The role of consumer-brand identification in building brand relationships

Abstract

In this master thesis,the relationships between congruity of consumer and brand values,brand identification,brand commitment and word of mouth (WOM) is examined.The results show that Value congruity positively influences consumers´ identification with a brand and Value congruity positively influences consumers´ commitment to a brand.The results also show that Consumer identification has a positive influence on brand commitment and is a mediating variable between value congruity and brand commitment.Also Brand commitment has a positive influence on positive WOM and is a mediating variable between consumers´ identification and WOM.Furthermore,results also demonstrate that Consumer identification positively influences positive WOM.Additionally,brand prestige was expected to have a moderating effect on the relationships between the constructs,but it showed a partial influence.Brand prestige only influences value congruity and consumer identification.This master thesis can offer implications for managers in building long lasting relationships with their consumers.Brands can play important roles in the decision making process of consumers since it will influence their lives and lifestyle.As the findings of the study indicates, brand values play a role in influencing consumer behavior.Based on these findings,brand managers can monitor perceived values of their brands as well as the values of their consumers to examine whether an overlap exists between them.