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Jurnal Fikrah Jilid 8, Special Issue 1, 197-212, 2017

Available at : www.jurnalfikrah.org ISSN 1511-1113 © 2017 Pusat Pemikiran dan Kefahaman Islam (CITU)

197

A Study of the Impact of Different Brand Aspects on

Consumer Brand Identification and its Impact on the

Brand Trust, Brand Loyalty and Brand Support and

Word of Mouth Advertising

Himan Mohamadi

Department of International Business Management, Faculty of Tehran North

Branch Islamic Azad University.

Movaghar Moghadam

Department of International Business Management, Faculty of Tehran North

Branch Islamic Azad University.

ABSTRACT

The present era is the era of competition between brands and attraction of customers.

Identification of brand and its drivers are of great importance to consumers and

companies in terms of all aspects. Many studies have been conducted on the brand

royalty but there is a little research on the consumer brand identification and its

ambiguity is evident to people and managers (Batachar & Sen, 2003). In terms of

objective, the present study is an applied research and in terms of method, it is

descriptive. The present study aimed to investigate the impact of different brand aspects

on the consumer brand identification and its impact on brand trust, brand loyalty and

brand support and word of mouth advertising of brand in the population of Iranian

consumers and on several types of products including cell phone and home appliances.

The data were collected using the questionnaire and in order to test the hypotheses,

analysis technique of factor structures was used by LISREL and SPSS software.

According to the results, the hypotheses of the impact of the similarity between an

individual and a brand, the brand credibility and brand social benefits on the consumer-

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891

brand identification are rejected and the hypotheses of the impact of the brand

distinction, the brand warmth and the brand experiences on the consumer-brand

identification are confirmed and also, the impact of this identification on the brand

loyalty, brand trust, word of mouth advertising and brand support are confirmed.

Keywords: consumer-brand identification - the similarity between an individual and a

brand – brand identification drivers-word of mouth advertising

Introduction

In the present era, known as the era of information, consumer’s recognition and

promotion of his perception of the brand are of the factors of business success.

Today, people of every social class want to be of a class of people who reflect

their own behavioral characteristics (Sameei and Nasr, 2011; Morphy, 1994).

Many studies have been conducted on the brand loyalty but there is a little

research on the consumer brand identification and ambiguity of this issue is

evident to managers and people (Batachar & Sen, 2003). Also, there is also very

little understanding about the drivers of this identification, the factors causing it,

when and why and how the brand is identified by consumers and how they brings

identity to the brands (Batachar & Sen, 2003). The studies conducted in the

present studied indicate that it is necessary for managers to understand the

variables and criteria further for consumer brand identification and to raise their

awareness in this field to penetrate the social class or targeted market more easily

(Nicola Stackburger- Soer, Ratenshoar, Sankar-Sen, 2012). The present study is

important due to two reasons: first, by recognizing the factors, the managers can

create incentives and stimuli with the brand and penetrate different parts of the

market and second, people choose a brand according to their personality. This

brand gives them a sense of calm and security, and they find their personal

characteristics within it and in this way, they can consider themselves at the

desired social class. The concept of consumer brand identification (CBI) make

the core of our understanding of how, when and why the brands help consumers

to express their identity and characteristics. The research conducted evaluates the

preliminaries of this concept and identification in a coherent theoretical

framework (Nicola Stackburger- Soer, Ratenshoar, Sankar-Sen, 2012). The

attempt to find the meaning of “self” (tan answer to a question “Who am I?”) is

an essential aspect of human (Black, 1988; Berger and Heath, 2007; Berier; 1991;

Klineh, Kelineh, Tajfel and Turner, 1985). According to Black (1988, p.160) “We

are what we have.”- what we buy, have and use, defines us for others and

ourselves and we match ourselves with the desired social classes. To a large

Different Brand Aspects on Consumer Brand Identification

899

extent, the statements have been accepted that the brands have more ability to

visualize, inform, and express the identities and favorable characteristics of the

consumer than other different aspects (Batachar & Sen, 2003; Scala and Batman

et al., 2009). The present study aimed to study the factors affecting the consumer

brand identification and also the impact of consumer brand identification on the

brand loyalty, brand trust, brand support and world of mouth advertising. For the

first time, a comprehensive review of the factors affecting the consumer brand

identification has been conducted in the cities of Tehran and Baneh (in Kurdistan

province) and, also its impact on some variables such as brand loyalty, brand trust,

brand support and mouth of word advertising has been investigated. The use of

several models and the extraction of a hybrid model are of the innovations of the

present study.

