that is ultimately decisive for their brand loyalty.Originality/valueThis study is unique because it generates theoretical and practical knowledge by combining the literature streams of customer journey design, customer experience and branding. Furthermore, this work demonstrates that consumer-brand identification is a critical boundary condition to be considered in the relationship between ECJD and brand loyalty in services.

Brand Stereotypes: On the relationships with gendered brand personality and agentic and communal values in fostering Consumer–Brand identification

This research draws on social identity theory and social role theory of gender stereotypes to investigate the role of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand identification. The theoretical model is tested via two different studies. In the first study (N = 490), 21 brands across different product categories are used to test the theoretical model. Then, a second study (N = 469) corroborates the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand identification is moderated by agentic and communal motivations. The present study contributes to research on brand stereotyping while providing managerial insights that can be used to enhance the relationship between brands and consumers.

“Other Customer” Perception as Strategic Insight into Gen Z Consumer–Brand Identification and Purchase Behavior: A Mixed-Methods Approach

This study addresses the knowledge and research gaps regarding the “other customer” concept within the consumer–brand identification paradigm, drawing on branding and consumer behavior theories. We consider the “other customer” as the other customers of a brand from the perspective of an individual (focal customer) using or simply assessing the brand. We take into account both how the focal customer is influenced by other customers and how the focal customer perceives those other customers. While the concept is traditionally associated with the service industries, we expand its relevance to product brands. We use Social Identity Theory, Social Comparison Theory, and Other Customer Perception to identify how Gen Z focal consumers construct the image of other consumers of international brands at national level. A mixed-method approach was developed, bringing together MMCA (multimodal content analysis), perceptual mapping regarding brand image, and other customer perceived attributes, as well as a survey addressing (a) focal customer–other customer–brand identification perceived similarity and (b) perceived influence of sustainability on purchase behavior. MMCA was performed on a corpus of 236 other customer profiles of Nike and Adidas, consisting of a visual component and a textual description. The profiles were developed by a convenience sample of 147 Romanian Gen Z young adults. The results show that: (a) The national specificity and history of the brand can lead to diverging, local other customer profiles that might be accepted or rejected based on the desirability and similarity perceived by the focal customer; (b) The other customer is used as a form of self-evaluation carried out by the focal customer (Gen Z consistently evaluates downward some of the other customers as a way to curate self-esteem and avoid identification with profiles they consider undesirable or unsuitable for their own self-image); and (3) The connection perceivable at international level between brand sustainability as a purchase pre-condition and Gen Z customers is not universal and should be re-evaluated based on local realities. At theoretical level, this study contributes to the advancement of the “other customer” concept; at a practical level, it advocates for the inclusion of an “other customer communication strategy” into the marketing communication mix.

Can nationalism and religious approaches be harmonized? Three-way interaction effects on small business consumer brand identification

Can nationalism and religious approaches be harmonized? Three-way interaction effects on small business consumer brand identification

An Exploratory Study of the Impact of Perceived Fake News on Brand Attachment: Mediating Role of Brand Trust and Consumer Brand Identification

An Exploratory Study of the Impact of Perceived Fake News on Brand Attachment: Mediating Role of Brand Trust and Consumer Brand Identification

An exploratory study of the impact of perceived fake news on brand attachment: mediating role of brand trust and consumer-brand identification

An exploratory study of the impact of perceived fake news on brand attachment: mediating role of brand trust and consumer-brand identification

We are just 10 feet away! How does location-based advertising affect consumer-brand engagement?

Location-based advertising is continuing to grow in popularity among brands and retailers to deliver marketing messages and promotions. However, little is known about how and why these ads generate brand engagement. This study fills this gap. This paper indicates that two important features of location-based advertising (LBA)—location congruency and personalization—influence brand engagement and that the underlying mechanism behind this relationship is consumer brand identification. Further, it shows it is not only the personalization feature of these ads that increases its effectiveness, but the ad should also be location-congruent to make it effective. The conceptual model is tested by manipulating location-congruency and personalization features of LBA in two different contexts. This study is among the first to provide empirical evidence that LBA increases brand engagement and to uncover the theoretical mechanism of this relationship.

