c عنوان انگلیسی مقاله:

 The role of consumer brand identification in building brand relationships

ترجمه عنوان مقاله: نقش شناسایی نام تجاری مصرف کننده در ایجاد روابط نام تجاری

رشته: مدیریت بازاریابی

سال انتشار: 2013

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. The results show that congruity of consumer and brand values tends to have positive influence on consumers’ identification. Consumers who identify with a brand tend to commit stronger to a brand and generate positive word of mouth. The results show that consumers’ identification fully mediates the impact of value congruity on brand commitment. However, brand commitment does not mediate the impact of consumers’ identification on generating positive word of mouth.

Keywords: Consumer; Brand; Identification; Value congruity; Commitment; Word of mouth

مقدمه مقاله

For decades, brands have been crucial for building relationshipswith consumers assuring long-term business success. In the time of great consumer skepticism toward brands, coupled with the fall in value of traditional media in promoting brands and the current global economic crisis, questions concerning consumer brand identification have become even more important for brand management. Here, consumer brand identification refers to the individual’s sense of sameness with a particular brand. Despite growing awareness, scholars (Bhattacharya and Sen, 2003; Tildesley and Coote, 2009) argue that there is still much to learn about the role of consumers’ identification with a brand, as well as its relation to consumer behavior and branding. Scholars recognize that consumer identification process has a significant impact on individual consumer behavior including: consumer buying-related decisions Ahearne et al. (2005) , brand preference (Tildesley and Coote, 2009),consumer loyalty (Bhattacharya et al.,1995; Kim et al., 2001), psychological sense of brand community and brand commitment (Casaló et al., 2008), consumer satisfaction and a higher possibility of repurchase (Kuenzel and Halliday, 2008),positive word of mouth (Del Rio et al., 2001; Kim et al., 2001; Kuenzel and Halliday, 2008) and consumers’ willingness to pay a price premium (Del Rio et al., 2001).

 

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