Research literature

Similarity between an individual and a brand: as in the literature of

organizational behavior, the similarity between an individual and an organization

means perception of being the same thing or knowing himself belonging to the

organization, here, similarity between an individual and a brand means that the

consumer sees himself and the brand as the same thing (Saor et al., 2012). Beyern,

in his studies, has shown that there is a positive linear relationship between the

attitude of the similarity between an individual and a brand and a greater

understanding of the brand (Bayern, 1971). Having similarity with a brand (in

contrast to the lack of similarity) increases the perception of the brand, which in

turn, of the attractions increasing the desire to the brand. However, having

similarity with a brand (in contrast to the lack of similarity) increases the users’

perception of the brand (personal and social) as well as the brand attraction

(Berger and Heath, 2007). The similarity between an individual and a brand may

be a sign more subtle than the brand reputation and recognition and also, it has

been predicted that consumers have more willing to identify the brand that they

have the similarity with it (Kandon and Crano, 1988).

Hypothesis1: similarity between an individual and a brand has positive

impact on the brand identification.

Brand distinction: it means the differences between a brand and product and the

products and brands of competitors in terms of quality, appearance and other

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022

features, that with them, it becomes easy for the consumer to separate a brand

from other brands (Hawkins et al., 2006).

Given the increasing competitive environment in today's world and the huge

volume of imitation products, companies are trying to increase their sales and

profitability by differentiating their products from others, so today, the strategy

of distinction is one of the main strategies that the companies use to survive and

become known among competitors (Katler, 2006).

Brand distinction is perceived as being unique and with it, the identity of a brand

is defined in relation with its competitors and it has been identified as one of the

drivers for consumer brand identification (Berger and Heath, 2007).

In the studies conducted, it has been discussed that psychologists point out those

differences clearly distinguishing a product or a brand, increase the likelihood of

being at risk and its identification because such differences are perceived

intellectually (Shahin, 2008).

Hypothesis2: brand distinction has positive impact on the brand

identification.

Brand credibility: credibility is widely defined as the believability of the goals

and desires of an independent entity at a particular time. Principally, brand

credibility is a summary of long-term engagement between the customers and

product suppliers in terms of service stability and brand belief (Sweeti & Swight,

2008).

The results of a study by Beik et al. (2010) show that brand credibility is of

significant components of consumer brand identification. Additionally, it has

been found that the role of brand credibility, for well-known products, affect the

brand identification (Beik et al., 2010).

According to the previous studies, each brand can place itself in a position that

each person is placed on that social class according to his characteristics, and

these characteristics increases the consumer brand identification (Sweeti and

Swight, 2008).

Hypothesis3: brand credibility has positive impact on the brand

identification.

Brand social benefits: social benefits means that organizations (brands) consider

the interests of society from their activities for consumers and suppliers,

employees, stakeholders, community and the environment in all operational

spaces, and organizations (brands) voluntarily take useful steps to improve the


028

quality of life of employees and their families in the local and wider communities

(Omidvar, 2012).

Consumers are more likely to recognize the brands that provide an opportunity

for them to interact with groups, communities or subcultures and this opportunity

is of great importance to the individual (Moniz & Ugovin, 2001).

Brand social benefits, which are defined as the opportunity and achievements of

social interaction resulted from a brand, is one of the drivers of consumer brand

identification (Nicola Stackburger- Soer, Ratenshoar, Sankar-Sen, 2012).

Hypothesis 4: brand social benefits have positive impact on the brand

identification.

Brand warmth: brand warmth is emotional reactions to the brand. An emotional

reaction takes place and leads to a lot of interest in the brand and this reaction is

not rational (Glick, Fisk et al., 2012).

A brand is largely perceived in a warm and emotional expression, not in a cool

and rational terms, and this warmth is one of the key determinants of the brand

identification (Carroll & Ahoia, 2006).

The studies show that the perception of brand warmth and competence affects the

brand identification. People’s perception of warmth is summarized in emotional

and behavioral reactions and perception of warmth is almost always evaluated

positively (Fisk et al., 2002).

Hypothesis 5: brand warmth has positive impact on the brand

identification.

Memorable brand experience: the concept of brand experience has been studied

since 1980s but it was firstly introduced in 1997 by Schmidt. Brand experience

originates from the interactions between a customer and a brand, a company or a

part of an organization (Schmidt, 2009).

