Customer Brand Identification Research Articles

“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.

Switching to sustainable products: The role of time, product, and customer characteristics

AbstractAchieving a sustainable economy is one of the primary needs of our time, and sustainable products can play a decisive role in achieving this goal. This article seeks answers about the role of time and product characteristics in the intention to switch to a sustainable product using the example of an everyday product. Drawing from social identity theory, utility maximization and switching theory, the authors propose a conceptual model to examine these questions in a specific market disruption when a product is modified by the same company. The framework focuses on the time‐varying effects of customers' features (brand identification, loyalty, embeddedness) and products' features (perceived value [PV], compliance, switching cost) on switching behavior. The research was carried out using a quasi‐experimental method in three periods. In the first stage, Cox Proportional Hazard Regression was used, and a random‐effects model in the second. Results from longitudinal data of 282 customers during the launch of a new sustainable product show that customer characteristics do not influence the intention to switch. In contrast, the PV and switching costs inhibit the switching behavior, but their effects vary over time. In particular, the effect of the relative PV of the sustainable product on switching will increase over time, but the importance of customer–brand identification also rises. The study has important implications for introducing a sustainable equivalent of an incumbent product of the same brand.

Enhancing Brand Loyalty: A Relationship Marketing Perspective within the Context of Contractual Services

Keeping customers loyal is extremely important in services contexts. The overall purpose of this study is to stress the importance of building brand relationships and enhancing brand loyalty in contractual service contexts through customer satisfaction and customer-brand identification perspectives. This study tested a conceptual model using a cross-sectional sampling design to collect the appropriate data. 101 customers of pay TV services participated in this research. Results reveal that both satisfaction and customer-brand identification have a positive effect on loyalty. Customer satisfaction mediates the linkage between the two cognitive constructs of perceived quality and perceived price and brand loyalty, accordingly. Further, emotional value has a moderating effect on the relationship between satisfaction and brand loyalty, while the indirect effect of both perceived quality and perceived price on brand loyalty via customer satisfaction is stronger when emotional value is high. The findings provide researchers with important theoretical implications as they render a deep and integrative understanding of different antecedents of brand attitudinal loyalty in contractual service markets and contractual service providers with strategic directions to increase customer loyalty. Limitations and suggestions for future research in this area are also discussed.

Potential effects of customer-brand identification and self-representation on Aliexpress advocacy: a comparative study

Purpose Drawing on social identity theory (SIT), the current research highlights the sequential mediation effects of customer interaction, functional value and hedonic value in linking customer-brand identification and self-representation with online brand advocacy (OBA). Design/methodology/approach Data were gathered from 483 Egyptian and 595 non-Egyptian Aliexpress shopping platform customers, then analyzed using SmartPLS 4. Findings The multigroup analysis findings revealed that customer interaction and functional/hedonic values sequentially mediated the linkages of customer-brand identification and self-presentation with OBA for Egyptian and non-Egyptian user groups. Originality/value The novelty of this study is that it tested and validated customer interaction with the Aliexpress service scale, allowing for reflection on the interactive nature of this platform between Egyptian and non-Egyptian customers. SIT also lends credence to the idea that self-presentation mediates the effect of customer-brand identification on Aliexpress’s OBA, potentially shedding new light on this understudied dimension using a theoretical framework.

Impact of Brand Personality Customer Brand Identification on Brand Loyalty the Mediating Role of Trust


 The main goal of this research is to analyze the direct influence of many variables of brand personality, customer’s brand identification and trust on brand loyalty. Then an indirect influence test will also be carried using trust variables as a varying conciliator on the connection between brand personality variables, brand identification and brand loyalty. Hypotheca-deductive method is utilized in this research. The sampling technique uses a purposive sampling technique where the subjects of this study are fashion customers of ZARA, and lives in the Special Capital Region of Jakarta. The research results state that: 1). Brand personality has a positive and remarkable effect on brand loyalty. 2). Brand personality has a noteworthy impact on trust positively 3). Customer’s brand identification has zero influence on brand loyalty 4). Customer brand identification has a positive and remarkable effect on trust 5). Trust has a good and noteworthy effect on brand loyalty 6). Thus, the varying trust mediates the connection between brand personality and brand loyalty. The same results shows that varying trust has a conciliating impact on the connection between varying customer brand identification and brand loyalty.