Consumer-activity identification: identifying antecedents and outcomes

ABSTRACT Although consumers rely on their activities to help construct their identity, antecedents and outcomes of consumer-activity identification (CAI) have not been elucidated. This research addresses this gap through the development of a conceptual model that is tested through two studies that implement structural equation modeling. Study 1 finds that CAI leads to consumer-brand identification (CBI). Further, CBI mediates the relationship between CAI and brand loyalty. Study 2 expands these findings by understanding the role of brand and activity social benefits as antecedents for CAI and CBI and including a second brand outcome: brand relationship continuance. Taken together, the results indicate that consumers indeed rely on the activities a brand is used within to construct their identity in addition to the brand. Paradoxically, our findings also reveal that activities that support social interactions decreases CBI. Managerially, marketers should encourage consumers to form relationships with the activities their brand is used within. Additionally, managers could promote their brands as activity facilitators to improve brand identification. The research concludes by offering directions for future research and advice to managers.

Sympathy or shock: how transgression diagnosticity impacts consumer perceptions and intentions regarding person-brands

PurposeMoral transgressions committed by person-brands can negatively impact consumers through the transgression’s diagnosticity (severity, centrality and consistency). This paper aims to test how a transgression’s centrality and consistency impact important consumer perceptions and behavioral intentions toward a person-brand, holding constant the transgression in question. These outcomes are crucial for person-brands to understand how to minimize and manage the impact of a given transgression.Design/methodology/approachThis paper uses three online consumer experiments to manipulate transgression diagnosticity via centrality and consistency and identifies the resulting impact on consumer-brand identification, trustworthiness and consumer digital engagement intentions through PROCESS models.FindingsHigh-diagnosticity transgressions lower consumer digital engagement intentions regarding the person-brand and their endorsed products. This effect is serially mediated by consumer-brand identification, as predicted by social identity theory, and by perceived trustworthiness of the person-brand.Practical implicationsPerson-brands should emphasize the nondiagnostic nature of any transgressions in which they are involved, including a lack of centrality and consistency with their brand, and guard against the appearance of diagnostic transgressions.Originality/valueThis paper shows that transgression diagnosticity impacts consumer engagement through the pathway of consumer-brand identification and trustworthiness. It also manipulates aspects of diagnosticity that can be influenced by the person-brand (centrality and consistency) while holding the transgression constant. As such, this paper extends the literature on transgressions, on person-branding strategy, and on social identity theory.

Impact of Perception of Corporate Social Responsibility and Innovation on Consumer Attitude: Mediation Role of Consumer Brand Identification in Southern Fujian, China

The image shaping and business behavior of enterprises influence their operations. It is helpful for enterprises to promote a virtuous cycle of economic progress and sustainable development based on corporate social responsibility in a healthy and sustainable economic environment. Based on the theories of corporate social responsibility and innovation perception combined with consumer identity, we constructed a model with research hypotheses in multiple dimensions such as economic responsibility, charitable responsibility, consumer responsibility, environmental responsibility, technology innovation, market innovation, consumer brand identity, purchase intention, and word-of-mouth recommendation. Provincial capitals of sub-provincial cities, prefecture- and county-level cities in southern Fujian were explored using the constructed model. The results from the model showed that perception of corporate social responsibility positively impacted the purchase intention and word-of-mouth recommendation of consumers while corporate innovation perception positively affected the purchase intention and word-of-mouth recommendation of consumers. Corporate innovation perception and perception of corporate social responsibility also influenced consumer brand identity positively. Consumer brand identity played a mediating role in the purchase intention and word-of-mouth recommendation as well as in perception of corporate social responsibility and consumer innovation perception.

