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

► We explore consumer and brand values congruity and its consequences.
► Congruity of consumer and brand values is related to consumers' identification.
► Strong consumer-brand identification leads to commitment and generates positive WOM.
► Consumers’ identification mediates the impact of value congruity on commitment.
► Results show that brands are important elements of consumers’ expressive portfolio.