"My Brand, My World" a structural model proposal on consumer-brand identification

One of the most important structures in terms of long-term consumer-brand relationship is consumer-brand identification. Therefore, the aim of this study is to identify the antecedents or variables that affect the brand belonging of consumers. Because there is a gap in the literature regarding the variables that explain consumer-brand identification. For this purpose, 681 valid questionnaires were collected via online questionnaire and the data were analyzed by structural equation modeling. For this method, confirmatory factor analysis, validity and reliability analysis, common method bias and path analysis were performed. The findings of the study were examined in two stages as variables that directly and indirectly affect consumer-brand identification. The most important variable that directly affect consumer-brand identification is the brand lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand lifestyle congruence, brand self congruity, functional and social value. Of these variables, functional and social value only indirectly affected consumer-brand identification through brand self-congruity. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand lifestyle congruence, brand identity, functional, social and emotional value. Regarding the findings; managerial and theoretical implications, future studies and limitations are presented.