The Effect of Value Congruity, Customer Brand Engagement, Consumer Brand Identification, and Affective Brand Commitment on Brand Loyalty of Roughneck Products 1991

This study aims to determine the effect of value congruity, customer brand engagement, customer brand identification and affective commitment simultaneously and partially on customer loyalty of Roughneck 1991 products. The variables used in this study consist of independent variables, namely value congruity, (X1) customer brand engagement (X2), customer brand identification (X3) and affective commitment (X4) and the dependent variable namely brand loyalty (Y). The analysis method uses quantitative methods. The population of this study was consumers aged 10-41 years who purchased local Roughneck products 1991 with a sample of 100 respondents. This study used purposive sampling method. Data collection techniques for literature research, internet research, and field research in the form of interviews, observations, and questionnaires. The results of this study show that the results of the F Test calculation (simultaneous) show that the variables value congruity, customer brand engagement, customer brand identification and affective brand commitment together (simultaneously) have a significant effect on brand loyalty, and from the results of the analysis Test t (partial) shows that partially the variables value congruity, customer brand engagement, customer brand identification and affective brand commitment have a significant effect on brand loyalty.

Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages

PurposeThrough activism, brands participate in the sociopolitical controversies that shape society today. Based on social identity theory, this study aims to examine the moderating effects of consumer–brand identification (CBI) and political ideology in explaining consumer responses to brand activism. Furthermore, the role of perceived marginalization that can arise in the case of consumer–brand disagreement is explored.Design/methodology/approachThe hypothesized effects were tested in three experiments. Study 1 (n = 262) and Study 2 (n = 322) used a moderation analysis, which was supplemented by a mixed design analysis with repeated measures in Study 1. In Study 3 (n = 383), the mediating effect of perceived marginalization by the brand was tested using a moderated mediation model.FindingsThe results show that strong CBI as well as a conservative ideology buffer the negative effects of consumer–brand disagreement on brand attitude and word-of-mouth intentions. In the case of agreement with a brand’s stance, no direct or interactive effects of brand activism on consumer responses occur. Perceived marginalization by a brand mediates the effects of brand activism.Originality/valueThis study extends the “love is blind” versus “love becomes hate” debate to the realm of brand activism and finds evidence for the former effect. It also contributes to the research on political consumption by highlighting the role of political ideology as an important boundary condition for brand activism. Perceived marginalization is identified as a relevant risk for activist brands.

ENHANCING BRAND IDENTIFICATION THROUGH CONSUMER SELF-EFFICACY: MEDIATING ROLE OF CONSUMER VANITY AND MODERATING ROLE OF BRAND PERSONALITY

This study aims to examine influence of consumer self-efficacy on consumer brand identification, with a focus on the mediating role of consumer vanity and the moderating role of brand personality. A total of 384 participants, encompassing consumers of diverse brands, were included in the study. The variables of interest, consumer self-efficacy, consumer brand identification, consumer vanity & brand personality, were analyzed via PLS-SEM software. The results reveal a significant direct impact of consumer self-efficacy on consumer brand identification, highlighting the importance of individuals' belief in their abilities in fostering strong connection with a brand. Moreover, the study proves that consumer vanity acts as a mediator between consumer self-efficacy & brand identification, indicating that individuals with higher self-belief are more likely to engage in vanity-related behaviors, thereby enhancing their identification with brand. The study uncovers moderating effect of brand personality by strengthening relationship between consumer self-efficacy and brand identification.

Is brand activism an emotional affair? The role of moral emotions in consumer responses to brand activism

As brand activism continues to move up the corporate agenda, a more comprehensive understanding of its effects is needed. This paper contributes to the evolving research by investigating moral emotions (i.e. other-praising and other-condemning emotions) as mediating factors and consumer-brand identification (CBI) as a moderator that shape consumer reactions to brand activism. Three scenario-based experiments on two divisive topics show that activist messages elicit moral emotions that determine how individuals respond to them, depending on whether or not they agree with the brand’s stance. Moreover, this effect of (dis)agreeing with the brand’s stance on brand attitude is moderated by CBI. In case of a strong identification, an activist message does not affect brand attitude as CBI attenuates the activation of moral emotions – both in the positive case of agreement and in the negative case of disagreement. Finally, brand activism may counter the brand’s social goals, as it disproportionally motivates opponents of the brand’s stand to advocate their own contrary views on the contentious issue. In sum, these findings underscore both the emotional nature of consumer reactions to brand activism and the high level of social responsibility of companies that position themselves as political actors.

Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers

ABSTRACT Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is a limited empirical insight into its antecedents and consequences. This study, grounded in signaling and social identity theories, introduces the relationship between endorser credibility, virtual brand community engagement, and consumer brand identification as a pro-active brand recovery strategy. It also examines the impact of virtual brand engagement and consumer brand identification on brand love and forgiveness. The data were collected from online automobile brand community members. The results show that celebrity endorsers' trustworthiness, attractiveness, and expertise can be used as communication signals to expedite the process of consumer brand identification and virtual brand community engagement. Consumers who strongly identify with the brand and engage in its virtual community are more likely to develop an emotional bond with the brand and forgive it following a crisis. Interestingly, the study finds that the relationships between endorser credibility attractiveness and virtual consumer brand identification, endorser credibility trustworthiness and consumer brand identification, and consumer brand identification and virtual brand community are nonlinear.

I am ashamed of my brand-self! Consumer-brand identification as a moderator of emotional reactions following symbol-laden brand failures

PurposeThe study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational tie strength between consumers and their favorite brand existing prior to symbolic failures is examined.Design/methodology/approachA scenario-based, online survey (n = 660) among consumers who have recently experienced a self-relevant failure with their favorite brand was conducted. Confirmatory factor analysis ensured the reliability and validity of the measurement model. For testing the conceptual model, data was analyzed by means of a moderated mediation analysis. The proposed model was tested against, among others, common method bias and alternative models. The findings were cross-validated with a scenario-based online experiment (n = 1,616).FindingsResults show that brand shame is a key mediator between customer dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions on brands, which lead to consumer vengeance.Originality/valueTo the best of the authors’ knowledge, this research is the first to introduce the concept of situational brand shame to the literature on favorite brands. Furthermore, it shows that consumer-brand identification moderates the direct and indirect (via brand shame) unfavorable effects of failure-induced dissatisfaction on brand anger. This research adds insights to the investigation of the “love-becomes-hate” effect arising after self-relevant failures involving consumers’ most preferred brand.

Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

AbstractInspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.

Consumer Brand Identification and Purchase Intentions: The Mediating Role of Customer Brand Engagement

Although there has been significant growth in the literature on customer brand engagement, there have been relatively few empirical investigations on its causes and effects. Companies increasingly seek customer engagement with their services and/or products to track their brand performance. The primary purpose of this research was to evaluate the relationship between consumer brand identification and customer brand engagement. This research examines the mediating influence of customer brand engagement on the connection between consumer brand identification and purchase intention. Furthermore, the impact of brand engagement on purchase intention is investigated in this article. The responses of 443 participants were collected using a convenient sampling method. A structural equation modelling (SEM) approach using partial least squares (PLS) was used to conduct the analysis of the data. This investigation's theoretical underpinning is supported by social identity theory. According to the findings of this research, consumer brand identification is the primary driver of customer brand engagement. Customer brand engagement partially mediates the link between consumer brand identification and purchase intention. Additionally, this study reveals that customer brand engagement impacts the purchase intention of fashion clothing businesses. In the context of fashion clothing brands, brand managers should analyse customer brand engagement's role, specifically in generating purchase intention. This study broadens our understanding of customer brand engagement within the context of the fashion apparel industry. This research contributes to the existing body of knowledge by expanding our understanding of the interrelationships between consumer brand identification, customer brand engagement, and purchase intention among consumers of fashion apparel brands in the emerging economy of Pakistan. Moreover, this study is exceptional since it investigates consumer brand identification in a novel context.

Luxury hotels' green practices and consumer brand identification: The roles of perceived green service innovation and perceived values

AbstractAs a value‐added business strategy, many companies have planned and implemented green practices to promote their brands and contribute to sustainable development. This study aims to investigate how green practices build consumer brand identification for luxury hotel companies. Multivariate techniques and structural equation modeling were used to analyze a sample of 601 luxury hotel guests in China. The findings indicate that green hotel practices are positively related to consumer brand identification, and this relationship is positively mediated by perceived green service innovation, perceived utilitarian value, and perceived hedonic value. Furthermore, perceived utilitarian value and perceived hedonic value positively mediate the perceived green service innovation–consumer brand identification link. A robustness test with another sample data of 396 hotel guests was conducted, and this test confirmed the findings. This study provides several important implications for researchers and managers of the luxury hotel sector who aim to build customer brand identification from a green strategy perspective.