In the studies conducted, it has been concluded that the final preliminaries of the

brand identification is a construct called memorable brand experience by

consumers and it is defined as the positive and emotional memories of the

consumer’s previous brand experience (Davis, 1979; Moore & Wilky, 2005).

In the studies on the experience of using the brand, the results showed that the

brand experience is not just secondary concept without any importance but it also

it can predict some concepts in the field of literature of the brand and increases

the perception of the brand and brand identification (Zaranetenelo and Schmidt,

2010).

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020

Hypothesis 6: memorable brand experience has positive impact on the

brand identification.

Brand: brand is a name, phrase or term, sign, symbol, design or combination of

them that aims to introduce a product or service supplied by a vendor or a group

of vendors and thereby distinguishing them from the products of rivals (Kutler,

1999).

Brand loyalty: Oliver (2005) defines loyalty as having deep commitment to

repurchase a product or service of interest, which, despite the situational impact

and the competitors' marketing efforts, will lead to repurchasing of a brand or a

set of products of a brand in the future (Oliver, 2005).

According to the studies conducted, brand identification has positive

consequences that brand loyalty can be mentioned as one of them. It plays a key

role in financial performance of a company and ultimately long-term success of a

company and brand (Gupta and Zitmal, 2006).

According to the studies conducted, it can be definitely said that customers who

identify and understand a particular brand further, more likely admire and be loyal

to the brand (Allegshimer, Dolakia and Herman, 2004).

Hypothesis 7: consumer brand identification has positive impact on the

brand loyalty.

Brand trust: brand trust is a relationship between consumers and the ability of

the brand to fulfill its determined commitment and efficiency. It is a way by which

customers trust the brands and also correct information on the product and brand

is provided to the customers (Chio and Yen, 2010).

According to the studies by Morgan and Hunt, one of the important factors

developing the brand trust is the brand identification, including both physical and

structural customer brand identification (Morgan and Hunt, 1994 and 2006).

According to the studies conducted on this topic, one of the important results of

brand identification is trust, because organizations or brands identified or known

by customers, are more likely kept in mind by frequent visits and this results in

the brand trust (Zii et al., 2009).


brand trust.

Word of mouth advertising: Arnet knows word-of-mouth advertising as a face-

to-face communication and consumers’ suggestions and recommendations about

products or companies to each other, and believes that these communications have


022

no commercial nature and the individuals involved in these communications do

not pursue a commercial purpose (Arnet, 1967).

Researchers believe that strong consumer brand identification can help a customer

to assess the brand better and this results in more positive and easier word-to-

mouth advertising (Michael Ahren, Hamzad, and Groen, 2005; Kenzel and

Holiday, 2008).

Kenzel and Holiday (2008) have conducted a study on automobile brands and the

results indicated that consumer brand identification leads to word-to-mouth

advertising (Kenzel and Holiday, 2008).


word-of-mouth advertising.

Brand support: it means defense of the brand (in terms of the social aspect) when

it is attacked in terms of negative aspects by others, and also, means defense of

the brand (physically) by purchasing and using it repeatedly in a way the logo and

brand are represented ( Batacharia and Sen, 2003 and Park et al., 2010).

According to the research conducted, one of the main consequences of the brand

identification is the promotion and support of companies and organizations and

brands (Ashforth and Mael 1989, Batachar and Sen 2003). Such promotion or

support can occur both socially and physically. Socially, support includes

recommending the company or proposing it as an employer to others or support

of the company when it is attacked in terms of customs and culture or the brand

is threatened structurally or cognitively. On the other hand, brand support can

physically include buying, using, and even repeating the purchase in a way that

the logo, brand or company name is represented (Katz, 1994).


brand support

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Table 1: Impact of dependent and independent variables and resources used

A model studied in the present study, was derived from two models represented

in two valid ISI papers published in the Journal of ELSEVIER. The first one was

developed in a study entitled “The drivers of customer brand identification” by

Nicola et al. (2010) and the second one was developed in a study entitled “The

key role of customer brand identification in developing brand royalty”. It was

conducted in Malaysia University by Nick Hashemi et al. (2015) and in it, the

impact of customer brand identification on the brand trust, brand loyalty and word

of mouth advertising has been investigated.

