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Linking consumer-brand identification to relationship quality: An integrated framework

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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.

Keywords: CONSUMER-BRAND IDENTIFICATION; CORPORATE IDENTITY ATTRACTIVENESS; RELATIONSHIP BENEFITS; RELATIONSHIP MARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539211X602513

Publication date: September 1, 2011

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