The Role of Consumer's Identification in Consumer Behavior and Branding

摘要

The purpose of this paper is to investigate relationships between congruity of consumer and brand values, brand identification, brand commitment, and word of mouth. In order to test the relationships between variables 600 questionnaire were distributed in Dubai Malls (Sun and Sand Sports) and 334 of questionnaires were received and analyzed. To verify the validity of the questionnaire and to test the significance of observer variables (questionnaire) and latent variables (factors), confirmatory factor analysis was used, and Cronbach's alpha was employed to test the reliability. To evaluate the association between variables, the Pearson correlation test is used, and then to verify the conceptual model test the structural equation modeling (SEM) and LISREL software are deployed. The result shows that Value congruity positively influences consumers' identification with a brand and Value congruity positively influences consumers ‘commitment to brand. The result also shows that Consumer identification has a positive influence on brand commitment and mediating variable between value congruity and brand commitment and Consumers commitment to a brand has a positive influence on positive WOM and mediating variable between consumers' identification and WOM. The results also demonstrate that Consumer identification positively influences positive WOM.