Trust in Virtual Interaction: The Role of Avatars in Sustainable Customer Relationships

Trust—both cognitive and affective trust—sit at the core of the development of avatars in hospitality. Based on the theory of mind (ToM), this study collected data from 563 hotel customers and utilized partial least squares-structural equation modeling (PLS-SEM) to examine the differential roles of affective and cognitive trust in shaping the customer experience, customer-brand identification, brand love, and brand loyalty, all within a framework that emphasizes sustainable relationships and practices. The framework encompasses a comprehensive approach to fostering long-term, mutually beneficial relationships throughout the customer journey. This research contributes to the field by exploring the specific impacts of affective and cognitive trust on various customer-related outcomes within the context of avatars in hospitality, providing valuable insights into the unique dynamics of trust-building in this domain. The findings shed light on the ToM and offer strategic marketing plans for hospitality practitioners, highlighting the significance of trust and sustainable customer relationships in driving long-term value.

Determination of customer brand loyalty on airlines in Malaysia

The pandemic and tragic accidents have generated more pressure for the growth of airlines in Malaysia against the backdrop of fierce competition in the global airline industry. The purpose of this study is to explore the determination of brand loyalty on airlines in Malaysia. Based on relationship marketing theory, the mechanism by which perceived value affects brand loyalty in the context of the Malaysian airline industry is investigated. The result is that there is a positive influence of perceived value on customer brand loyalty. Also, there is a significant positive impact of perceived value, notably cost value and safety value, on customer brand engagement and customer brand identification. In addition, the mediating role that customer brand engagement and customer brand identification serve between perceived value and brand loyalty facilitates a better understanding of the determinants that may drive customer loyalty to an airline brand. The study concludes with suggestions regarding future research.

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.

It is not merely a chat: Transforming chatbot affordances into dual identification and loyalty

Artificial intelligence (AI)-powered service chatbot functionality is changing to more effectively connect with customers in the era of digital marketing. As such, an understanding of how to enhance user perceptions and behaviors through interface design has become crucial. Using affordance actualization theory and social identity theory as a theoretical lens, this study explored how chatbot affordances affect consumer brand loyalty. Data were collected from 369 respondents who had at least one conversation with AI chatbots from a predetermined list of banks in Taiwan; the collected data were then analyzed using structural equation modeling. The results revealed that anytime–anyplace connectivity, information association, visibility, and interactivity affordances provided by chatbots positively influenced chatbot exploitation, which in turn affected perceived brand competence and perceived brand warmth. Furthermore, perceived brand competence influenced customer–chatbot identification and customer–brand identification, whereas brand warmth influenced customer–brand identification. Customer–chatbot identification also influenced brand loyalty both indirectly—through customer–brand identification—and directly. These findings are useful for assisting managers in various industries in the application of AI technologies to implement digital transformation strategies and improve customer services.

Comparing the Young People's Coffee Shop Perceptions with Their Senses of Taste

Today’s coffee shops, have emotional and social functions beyond food and beverage consumption. The abundance of perceptual factors that are thought to be effective in consumers' coffee shop preferences leads to the questioning of the level of rationality in these choices. "Are basic elements such as taste, purity, and aroma of coffee the primary determinants of consumer decision-making? Or the variables that are more effective in consumer preferences are various perceptual elements?". With the field research conducted within the scope of these inquiries, young consumers were clustered according to their primary coffee shop preferences. Afterward, some perceptual differences of these clusters were measured and compared with each other, as well as their reactions to different branded coffees which they experienced through a blind tasting test. The findings show that there are differences between consumer clusters in terms of perceived quality of life impact, brand loyalty, customer-brand identification, and repurchase intention. In the blind tasting test, it is observed that only global branded coffee differs in terms of flavour and both global and national branded coffee differ in terms of repurchase intention.
 Key Words: Coffee Shop, Young Consumer, Blind Tasting
 JEL Classification: M31

Customer value cocreation behaviors in hospitality: Antecedents and mediators

Customers in the hospitality industry are essential to cocreating unique and memorable experiences. Encouraging customer value cocreation behaviors (CVCBs) is crucial for managers to gain a competitive advantage and ensure sustainable operations. This study investigated the relationships between consumer and firm innovativeness, customer brand identification (CBI), and CVCBs and examined the mediating influence of CBI. An analysis of data from questionnaires completed by 296 hotel customers in Taiwan revealed that consumer and firm innovativeness positively affect CBI, customer participation, and customer citizenship behaviors. CBI positively affects customer participation and citizenship behaviors and mediates the relationships between consumer and firm innovativeness and CVCBs. This research contributes to the literature on innovativeness, brand identification, and customer value cocreation and provides a valuable theoretical basis for the hospitality industry. The findings can provide firms with strategies for service innovation, market segmentation, and customer relationship management.

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.

