UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
-------------------------------

Truong Thi Phan Thiet

ANTECEDENTS AND OUTCOME OF
CONSUMER BRAND IDENTIFICATION:
EMPIRICAL EVIDENCE FROM VIET NAM

MASTER OF BUSINESS (Honours)

Ho Chi Minh City, Year 2014


UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
-------------------------------

Truong Thi Phan Thiet

ANTECEDENTS AND OUTCOME OF
CONSUMER BRAND IDENTIFICATION:
EMPIRICAL EVIDENCE FROM VIET NAM

ID: 22120071

MASTER OF BUSINESS (Honours)
SUPERVISOR: NGUYEN THI MAI TRANG, Dr.

Ho Chi Minh City, Year 2014

ACKNOWLEDGEMENT
Firstly, I would like to express my sincere gratefulness to my supervisor Dr. Nguyen
Thi Mai Trang for her professional guidance, intensive advice, valuable support, continuous
encouragement that she gave me during the time doing this research.
Secondly, I would like to express my deepest gratitude to ISB Research Committee
(IRC). The critical comments and suggestions of committee have contributed significantly for
me to complete this research.
My truly thanks are also given to my ISB classmates as well as all people I know who
participated in filling the questionnaires and provided the valuable information for this study.
Last but not least, I would like to express my sincere thanks to all professors at ISB
for their teaching and guidance during my last two-year master course.

Truong Thi Phan Thiet
November 2014.

i


ABSTRACT
The concept of consumer-brand identification (CBI) mentions the way brands help
consumers articulate their identities. Based on prior researches in foreign countries, this study
proposes and tests an integrative theoretical framework of the antecedents and consequence
of CBI in Ho Chi Minh City, Vietnam.
The conceptual model includes three drivers of CBI (brand distinctiveness, brand
warmth, and memorable brand experiences), a moderator (product category involvement),
and one outcome (brand advocacy) are posited and tested with survey data from a sample of
523 consumers in Ho Chi Minh City, Vietnam.
The results show that there are only two antecedents merged from items of three

proposed drivers at the beginning: brand distinctiveness and memorable brand experiences.
The study confirms the positive influence of two new drivers to CBI, as well as the positive
relationship between CBI and its consequence - brand advocacy. Further, this research find
that product category involvement do not have moderate role in the effect of each antecedent
to CBI. Finally, theoretical and managerial significance of the findings are discussed.
Key words: Consumer-brand identification, Brand advocacy, Brand distinctiveness,
Brand warmth, Memorable brand experiences, Product category involvement

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TABLE OF CONTENTS

ACKNOWLEDGEMENT ................................................................................................... i
ABSTRACT .........................................................................................................................ii
TABLE OF CONTENTS ...................................................................................................iii
ABBREVIATION ............................................................................................................... vi
LIST OF FIGURES ........................................................................................................... vi
LIST OF TABLES ............................................................................................................. vi
CHAPTER 1: INTRODUCTION ...................................................................................... 1
1.1. RESEARCH BACKGROUND ................................................................................ 1
1.2. RESEARCH PROBLEMS ....................................................................................... 4
1.3. RESEARCH OBJECTIVES ..................................................................................... 5
1.4. RESEARCH DESIGN .............................................................................................. 5
1.5. SIGNIFICANCE OF THE STUDY ......................................................................... 5
1.6. THE STRUCTURE OF THE STUDY ..................................................................... 6
CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES .................................... 7
2.1. THE CONCEPT OF CONSUMER–BRAND IDENTIFICATION ......................... 7
2.2. ANTECEDENTS OF CBI ........................................................................................ 9
2.2.1. Brand distinctiveness ....................................................................................... 9

