Consumer-activity identification: identifying antecedents and outcomes

Although consumers rely on their activities to help construct their identity, antecedents and outcomes of consumer-activity identification (CAI) have not been elucidated. This research addresses this gap through the development of a conceptual model that is tested through two studies that implement structural equation modeling. Study 1 finds that CAI leads to consumer-brand identification (CBI). Further, CBI mediates the relationship between CAI and brand loyalty. Study 2 expands these findings by understanding the role of brand and activity social benefits as antecedents for CAI and CBI and including a second brand outcome: brand relationship continuance. Taken together, the results indicate that consumers indeed rely on the activities a brand is used within to construct their identity in addition to the brand. Paradoxically, our findings also reveal that activities that support social interactions decreases CBI. Managerially, marketers should encourage consumers to form relationships with the activities their brand is used within. Additionally, managers could promote their brands as activity facilitators to improve brand identification. The research concludes by offering directions for future research and advice to managers.