Research Impact variables Dependent Mediator Independent H

No Negative Positive

(saor et al., 2012) ---- ---- Has it Brand

identification

Brand self-

similarity

H1

(bayern, 1971) ---- ---- Has it

(berger and heath, 2007) ---- ---- Has it

(kandon and crano, 1988) ---- ---- Has it

(hawkins et al., 2006) ---- ---- Has it Brand

identification

Brand

distinction

H2

(berger and heath, 2007) ---- ---- Has it

(shahin, 2008) ---- ---- Has it

(katler, 2006) ---- ---- Has it

(sweeti & swight, 2008) ---- ---- Has it Brand

identification

Brand

credibility

H3 (beik et al., 2010) ---- ---- Has it

(sweeti and swight, 2008) ---- ---- Has it

(nicola stackburger et al.,

2012)

---- ---- Has it Brand

identification

Brand social

benefits

H4 (moniz & ugovin, 2001) ---- ---- Has it

(omidvar, 2012) ---- ---- Has it

(carroll & ahoia, 2006) ---- ---- Has it Brand

identification

Brand warmth

H5 (glick, fisk et al., 2012) ---- ---- Has it

(fisk et al., 2002) ---- ---- Has it

(moore & wilky, 2005) ---- ---- Has it Brand

identification

Memorable

brand

experience

H6

(zaranetenelo and schmidt,

2010)

---- ---- Has it

(schmidt, 2009) ---- ---- Has it

(davis, 1979) ---- ---- Has it

(allegshimer et al., 2004) ---- ---- Has it

Brand loyalty

Brand

identification

H7

(gupta and zitmal, 2006) ---- ---- Has it

(oliver, 2005) ---- ---- Has it

(zii et al., 2009) ---- ---- Has it

Brand trust

Brand

identification

H8 (chio and yen, 2010) ---- ---- Has it

(morgan and hunt, 1994 and

2006)

---- ---- Has it

(arnet, 1967) ---- ---- Has it

Word-of-

mouth

advertising

Brand

identification

H9 (michael ahren et al., 2005) ---- ----- Has it

(kenzel and holiday, 2008) ---- ---- Has it

( batacharia and sen, 2003) ---- ---- Has it

Brand

support

Brand

identification

H10

(katz, 1994) ---- ---- Has it

(park et al., 2010) ---- ---- Has it

(ashforth and mael 1989) ---- ---- Has it


022

Figure 1: Conceptual model

Methodology

Data collection method

In the present study, the data were collected using library method (using theses,

articles and websites) and field study (using standard questionnaire). Data

collection tools were three standard questionnaires: the questionnaires were

designed by (Nicola Stackburger- Soer, Ratenshoar, Sankar-Sen, 2012), (Davari

et al., 2015) and (Ballester and Allman, 2001). The present study is correlational

in terms of the study of relationship between the variables and it is an applied

study in terms of the objective. The population includes the consumers of home

appliances and cell phones. In the present study, the sample size was estimated

using Cochran formula because the population size was not known and people of

it were available. The sample size was estimated 384.

2

2 1

d

ppzn

The samples were selected using simple non-random sampling method. For data

analysis, regression method was used using hybrid data. The hypotheses were

tested through the results of regression models. For this purpose, SPSS software

and LISREL software were used.

Descriptive statistics

In the present study, in terms of gender, %65.6 and %34.4 of participants were

male and female, respectively (total n=384). In terms of education, %19.3, %9.6,

%49.7 and %21.4 of participants had the degree of diploma and below, associate’s

degree, bachelor’s degree, master’s degree and PhD’s degree, respectively. In

terms of age, %40.4, %36.7, %15.9 and %7 of participants were in the age groups

Brand warmth

Word-of-mouth

advertising

Brand trust

Memorable brand

experience

Brand loyalty

Consumer brand-

identification Brand social benefits

Brand credibility

Brand distinction

Brand support

Brand self-similarity

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022

of 30 years and younger, 31 to 40 years, 41 to 50 years and 51 years and older,

respectively.

Inferential statistics

In the present study, face validity of the questionnaire has been verified by 5

participants who had high degree expertise on the questions and the brand.

Content validity of the questionnaire has been verified by 4 specialist professors

in this field. Structurally, the convergent CR value is greater than 0.7 and the

divergent AVE value is greater than 0.5. In order to examine the reliability,

Cronbach's Alpha was used using SPSS software. It was estimated greater than

0.7.