2.2.2. Brand warmth ................................................................................................. 10
2.2.3. Memorable brand experiences ....................................................................... 11
2.3. OUTCOME OF CBI: BRAND ADVOCACY ....................................................... 12
2.4. PRODUCT CATEGORY INVOLVEMENT AS A MODERATOR .................... 12
2.5. THE CONCEPTUAL MODEL .............................................................................. 13
CHAPTER 3: METHODOLOGY ................................................................................... 16
3.1. RESEARCH PROCESS ......................................................................................... 16
3.2. MEASURES OF THE CONSTRUCTS ................................................................. 19
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3.2.1. Consumer-brand identification....................................................................... 19
3.2.2. Brand distinctiveness ..................................................................................... 19
3.2.3. Brand warmth ................................................................................................. 20
3.2.4. Memorable brand experiences ....................................................................... 20
3.2.5. Product category involvement........................................................................ 20
3.2.6. Brand advocacy .............................................................................................. 21
3.3. QUESTIONNAIRE DESIGN ................................................................................ 21
3.3.1. Qualitative research ........................................................................................ 22
3.3.2. Quantitative research ...................................................................................... 23
3.4. DATA ANALYSIS METHOD .............................................................................. 24
3.4.1. Tests for reliability ......................................................................................... 25
3.4.2. Tests for validity ............................................................................................ 25
3.4.3. Tests for main effects ..................................................................................... 26
CHAPTER 4: DATA ANALYSIS AND DATA RESULTS .......................................... 28
4.1. SAMPLE CHARACTERISTICS ........................................................................... 28
4.2. THE RELIABILITY TEST: THE CRONBACH’S ALPHA TEST ...................... 29
4.3. EXPLORATORY FACTOR ANALYSIS (EFA) .................................................. 30
4.3.1. Results of EFA for independent variables ..................................................... 32
4.3.2. Results of EFA for dependent variables, mediate variable and moderator

variable ..................................................................................................................... 34
4.3.3. Correlation analysis of new dependent variables and independent variables 37
4.4. REGRESSION ANALYSIS ................................................................................... 37
4.4.1. Multiple regression analysis ........................................................................... 38
4.4.2. Simple linear regression ................................................................................. 40
4.4.3. Assessment the moderator impact by Hierarchical Multiple Regression ...... 41
4.5. EXPLANATION FOR THE FINDING RESULTS OF THE HYPOTHESES ..... 44
CHAPTER 5: CONCLUSIONS, IMPLICATIONS, AND LIMITATIONS ............... 48
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5.1. CONCLUSIONS .................................................................................................... 48
5.2. MANAGERIAL IMPLICATIONS ........................................................................ 48
5.3. LIMITATIONS AND FUTURE RESEARCH ...................................................... 50
References .......................................................................................................................... 52
Appendix A: Guideline For Qualitative In-Depth Interview ........................................ 57
Appendix B: Bilingual Questionnaire English – Vietnamse ......................................... 58
Appendix C: Results of Total Variance Explained ........................................................ 66
Appendix D: Scatter Plot, Histogram & Standardized for Multiple Regression ........ 67
Appendix E: Scatter Plot, Histogram & Standardized for Simple Regression ........... 70

v


ABBREVIATION
CBI

Consumer-brand identification

BA


Brand advocacy

BD

Brand distinctiveness

BW

Brand warmth

HCMC

Ho Chi Minh City

MBE

Memorable brand experiences

PCI

Product category involvement

LIST OF FIGURES
Figure 2.1. Conceptual framework............................................................................. 14
Figure 3.1. The research process ................................................................................ 18
Figure 4.1. Refined model .......................................................................................... 33

LIST OF CHARTS
Chart 4.1. Scatter Plot Multiple Regression ............................................................... 67

Chart 4.2. Histogram Multiple Regression ................................................................ 68
Chart 4.3. Standardized for Multiple Regression ....................................................... 69
Chart 4.4. Scatter Plot Simple Linear Regression ...................................................... 70
Chart 4.5. Histogram Simple Linear Regression ....................................................... 71
Chart 4.6. Standardized for Simple Linear Regression .............................................. 72

