Skip to main content
padlock icon - secure page this page is secure

Consumer-brand identification: A social identity based review and research directions

Buy Article:

$19.54 + tax (Refund Policy)

Consumer-brand identification (CBI) has gained increasing attention in the marketing literature over the past decade as a determinant of consumers' in-role and extra-role behaviour. Despite the growing interest, there are a number of problems with the conceptualisation and operationalisation of the construct in the marketing literature. In this paper, we explore this gap in the literature by presenting a critique of how consumer identification has been defined and highlight the distinction between CBI and other conceptually similar constructs ranging from self-brand connection to self-image congruence. We present a review of the current operationalisations of the consumer identification construct and raise some key problems with existing measurements. A review of the antecedents and consequences of consumer identification is also undertaken. The paper provides a valuable contribution to the marketing field by integrating a wide body of research on an important topic and by offering several insights and broad avenues for future research.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: CONSUMER-BRAND IDENTIFICATION; EXTRA-ROLE BEHAVIOUR; IN-ROLE BEHAVIOUR; LITERATURE REVIEW; SELF-DEFINITIONAL NEEDS; SOCIAL IDENTITY THEORY

Document Type: Research Article

Publication date: June 1, 2014

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more