Table 2: Examine the reliability, Cronbach's Alpha

Table 3: Convergent CR and AVE value

Variables α

Brand self-similarity 0/862

Brand distinction 776/0

Brand credibility 777/0

Brand social benefits 826/0

Brand warmth 784/0

Memorable brand experience 776/0

Brand loyalty 750/0

Brand support 767/0

Word-of-mouth advertising 808/0

Brand trust 863/0

Consumer brand-identification 852/0

Variables CR AVE

Brand self-similarity .731 .696

Brand distinction .828 .641

Brand credibility .847 .524

Brand social benefits .711 .566

Brand warmth .798 .612

Memorable brand experience .861 .596

Brand loyalty .740 .661

Brand support .791 .654

Word-of-mouth advertising .836 .726

Brand trust .853 .641

Consumer brand-identification .822 .738


022

Figure 2: Research model using structural equations

Figure 3: Structural equation model in the significance mode (t-value)

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021

Analysis of research hypotheses

Table 4: coefficients of the path, t-statistic and the results of research hypothesis

testing

Result

Coefficient of the

path ()

t-statistic

Hypotheses

Reject .0.0- .0.0- H1: Brand self-similarity has positive impact on the brand identification.

Accept .0.0 00.. H2: brand distinction has positive impact on the brand identification

Reject .0.0 .0.0 H3: brand credibility has positive impact on the brand identification

Accept .000 0000 H4: brand social benefits have positive impact on the brand identification

Reject .00. 00.. B5: brand warmth has positive impact on the brand identification.

Accept .000 .0.. H6: memorable brand experience has positive impact on the brand

identification

Accept 00.. 0.00. H7: consumer brand identification has positive impact on the brand loyalty

Accept .0.0 0000. H8: consumer brand identification has positive impact on the brand

trust:

Accept .0.. 000.0 H9: consumer brand identification has positive impact on the word-

of-mouth advertising.

Accept .00. 0.0.0 H10: consumer brand identification has positive impact on the brand

support

Conclusion Majority of the studies on brand identification have been conducted for the

penetration of the managers on the export side. However, in a little or maybe, no

research, all the important elements of the drivers of such identification for

managers have been mentioned or investigated. Additionally, almost all the

researchers have identified the management factors affecting the export

performance of the company and considered the use of theses drivers as an

important process. Therefore, according to the systematic literature review, a

performance model can be determined in order to improve the export by

identifying and using the drivers of this identification and this model can help

managers to focus on the characteristics and indicators of this identification and

use it as one of the important elements for increasing the export performance in

domestic and international markets. This conceptual model was analyzed based

on the variables of the brand identification which increase the export performance

and penetration of the managers in the market. They have been not mentioned in

the previous studies published in different journals. Identifiers of the brand

identification drivers among the managers can also be intrinsically categorized in

to two categories: attitudinal-intellectual characteristics and skill-based

characteristics. Skill-based characteristics are classified into the classes of

experience of export, foreign language skills, and a manager’s education. The

managers can use this model for better understanding of different drivers of skill-

based identification and this helps managers to raise the performance of the


029

company. Also, this model can be used to design a questionnaire to evaluate the

relative impact of brand identification variables on the export performance and

the company penetration in the market. Since the proposed framework is very

conceptual and the structures are based on several cases, the framework should

be empirically analyzed and validated through an empirical method, for example,

case study or questionnaire. Given the first objective, the factors affecting brand

identification were determined and the factors of brand distinction, brand social

benefits and memorable brand experience had positive impact on brand

identification and the factors of the similarity between an individual and a brand,

brand credibility and brand warmth had no impact on the brand identification.

Based on the second objective, brand identification had positive impact on brand

loyalty, brand trust, brand support and word of mouth advertising and it indicates

that the customers do the factors of brand loyalty, brand trust, brand support and

word of mouth advertising to the brand that they choose.

Suggestions

1. It is suggested to consider the consumer purchase intention variable as

dependent variable and the brand logo as independent variable in future studies.

2. Given that there is a little research on this topic, it is suggested to conduct

further research and consider the independent variables of the present study as

moderating or mediating variables and investigate other variables such as brand

association, brand awareness and brand equity.

3. In the present study, a questionnaire was used, it is suggested to use interview

in addition to questionnaire in the future studies in order to achieve more

accurate results.

4. It is suggested to test the model on other statistical samples and especially in

the metropolitan areas.

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082

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