vi


LIST OF TABLES
Table 3.1. Coding of Consumer-brand identification item scales.............................. 19
Table 3.2. Coding of Brand distinctiveness item scales ............................................ 19
Table 3.3. Coding of Brand warmth item scales ........................................................ 20
Table 3.4. Coding of Memorable brand experiences item scales .............................. 20
Table 3.5. Coding of Product category involvement item scales............................... 21
Table 3.6. Coding of Brand advocacy item scales ..................................................... 21
Table 3.7. The results of collecting questionnaires .................................................... 24
Table 4.1. Sample Characteristics .............................................................................. 28
Table 4.2. The results of Cronbach’ alpha ................................................................. 29
Table 4.3. Pearson Correlations of all variables ........................................................ 31
Table 4.4. Result of KMO and Bartlett's Test ............................................................ 31
Table 4.5. Total Variance Explained of Independent Variables ................................ 66
Table 4.6. Rotated Component Matrix of Independent Variables ............................. 32
Table 4.7. The results of Cronbach’ alpha for new variables in Refined model ....... 34
Table 4.8. Total Variance Explained of CBI ............................................................. 66
Table 4.9. Component Matrix of CBI ........................................................................ 35
Table 4.10. Total Variance Explained of Brand Advocacy ....................................... 35
Table 4.11. Component Matrix of Brand Advocacy .................................................. 36
Table 4.12. Total Variance Explained of PCI ............................................................ 36
Table 4.13. Component Matrix of PCI....................................................................... 37

Table 4.14. Pearson Correlations of dependent and independent variables .............. 37
Table 4.15. Model Summary - Multiple Regression .................................................. 38
Table 4.16. Residuals Statistics - Multiple Regression .............................................. 39
Table 4.17. ANOVA - Multiple Regression .............................................................. 39
Table 4.18. Coefficients - Multiple Regression ......................................................... 40
Table 4.19. Model Summary - Simple Regression .................................................... 40
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Table 4.20. ANOVA - Simple Regression ................................................................. 41
Table 4.21. Coefficients - Simple Regression ............................................................ 41
Table 4.22. Correlations - Hierarchical Multiple Regression .................................... 42
Table 4.23. Model Summary - Hierarchical Multiple Regression ............................. 43
Table 4.24. ANOVA - Hierarchical Multiple Regression ......................................... 43
Table 4.25. Coefficients - Hierarchical Multiple Regression .................................... 44
Table 4.26. Summary of hypotheses testing result .................................................... 47

viii


CHAPTER 1: INTRODUCTION
1.1. RESEARCH BACKGROUND
From the early 2000s, Vietnam has applied sequenced trade liberalization, a two-track
approach opening some sectors of the economy to international markets while protecting
others. In July 2006, Vietnam updated its intellectual property legislation to comply with
TRIPS, and it became a member of the WTO on 11 January 2007. At a result, more and more
international brands enter to the domestic market. The customers have more options when
making purchase decision.
Besides, the explosive growth in internet use is fundamentally changing Vietnam’s
economy and society. Internet surpassed newspapers and radio to become popular media in

Vietnam, according to Net Index survey in 2011 (Sem Vietnam, 2011). Accordingly, e-mail
(60%) and text messaging (73%) are two means of connecting online vogue. Seeing news
online, accessing the portal home page and searching via engines are three online activities
most common in turn accounted for 97%, 96%, and 96% of the participants (Sem Vietnam,
2011). Sem Vietnam (2011) also reports the number of users participating in social networks
increased from 41% in 2010 to 55% in 2011. The Vietnamese, especially the youth, now can
easily approach the information of products, and interested in the concepts “brand” and
“personal identification” more than ever. This matter is clearly indicate when Vietnamese
people making purchase decision for high-involvement products.
For tangible products, when the information tends to digital and online from
universities to offices, there is a tendency of increasing rapidly in need of high-tech devices
such as laptop in Vietnam. Laptop becomes one of important and popular devices for both
academic and business purposes. However, since 2009, sales of laptop have been influenced
greatly from the powerful explosion of smart mobile devices such as smartphones and tablets.
Results of the survey research firm NDP are conducted in the end of 2012 recorded a
spectacular growth of tablet devices and smartphones, and this has contributed to the pressure
that makes the number of laptops in global decrease. This tendency is not exclusive of
Vietnam. The narrower the laptop market is gradually narrow due to the sharply increasing
of smart phones and tablets, the competition between laptops manufactures is fiercer. In 2013,
1


this fight in laptop market even more decisive.
For services, to adapt with integration trend, the need to learn and improve foreign
languages in general, and English in particular is rising dramatically. At a consequence, the
language center, especially in big city as Ho Chi Minh City race to catch up the growing up
trend. According to the Department of Education and Training in Ho Chi Minh City, in 2009,
the city had 207 foreign language training institutions, accounting for 41.24% of the total
number of training institutions hours culture of the city. By 2010, this number had increased
to 217 (Nam Tu & Nguyen Tuan, 2010). However, in contrast to the amount of development,

