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The purpose of this study is to identify consumers’ perceived consumption values and to examine the causalrelationship between perceived consumption values, brand identification, emotional Absorption and behavioral commitment. Undergraduate students(N=210) were participated in the survey and the structural equation modeling wasutilized for data analysis. The results of this study show that; first, psychological value and personality value havepositive effects on brand identification but there was no significant relationship between functional value and brand identification; second, brand identification have positive effects on emotional commitment and behavioral commitment;third, the relationship between emotional commitment and behavioral commitment was not significant; fourth, the effect of psychological value on brand identification was higher than the effect of personality value on brand identification. Based on these results, several recommendations for company are discussed and future research directions are outlined. |
