Understanding the drivers of consumer-brand identification

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http://hdl.handle.net/10138/308175

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Sihvonen , J 2019 , ' Understanding the drivers of consumer-brand identification ' , Journal of Brand Management , vol. 26 , no. 5 , pp. 583-594 . https://doi.org/10.1057/s41262-018-00149-z

Title: Understanding the drivers of consumer-brand identification
Author: Sihvonen, Jenniina
Other contributor: University of Helsinki, Marketing

Date: 2019-09
Language: eng
Number of pages: 12
Belongs to series: Journal of Brand Management
ISSN: 1350-231X
DOI: https://doi.org/10.1057/s41262-018-00149-z
URI: http://hdl.handle.net/10138/308175
Abstract: 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.
Subject: Consumer-brand identification
Brand relationship
Lifestyle
Values
Brand personality
RELATIONSHIP QUALITY
EXTENDED SELF
IDENTITY
FRAMEWORK
ANTECEDENTS
PERSONALITY
ENGAGEMENT
ATTACHMENT
DIMENSIONS
COMMUNITY
512 Business and Management
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