Linking consumer-brand identification to relationship quality: An integrated framework
Abstract:The concept of identification, stemming from social identity and organisational identification theories, has been primarily used to describe the deep and meaningful relationships consumers form with companies; however it has recently been applied in a consumer-brand relationship context. Drawing on previous work on relationship marketing, branding and consumer-company identification, this paper suggests that consumer-brand identification is positively related to consumer-brand relationship quality. Furthermore, a conceptual framework is developed, integrating variables that influence consumer-brand identification and relationship quality, and exploring the existence of common antecedents to the two constructs. Several implications of the proposed framework for future academic research as well as for managerial practice are suggested.
Document Type: Research Article
Publication date: September 1, 2011
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