the quality of teaching has exposed many shortcomings of concern. There still no formal
assessment of the quality of teaching in these language centers, people who need to study
usually search references in the individual posts on the internet.
According to Nielsen Research Company, although the index of consumer confidence
Vietnam increased in the first quarter of 2013, including significant demand for technology
products; nevertheless, choosing the products that align finance ability still the mainstream of
customers. The development of the internet in Vietnam creates for consumers the easier
approach to market information, reliable research results, and expert opinion. Basing on this
facilitation, consumers could make decision deliberately and wisely. Thus, competition
becomes harsher and the role of brand becomes more important.
From the early decades of the 21st century, in generally Vietnam enterprises have
certain awareness of the importance and significance of branding issues and its role for the
development of the corporation. Branding is one of the important determinants of corporate
positions, which contribute significantly to improving efficiency competitiveness. However,
the concept of the corporate brand in Vietnam remains largely derived from short-term goals,
immediate benefits, under the pressure of sales, lack of long-term vision, and even contains
emotional nature. In fact, many businesses are not fully aware of the need to build and brand
development, wasting a lot of time and may miss many good opportunities benefit due to
there are no explicit brand strategy. Besides, Vietnam corporations still not appreciated the
contribution of elements related to customer identification in branding.
During the last decade of 20th century to first ten years of the 21st century, many
2


researchers have confirmed that one of fundamental aspects of the human condition is striving
for a sense of self (Belk, 1988; Berger & Heath, 2007; Brewer, 1991; Kleine, Kleine, &
Kernan, 1993; Tajfel & Turner, 1985). Furthermore, what a person buy, own, and consume
define himself or herself to others as well as to ourselves, or we can say succinctly as Belk
(1988, p. 160), “we are what we have”. In this domain, brands have the ability to embody,
inform, and communicate desirable consumer identities (Bhattacharya & Sen, 2003; Escalas,

2004; Escalas & Bettman, 2003, 2009; Fournier, 1998, 2009; Lam, Ahearne, Hu, &
Schillewaert, 2010; Levy, 1959; Strizhakova, Coulter, & Price, 2008; Tsai, 2005). Just as
brands create functional and emotional value for consumers (de Chernatony et al., 2011),
brand advocacy is one form of value creation by customers in this way. Consumers become
“brand advocates” when they are highly involved with a brand, and offer invaluable positive
word of mouth (WOM) about the brand to others (Wragg, 2004). This is the way to enhance
competitive edges for businesses.
Besides, a growing body of studies has focused on what it means for consumers to
identify with brands and the implications of such consumer-brand identification for both
consumer behavior and effective brand management (e.g., Chernev, Hamilton, & Gal, 2011;
Escalas & Bettman, 2003, 2009; Lam et al., 2010). In other approach, Stokburger-Sauer et al.
(2012) have defined the antecedents and consequences of consumer-brand identification.
In the context of the Vietnamese economy, with a population structure that the young
people accounts for more than half, whom in the rapid development of e-commerce as well
as social media networks have better understanding of the brand, the struggle in competition
for corporation is more diversified and competing to maintain the commitment of customers.
Therefore, acknowledge of consumer-brand identification could bring considerable
significance and contribution in evaluating marketing strategy as well as brand development
of a business.

3


1.2. RESEARCH PROBLEMS
In Vietnam, the customers’ awareness about brand grows more and more with the entry
of worldwide brand. The crucial role of brands in the construction and maintenance of
consumers' identities is not new (Keller, 1993; Levy, 1959). However, during the first decade
of the 21st century, the researches about identification of customer with a brand conducted in
Vietnam context still scared. Therefore, the manager in the Vietnamese corporations had
lacked of the vision about applying consumer-brand identification in building brand advocacy

