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The role of consumer-brand identification in building brand relationshipsTuškej Lovšin, Urška ; Golob, Urša, 1977- ; Podnar, KlementThe purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. The results show that congruity of ... consumer and brand values tends to have positive influence on consumers' identification. Consumers who identify with a brand tend to commit stronger to a brand and generate positive word of mouth. The results show that consumers' identification fully mediates the impact of value congruity on brand commitment. However, brand commitment does not mediate the impact of consumers' identification on generating positive word of mouth.Source: Journal of business research. - ISSN 0148-2963 (Vol. 66, no. 1, 2013, str. 53-59)Type of material - article, component partPublish date - 2013Language - englishCOBISS.SI-ID - 30919773
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Tuškej Lovšin, Urška | 52177 |
Golob, Urša, 1977- | 28675 |
Podnar, Klement | 21606 |
Source: Personal bibliographies
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