Antecedents of consumer-brand identification in terms of belonging brands

Büyükdağ N., Kitapcı O.

JOURNAL OF RETAILING AND CONSUMER SERVICES, vol.59, 2021 (SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 59
  • Publication Date: 2021
  • Doi Number: 10.1016/j.jretconser.2020.102420
  • Journal Indexes: Social Sciences Citation Index (SSCI)
  • Keywords: Consumer-brand identification, Brand self-congruity, Brand-lifestyle congruence, Brand identity, Memorable brand experience, Consumer value, SELF-IMAGE CONGRUENCE, CUSTOMER SATISFACTION, SOCIAL IDENTITY, COMPANY IDENTIFICATION, PERCEIVED VALUE, CONGRUITY, UTILITARIAN, LOYALTY, IMPACT, PERSPECTIVE
  • Akdeniz University Affiliated: Yes


This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.