for creating advantage competition.
In order to fulfill this gap, this study is going to be examined the antecedents and
outcome of consumer-brand identification, which had several reliable studies in abroad
(Escalas & Bettman, 2003; Lam et al., 2010; Nicola et al., 2012; Papista & Dimitriadis, 2012;
Donavan et al., 2006; Kuenzel and Hallyday, 2008; Stokburger-Sauer et al., 2012). According
to these studies, a brand can effect customer identification through key elements come from
the unique, distinctive of product or service. Besides, the positive impressions and emotions
about a brand also have the significant contribution to customer-brand identification. The
studies mentioned above also propose there is a relationship between experiences customer
had when using a product or service with the way customer identified themselves with their
brand. In the context of the Vietnamese economy, with the explosion of information
technology, social network and the speedy entry of worldwide brands, among factors that
these researches recognize as drivers of consumer-brand identification, there are three
prominent factors are brand distinctiveness, brand warmth, and memorable brand
experiences.
Based on the discussions about the consequence of consumer-brand identification from
these researches, this study also assesses the effect of consumer-brand identification to
important outcome - brand advocacy. In addition, this research also considers the moderate
of product involvement factor for an insight view about consumer-brand identification and
brand advocacy in Ho Chi Minh City, Vietnam.

4


1.3. RESEARCH OBJECTIVES
The overall objective of this study is to examine the impact of three factors (brand
distinctiveness, brand warmth, memorable brand experiences) on consumer-brand
identification as well as the effect of consumer-brand identification on brand advocacy in Ho
Chi Minh City, Vietnam.
In additional, it examines the moderating effect of product category involvement on

the relationship between each of three antecedents and consumer-brand identification,

1.4. RESEARCH DESIGN
The research conducts on consumers in Ho Chi Minh City, which one of the biggest
city in Vietnam. Trading activities and demographic in this city are diverse and extending.
The questionnaire is translated into Vietnamese. After in-depth interviews with eight
people each question, Vietnamese questionnaire is modified before applying widely. The
main survey collects data and test the measurement and structural models.
All items in this study are measured by a seven-point Likert scale from “1 = strongly
disagree” to “7 = strongly agree”. This study uses convenience sample, self-administered
survey method. The sample size at 523 observations, 1080 questionnaires is delivered to
participants via email or hard copy. Data was analyzed with SPSS 22, Cronbach alpha were
used to examine the reliability, EFA were used for test the validity; and Regression Analysis
(Linear, Multiple, and Hierarchical) was taken for test hypotheses.

1.5. SIGNIFICANCE OF THE STUDY
Through assessment the effect of brand distinctiveness, brand warmth and memorable
brand experiences to consumer-brand identification then impact to brand advocacy, we can
approach more effective branding strategies, which recognize the importance role of
consumer-brand identification in Vietnam context. In addition, the study provides specific
tactics for managers in Vietnamese corporations in order to control and consolidate
antecedents of consumer-brand identification. Besides, based on the results of this study, we
can define the direction to apply consumer-brand identification in building brand advocacy.
5


Thereby, Vietnamese corporations can enhance and maintain sustainable competitive
advantages from competitors.

1.6. THE STRUCTURE OF THE STUDY

This paper includes five chapters:
* Chapter 1: Introduction
This chapter presents the research background of the study, research problems,
research objectives, research scopes, and methodology. The significance of the study, and the
research structure also be mentioned.
* Chapter 2: Literature review and hypotheses
In this part, the author refers the fundamental theories and definition of each mentioned
concept. Besides, the authors make comparison prior researches to discuss more deeply about
the relationship between construct. Based on these foundations, the author presents theoretical
modeling as well as proposes hypotheses and the conceptual model of the study.
* Chapter 3: Research Methodology
The content of this chapter details about the research design, methodology and
illustrate the process of conducting the research. The measurement of constructs, the
questionnaire design, sample, and chosen data analysis method are discussed in details.
* Chapter 4: Data analysis and data results
For this chapter, the author summaries the characteristics of collected samples and
presents the results of the research after analyzing collected data, both for measurement model
and structural model. From that result, the author draws the conclusions for the research
hypotheses proposed in Chapter 2.
* Chapter 5: Conclusions, implications and limitations
This chapter performs the main results of the research, the contribution of the study in
management theory and practice as well as the limitations of the study for future research
direction.

6


CHAPTER 2: LITERATURE REVIEW AND HYPOTHESES
In this chapter, the researcher presents the literature review, proposed hypotheses, and
conceptual framework of the research. Firstly, this chapter discusses the construct consumerbrand identification. Secondly, three antecedents of consumer-brand identification are

presented deeply. Thirdly, the authors consider the outcome of consumer-brand identification.
The chapter continues with discussion about the moderate role of Product category
involvement. Finally, the author summarizes all proposed hypothesis and illustrated them
through the conceptual model.

