Understanding the drivers of consumer-brand identification

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dc.contributor.author Sihvonen, Jenniina
dc.date.accessioned 2019-12-12T13:39:01Z
dc.date.available 2019-12-12T13:39:01Z
dc.date.issued 2019-09
dc.identifier.citation 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
dc.identifier.other PURE: 126718928
dc.identifier.other PURE UUID: 19805061-7c6a-4788-a40d-a778e91949b2
dc.identifier.other WOS: 000478755800008
dc.identifier.uri http://hdl.handle.net/10138/308175
dc.description https://rdcu.be/bhDhP
dc.description.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. en
dc.format.extent 12
dc.language.iso eng
dc.relation.ispartof Journal of Brand Management
dc.rights.uri info:eu-repo/semantics/closedAccess
dc.subject Consumer-brand identification
dc.subject Brand relationship
dc.subject Lifestyle
dc.subject Values
dc.subject Brand personality
dc.subject RELATIONSHIP QUALITY
dc.subject EXTENDED SELF
dc.subject IDENTITY
dc.subject FRAMEWORK
dc.subject ANTECEDENTS
dc.subject PERSONALITY
dc.subject ENGAGEMENT
dc.subject ATTACHMENT
dc.subject DIMENSIONS
dc.subject COMMUNITY
dc.subject 512 Business and Management
dc.title Understanding the drivers of consumer-brand identification en
dc.type Article
dc.contributor.organization Marketing
dc.contributor.organization Department of Economics and Management
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.1057/s41262-018-00149-z
dc.relation.issn 1350-231X
dc.rights.accesslevel closedAccess

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