Antecedents and Consequences of Consumer-Brand Identification: Theory and Empirical Test

Nicola Stokburger-Sauer, University of Mannheim, Germany
S. Ratneshwar, University of Missouri, Columbia
Sankar Sen, City University of New York
Hans Bauer, University of Mannheim, Germany
The construct of consumer-brand identification (CBI) is investigated in conceptual and empirical terms with two principal research objectives. The first objective is to develop a parsimonious scale for CBI with appropriate psychometric properties, including convergent and discriminant validity. The second and more important objective is to examine nomological validity by proposing and testing a model of the antecedents and consequences of CBI, including key moderating variables of the hypothesized relationships. The data for the main studies in the project encompass four different product categories and come from surveys of about 800 German households and 400 U. S. college students.
[ to cite ]:
Nicola Stokburger-Sauer, S. Ratneshwar, Sankar Sen, and Hans Bauer (2008) ,"Antecedents and Consequences of Consumer-Brand Identification: Theory and Empirical Test", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 176-180.