2.1. THE CONCEPT OF CONSUMER–BRAND IDENTIFICATION
As Levy (1959) mentioned a brand can be recognize as carrier of symbolic meanings.
When a person consider to brand of the product when making purchasing decision, it means
that person not only buy that product, but also the value contained in its brands. In that way,
own a product can help consumer satisfy their desires for reveal or confirm their identity at a
certain level. Hence, the self-identity has a relationship closely with brand of product, in the
other approach that is the organization identity. This opinion is supported by organizational
behavior literature, wherein identification typically has been mentioned as a perception of
oneness with or belongingness to some human aggregate (Ashforth & Mael, 1989; Bergami
& Bagozzi, 2000; Bhattacharya et al., 1995; Mael & Ashforth, 1992; Stuart, 2002).
Stokburger-Sauer et al. (2012) defined consumer-brand identification as a consumer's
perceived state of oneness with a brand, is a valid and potent expression of our quest for
identity-fulfilling meaning in the marketplace of brands.
This idea also persistent with study of Tajfel & Turner (1985) about social identity
theory, which declared through the connection of an individual with social groups or
organizations, that person defines his or her self-concept to enhance self-esteem. Bhattacharya
and Sen (2003) in the research about consumer-company identification also state
identification with a company as an active, selective, and volitional act motivated by the
satisfaction of one or more self-definitional needs. However, state of consumer-brand
identification is not exactly the same with the process of comparison of self-identity with
7


brand identity. It could be considered as an aspect of self-brand connection.
Escalas and Bettman (2003, 2009) define the construct of self-brand connections as

the extent to which an individual has incorporated a brand into his or her self-concept.
Besides, the constructs in related researches such as brand-self connection of Park et al.
(2010), self-connection from Fournier's study (2009) provide narrower notions about
consumer-brand identification. Comparing with Escalas and Bettman (2003, 2009), these
author excludes the potential motivations guiding such self-brand connections, which could
not really contribute to consumer-brand identification in their studies.
In a different approach, Lam et al. (2010) definied consumer-brand identification as a
customer's psychological state of perceiving, feeling, and valuing his or her belongingness
with a brand (p. 130). Accordingly, these authors considered consumer-brand identification
as a formative construct composed of three dimensions:
(1) The cognitive dimension which similar to the notion of cognitive organizational
identification in the study of Bergami and Bagozzi (2000),
(2) The emotional consequences of brand usage serve,
(3) “Evaluative consumer-brand identification”, defined as “whether the consumer
thinks the psychological oneness with the brand is valuable to him or her individually and
socially” (Lam et al., 2010, p. 137).
However, Stokburger-Sauer et al., (2012) do not agree that brand partner value as part
of the construct of identification. These authors respect that the social benefits of a brand can
actually influence brand identification, thereby serving as an antecedent to the construct rather
than being an integral part of it. Bergami and Bagozzi (2000) argue that the emotional
consequences of identification must be kept separate from the state of identification.
Consistent with the theory of Park et al. (2010); Bergami and Bagozzi (2000); and StokburgerSauer et al. (2012), this paper view consumer-brand identification primarily as a cognitive
representation, albeit one that can have an abundance of emotional associations. More
generally, this paper regard consumer-brand identification as different from the pure
emotional bond, that is embodied in the concepts of emotional brand attachment (Malär,
Krohmer, Hoyer, & Nyffenegger, 2011) and brand love (Batra, Ahuvia, & Bagozzi, 2012;
8


Carroll & Ahuvia, 2006).


