Understanding the drivers of consumer–brand identification
| Autor: | Jenniina Sihvonen |
|---|---|
| Přispěvatelé: | Marketing, Department of Economics and Management |
| Rok vydání: | 2019 |
| Předmět: |
DIMENSIONS
Strategy and Management media_common.quotation_subject Identity (social science) EXTENDED SELF Brand community Empirical research Brand relationship 0502 economics and business Personality RELATIONSHIP QUALITY 512 Business and Management Marketing Consumer behaviour media_common PERSONALITY business.industry 05 social sciences ENGAGEMENT Values Lifestyle FRAMEWORK ANTECEDENTS ATTACHMENT COMMUNITY Brand personality Brand management Identification (information) Consumer-brand identification IDENTITY 050211 marketing Business 050203 business & management |
| Zdroj: | Journal of Brand Management. 26:583-594 |
| ISSN: | 1479-1803 1350-231X |
| Popis: | https://rdcu.be/bhDhP The purpose of this study is to develop a holistic understanding of the drivers of consumer-brand identification (CBI) from a consumer's perspective, in other words, to explicate why and how consumers form identity-based connections with brands. In this conceptual study, the drivers of CBI are discussed by weaving together different perspectives presented in the extensive literature on identity-based consumer behaviour. The study at hand conceptualizes the drivers of CBI by acknowledging consumer's personality, life tasks and life values together with brand personality, brand promise and brand community as the main factors underlying the realization of a self-brand connection. The paper presents different scenarios for consumer-brand identification and related managerial implications. The study distinguishes three drivers of CBI: (1) the personality driver, (2) the lifestyle driver and (3) the values driver. A call is made for empirical studies that would examine the significance of each driver of CBI in differing contexts and product categories. The challenges to and possibilities for brand identity management are addressed. The study challenges the different schools of thought prevalent in contemporary brand management literature in approaching the drivers of CBI more holistically. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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