Building brand value co-creation in online transportation services: A serial mediation approach

This study aims to examine the impact of customer ethical perception on brand value co-creation in online transportation services through the role of serial mediation of customer-brand identification, overall satisfaction and transportation application commitment. This research was conducted on 300 generations Y and Z online transportation services users in the Province of Bali, Indonesia. Partial least square-structural equation modeling (PLS-SEM) was used for analysis purposes. It was found that customer ethical perception does not directly affect brand value co-creation. On the other hand, satisfaction mediates the influence of customer ethical perception on brand value co-creation. We then found that customer-brand identification and transportation application commitment mediate the influence of customer ethical perception on brand value co-creation serially. This study is the first to examine the role of serial mediation by using three variables namely customer-brand identification, satisfaction and transportation application commitment on the effect of customer ethical perception on brand value co-creation.

An interactive service recovery framework combining demand and supply approaches

The ability of a business to engage in service recovery should not be restricted by the type of business model or its pre-dominant service delivery methods. Using a mixed method approach, this research presents a unique addition to business logic literature in a foodservice operation. Qualitative interviews demonstrate how customers perceive the business logic of foodservice when assessing the linkages between various service recovery touchpoints. Results of a quantitative experiment demonstrate that service providers’ facilitation can yield a considerable range of emotional and physical inputs depending on the corresponding business logic. Additionally, the voluntary customer role in facilitation supports the ability of the foodservice operation to deliver satisfactory service recovery. The boundary conditions of customer-brand identification and complaining effort also contribute as major sources of innovative service recovery. Supporting the research framework, implications were identified for foodservice operators in co-creating value with their customers during service recovery.

Does Brand Truth-Telling Yield Customer Participation? The Interaction Effects of CSR Strategy and Transparency Signaling.

Customer participation in brand environmental responsibility is necessary for enterprises and consumers to co-create value. However, it is not yet clear why some corporate social responsibility (CSR) communications are more effective in attracting higher customer participation in a digitally transparent environment. Based on signal theory and social identity theory, this study examines the impact of the interactive effect of CSR strategy (proactive vs. reactive) and transparency signals (high vs. low) on customer trust (perceived integrity and perceived competence), customer-brand identification, and participation intention in brand environmental responsibility. We conduct a 2 × 2 study with 140 respondents. The findings reveal a significant interaction effect of CSR strategy and transparency signals on perceived integrity, perceived competence, and participation intention in brand environmental responsibility. Mediation analysis reveals that the impact of CSR strategy on participation intention is serially mediated via perceived trust and customer-brand identification and varies across different transparency levels.

The Antecedent Role of Customer-Brand Identification, Corporate Social Responsibility and Social Capital in The Relationship Between Customer Citizenship Behavior and Customer Turnover Intention

چکیدهقصد مشتریان در عدم ترک شرکت و بروز رفتارهای شهروندی از جانب آن‌ها در زمره رفتارهایی هستند که می‌توانند تأثیر زیادی بر موفقیت سازمان بگذارند. بنابراین، مطالعه عوامل مؤثر بر شکل‌گیری این رفتارها بسیار مهم هستند. هدف تحقیق حاضر بررسی تأثیر هویت‌یابی مشتری با برند و مسئولیت‌پذیری اجتماعی آن بر رفتارهای شهروندی مشتریان و قصد ترک آن‌ها بود که نقش میانجی سرمایه اجتماعی نیز موردبررسی قرار گرفت. این تحقیق ازنظر هدف کاربردی و ازنظر روش اجرا توصیفی بود. جامعه آماری پژوهش حاضر مشتریان بانک سپه در شهر تهران و حجم نمونه بر اساس فرمول کوکران برای جامعه نامحدود برابر با 384 نفر می‌باشد که به روش نمونه‌گیری تصادفی خوشه‌ای انتخاب شد و براین اساس شهر تهران به مناطق چهارگانه (شمال، جنوب، شرق و غرب) تقسیم و سپس به‌طور تصادفی از بین این مناطق شعباتی انتخاب گردید. داده‌های موردنیاز به‌وسیله پرسشنامه جمع‌آوری شد و بر اساس روش مدل یابی معادلات ساختاری و با استفاده از نرم‌افزار SPSS و Smart PLS مورد تحلیل قرار گرفت. نتایج پژوهش نشان می‌دهد که تأثیر مثبت هویت‌یابی مشتریان با برند بر رفتار شهروندی مشتریان مورد تائید قرار نگرفت. لکن مسئولیت‌پذیری اجتماعی شرکت تأثیر مثبتی بر رفتار شهروندی مشتری داشته و رفتار شهروندی مشتریان نیز برعدم قصد ترک مشتریان تأثیری مثبت دارد. ضمن اینکه نقش میانجی سرمایه اجتماعی در اثرگذاری هویت‌یابی مشتریان با برند و مسئولیت‌پذیری اجتماعی شرکت بر رفتارهای شهروندی مشتری مورد تائید قرار گرفت.

