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Understanding the drivers of consumer–brand identification

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  • Jenniina Sihvonen

    (University of Helsinki)

Abstract

The purpose of this study is to develop a holistic understanding of the drivers of consumer–brand identification (CBI) from a consumer’s perspective, in other words, to explicate why and how consumers form identity-based connections with brands. In this conceptual study, the drivers of CBI are discussed by weaving together different perspectives presented in the extensive literature on identity-based consumer behaviour. The study at hand conceptualizes the drivers of CBI by acknowledging consumer’s personality, life tasks and life values together with brand personality, brand promise and brand community as the main factors underlying the realization of a self-brand connection. The paper presents different scenarios for consumer–brand identification and related managerial implications. The study distinguishes three drivers of CBI: (1) the personality driver, (2) the lifestyle driver and (3) the values driver. A call is made for empirical studies that would examine the significance of each driver of CBI in differing contexts and product categories. The challenges to and possibilities for brand identity management are addressed. The study challenges the different schools of thought prevalent in contemporary brand management literature in approaching the drivers of CBI more holistically.

Suggested Citation

  • Jenniina Sihvonen, 2019. "Understanding the drivers of consumer–brand identification," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 583-594, September.
    • Handle: RePEc:pal:jobman:v:26:y:2019:i:5:d:10.1057_s41262-018-00149-z
    DOI: 10.1057/s41262-018-00149-z
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    References listed on IDEAS

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    Cited by:

    1. Shaun M. Powell, 2019. "Journal of Brand Management: year end review 2019," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 615-620, November.
    2. Josef Welzmueller & Sascha L. Schmidt, 2024. "Consumer identification: an interdisciplinary review of the marketing and sport management literature and future research agenda," Management Review Quarterly, Springer, vol. 74(1), pages 439-485, February.
    3. R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.
    4. Selcan Kara & Kunter Gunasti & William T. Ross, 2020. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 27(5), pages 607-621, September.
    5. Olga Nechaeva & Valentina Mazzoli & Raffaele Donvito, 2023. "Brand engagement into self-concept and culture: a literature review for a future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 414-431, September.
    6. Selcan Kara & Kunter Gunasti & William T. Ross, 0. "My brand identity lies in the brand name: personified suggestive brand names," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.

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