The role of consumer–brand identification in building brand relationships

The 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 consumersʹ identification. Consumers who identify with a brand tend to commit stronger to a brand and generate positive word of mouth. The results show that consumersʹ identification fully mediates the impact of value congruity on brand commitment. However, brand commitment does not mediate the impact of consumersʹ identification on generating positive word of mouth.