How Does Social Media Marketing Efforts, Electronic Word of Mouth and Consumer Brand Identification Leads Consumer to Pay a Premium Price

Abstract. The main drive of this research was to study the practices of marketing that include social media marketing, electronic word of mouth and consumer brand identification while exploring the influence on customer willingness to pay premium price within food industry by mainly focusing on coffee shops of the twin cities (Rawalpindi and Islamabad), Pakistan. The significance of this research is the identification of critical high performance marketing strategies for customer satisfaction within a Pakistani context by comparing a total of 10 local and international coffee shop outlets within Rawalpindi and Islamabad, Capital Territory. Data collection method was quantitative through detailed questionnaires for an overall sample size of 250 respondents. The critical business areas were, therefore, customized to incorporate data collection from customers to ascertain preference and satisfaction of local or international coffee shop outlets. Additionally, the marketing high performance data was also collected qualitatively through Electronic Word of Mouth (EWOM) from social media platforms of different coffee shops online pages, thus it was proved that social media marketing efforts have an indirect or moderate relationship with premium price products because social media marketing does not influence the consumer’s purchase decision and willingness to pay premium price, but it may only enhances the Customer-Brand Identification or help generating electronic word of mouth. whereas, the food industry in Pakistan also showed a positive relationship between the consumer brand identification and customer’s willingness to pay premium price because when consumers regularly purchases products from a brand they are likely to become brand loyal, and the factor that is most effective is e-WOM influencing brand image, Thus this study shows the positive relationship between the EWOM and customers’ willingness to pay premium price. In this study it becomes clear that customer’s purchase decision is positively affected by the EWOM & CBI. Whereas, Social Media Marketing efforts helps in creating awareness and in enhancing the EWOM and CBI, not directly influencing the customer to pay premium.

Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions

ABSTRACT The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality congruencies – brand-consumer, brand-celebrity and consumer-celebrity on reputation and uniqueness of the brand, brand identification and consumer attitude towards the advertisement and the brand. The results revealed the positive influence of brand-consumer and brand-celebrity personality congruencies on brand reputation. However, brand uniqueness was only impacted by brand-celebrity personality congruence. Significant moderating effect of consumer-celebrity personality congruence was observed. By integrating all the three-personality congruencies in a single framework with consumer-celebrity personality congruency as a moderating variable, the study augurs well to the body of knowledge on celebrity endorsement. Discovering some interesting observations pertaining to the personality congruencies, brand identification and consumer behavioral intentions, the study contributes by extending business and managerial implications.

We “like” to value the brand: a mixed-method study

PurposeFrom the perspectives of service-dominant logic and social identity theory, this study aims to assess social networking site (SNS) users’ likes as a form of social endorsement as well as its effects on like-clicking behavior, perceived brand value, customer-brand identification and purchase intention. Furthermore, the different effects of social endorsement on the perceived functional, hedonic, social and monetary brand value were investigated so as to support SNS users’ role as value cocreators.Design/methodology/approachAn online survey was administered as a pretest of customer perceptions regarding brands that are liked on SNSs. Next, an experiment was conducted to verify the effects of social endorsement. A mixed-method approach including partial least squares (PLS) and fuzzy set qualitative comparative analysis (fsQCA) was adopted for the data analysis.FindingsThe results revealed that like-clicking behavior could be contagious because SNS users exposed to others’ likes were more likely to click the like button themselves. Like-clicking behavior positively influenced the perceived functional, hedonic, social and monetary value of the liked brand. Perceived brand value strengthened customer-brand identification, thereby increasing purchase intention.Originality/valueLike-based social endorsements were confirmed as a type of value cocreation behavior that benefits the endorsed brand by spreading brand awareness, and increasing customer acquisition and retention. An fsQCA approach was developed to measure the moderating effect of users’ propensity to click the like button on perceived brand value, thus contributing to the advancement of fsQCA.

It Takes a Village!: Customer Value Co-Creation Behavior in Restaurant Social Media-Based Brand Community

Customers’ value co-creation behavior plays an essential role on brand pages, which many hospitality firms adopt to create value with customers. However, current understanding of the elements, drivers, and dynamics of such behavior is limited. Based on the value co-creation literature, motivation–opportunity–ability theory, and the dual identification framework, this study sought to bridge this knowledge gap. Specifically, this research clarified customer engagement behavior (CEB) and customer citizenship behavior (CCB) as respective in-role and extra-role behaviors of value co-creation and revealed their positive relationship. Structural equation modeling indicated that motivations (seeking assistance and diversion), social presence, and brand knowledge positively influenced CEB, which then affected CCB directly and indirectly through customer–brand identification. Moreover, functional benefits did not trigger meaningful CEB, and customer–community identification had a minimal impact on CCB. Overall, these insights can help practitioners manage their brand pages more effectively to co-create value with customers.