2.2. ANTECEDENTS OF CBI
The need for identification is thought to be motivated by one or more higher-order selfdefinitional needs (Brewer, 1991; Kunda, 1999; Tajfel & Turner, 1985). The need for
uniqueness is the outstanding among them. This type of needs are likely to drive identification
in the consumption domain are that for self-distinctiveness (Berger & Heath, 2007;
Bhattacharya & Sen, 2003; Chernev et al., 2011). Based on this drivers, the identification with
a brand is related to the extent to which a person perceives the brand to have the
distinctiveness.
Besides, many theories of social identity and identification based on self-definitional
needs mainly focus on the cognitive construction of the self. Hence, these theories do not fully
recognize for the nature of the factor that glue consumers to brands. Meanwhile, brands are
things that we consume, often over time and repeatedly, thereby implicating aspects of the
consumption experience itself as integral to why we identify with some brands and not many
others (Escalas, 2004; Escalas & Bettman, 2003; Fournier, 1998; Holt, 2005; McAlexander
et al., 2002; Thompson et al., 2006; Thomson et al., 2005). Therefore, Stokburger-Sauer et
al., (2012) consider the phenomenology of consumers' interactions with brands and proffer
additional antecedent factors of consumer-brand identification. These antecedents include to
which consumers (1) feel that interactions with a brand help them connect with important
social others, (2) perceive a brand warmth, and (3) have interesting memories of brand
experiences. In summary, this study is focus on three antecedents: brand distinctiveness,
brand warmth, and memorable brand experiences.

2.2.1. Brand distinctiveness
People strive to distinguish themselves from others in social contexts (e.g., Tajfel &
Turner, 1985). Snyder and Fromkin (1977) submit the theory of uniqueness positions, which
consider the need of distinctiveness as a key component of people's drive to feel good about
themselves (i.e., self-esteem). Brewer (1991) has developed this theme further in the theory
9



of optimal distinctiveness, which suggests that people attempt to resolve the fundamental
tension between their need to be similar to others and their need to be unique by identifying
with groups that satisfy both needs.
Tepper Tian et al. (2001) has talk about the expression of distinctiveness in the
consumption realm is perhaps reflected in the labeled as consumer's “need for uniqueness”.
This construct defined as “an individual's pursuit of differentness relative to others that is
achieved through the acquisition, utilization, and disposition of consumer goods for the
purpose of developing and enhancing one's personal and social identity” (p. 50).
Therefore, this study posits the brand distinctiveness is a key precursor to a consumer's
desire to identify with that brand (see also Berger & Heath, 2007). The research of Thompson
et al. (2006), which has documented that consumers often seek to affirm their identities via
consumption of brands that are perceived as being the polar opposites of mass-production,
mass-consumption brands, provides further support for this argument.
Stokburger-Sauer et al., (2012) say, all else being equal, brands with identities that set
them apart from their rivals will be more likely to be identified with, provided, of course, that
the basis of this distinctiveness is not perceived as entirely undesirable or negative. Hence,
brand distinctiveness can be defined as the perceived uniqueness of a brand's identity in
relation to its competitors. It means the more a consumer perceives a brand to be distinctive,
the more the person will identify with that brand.
H1. There is a positive relationship between brand distinctiveness and consumerbrand identification.

2.2.2. Brand warmth
Research in the person's perception area provides a similar dichotomy by theorizing
that the content of people's stereotypes can be organized with two key perceptual dimensions,
“warmth” and “competence” (Fiske, Cuddy, Glick, & Xu, 2002).
Stokburger-Sauer et al., (2012) suggest that a similar warm versus cold distinction can
be applied to brands. Based on a brand's product category, its positioning via marketing
communications (e.g., Apple vs. Dell; Rathnayake, 2008), and its salient or differentiating
10



attributes, the brand's personality can come across as relatively warm or cold (Aaker, 1997;
Fournier, 1998; Keller, 2004). Furthermore, the warm-cold distinction as applied to brands is
relatively independent of perceptions of brand quality, reliability, and functionality in the case
of person perception (Fiske et al., 2002). Therefore, a brand is perceived in warm, emotional
terms rather than in cold, rational ways is a key determinant of consumer-brand identification.
This conception is expressed by research on brand love, the passionate attachments
that some consumers form with brands, which is associated primarily with hedonic brands
(Carroll & Ahuvia, 2006). Accordingly, warm brands are properly stronger and more
meaningful candidates for identification than cold brands, and consumers will have more
intense feelings about warmer brands and the role of those brands in their lives than they will
about colder brands (Fournier, 1998; Park et al., 2010).
H2. There is a positive relationship between brand warmth and consumer-brand
identification.

