شناسایی برند – مصرف کننده: یک چارچوب تلفیقی از شناسایی برند، رضایت مشتری و تصویر قیمت و نقش آنها در وفاداری به برند و تبلیغ کلامی Consumer–brand identification revisited: An integrative framework of brand identification, customer satisfaction, and price image and their role for brand loyalty and word of mouth

INTRODUCTION Research has identified consumer–brand identification as one of the most important topics in marketing research and practice of the past decade (Lam, 2012). Many empirical studies report positive effects of higher degrees of identification on key indicators of marketing success, including customer satisfaction (Tusˇkej et al, 2013; Algesheimer et al, 2005; Ahearne et al, 2005), brand commitment (Tusˇkej et al, 2013), customer loyalty (Algesheimer et al, 2005; Homburg et al, 2009; Stokburger-Sauer et al, 2012; Wolter et al, 2015), repurchase (Kuenzel and Halliday, 2008), and willingness to pay a price premium (Del Rio et al, 2001; Haumann et al, 2014). Moreover, researchers emphasize that consumer–brand identification significantly increases customer extra-role behaviors, such as positive word of mouth (WOM), brand advocacy, and other supportive behaviors, for the benefit of the company (Ahearne et al, 2005; StokburgerSauer et al, 2012; Boenigk and Helmig, 2013; Wuyts, 2007). The resultant increased focus on identity-based marketing strategies is accompanied by marketing researchers’ and practitioners’ observation that purely satisfaction-based loyalty strategies increasingly fail (Homburg et al, 2009). Continuously rising customer expectations challenge companies to fulfill or outperform these expectations, and customer satisfaction no longer suffices to differentiate from competitors. Consumer–brand identification therefore has developed into the new strong force in marketing in recent years. As such, consumer–brand identification is considered as a crucial driver of marketing success (Bhattacharya and Sen, 2003). In particular, this construct stands out for its sustained, long-term effects on consumer behavior (Stokburger-Sauer et al, 2012) and its ability to forge long-term relationships (Boenigk and Helmig, 2013; 2003). As a consequence, marketers try to build high levels of brand identification among their customers. Focusing on relational rather than transactional aspects, identity-motivated marketing relationships (Lam, 2012) are closely linked to relationship marketing, in which this perspective has already been well established (Gro¨nroos, 2000; Bitneret al, 1997). In particular, Ahearne et al (2005) view the shift to identification as an expansion of the domain of relationship marketing, which helps to build even stronger customer relationships. Identification therefore seems to be the last step in the evolution of customer– company relationships, starting on a transactional basis, moving to a focus on enduring relationships, and ending in perceived oneness of consumers with brands. This notion emphasizes the important role of brands as relationship facilitators and substantiates their relevance for consumer decisions (Chaudhuri and Holbrook, 2001).