2.2.3. Memorable brand experiences
Brands vary in the extent to which they provide their consumers with memorable
experiences (Stokburger-Sauer et al., 2012). Park et al., (2010) say, some brands do not
occupy a salient position in memory in spite of frequent usage, while other brands, even when
infrequently used, can leave an indelible, affectively charged mark on the consumer's
consciousness. Hence, these brands make the consumer periodically relives the positive
experience.
The work of Arnould and Price (1993) documents the nature of such emotional as well
as memorable brand experiences stemming from an extraordinary consumption activity.
Escalas (2004), Sujan et al. (1993) also give further supported for the role of memorable brand
experiences is by consumer research on autobiographical memories and narrative processing.
Accordingly, memorable brand experiences is an antecedent of consumer-brand
identification, which defined as the extent to which consumers have positive, affectively
charged memories of prior brand experiences. Such brands are more likely to play a defining
role in a person's sense of self due to increased co-mingling of brand-related thoughts with

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self-related thoughts (Davis, 1979; Moore & Wilkie, 2005). Additionally, such experiences
are often likely to result from narrative rather than discursive processing, as the former has
been found to build stronger connections between the consumer and the brand (Escalas,
2004).
H3. There is a positive relationship between memorable brand experiences and
consumer-brand identification.

2.3. OUTCOME OF CBI: BRAND ADVOCACY
Advocacy, in other words, the promotion of the identified-with organization or
company is one of the key consequences of identification (e.g., Ashforth & Mael, 1989;
Bhattacharya & Sen, 2003) and can take place both socially and physically. Socially,
advocacy includes the recommendation to others or the defense of the company when it is
attacked by others (Stokburger-Sauer et al., 2012). Physically, advocacy can involve buying
and using company merchandise that displays the company logo or name, collecting
memorabilia, apparel, or even acquiring tattoos (Katz, 1994).
Accordingly, Stokburger-Sauer et al., (2012) suggest that CBI produce brand
advocacy, at least in the social sense of the brand's promotion to social others. Park et al.
(2010) also report a strong influence of brand attachment on such promotion behavior.
Furthermore, the research of Ahearne et al. (2005) shows that customer-company
identification affects customer extra-role behaviors, which was measured in part through
company recommendation. Therefore, this study expects CBI has positively related to brand
advocacy.
H4. There is a positive relationship between consumer-brand identification and brand
advocacy.

2.4. PRODUCT CATEGORY INVOLVEMENT AS A MODERATOR
Product category involvement (PCI) is generally understood as the perceived relevance

of a product category to an individual consumer based on his or her inherent values, needs,
and interests (Zaichkowsky, 1985). There are two reason for expecting PCI as a moderate
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factor in the relationship between the various antecedents and CBI.
First, as Bloch & Richins (1983) suggests, product categories are more enticing to
people when they associate them with important higher-order goals, such as value
satisfaction. Second, people are more motivated to systematically process information
pertaining to categories with which they are more involved (Chen & Chaiken, 1999).
Stokburger-Sauer et al. (2012) document: “All else being equal, consumers' knowledge
structures regarding high (vs. low) involvement product categories are more likely to contain
deeply processed and highly elaborated beliefs regarding brands' abilities to meet selfdefinitional needs. To the extent that judgments of a brand's standing with regard to each of
the six posited antecedent variables, and an assessment of the implications of these
perceptions for identification, require cognitive resources and effort, these influences are
more likely to materialize in product categories where the consumer is highly involved. That
is, high (vs. low) PCI should enhance not only a brand's perceived ability to meet a consumer's
self-definitional needs but also a person's motivation to process relevant information in that
regard”.
H5. The higher a consumer's involvement in the product category in which a brand
belongs, the stronger the relationship between (a) brand distinctiveness and consumer-brand
identification, (b) brand warmth and consumer-brand identification, and (c) memorable
brand experiences and consumer-brand identification.

2.5. THE CONCEPTUAL MODEL
Based on the review of the previous literature and hypotheses presented, the following
conceptual model is proposed.

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Product Category
Involvement

H5a,b,c (+)
Brand
Distinctiveness

Brand Warmth

H1 (+)

H2 (+)

ConsumerBrand Identification

H4 (+)

Brand
Advocacy

H3 (+)
Memorable Brand
Experiences

Figure 2.1. Conceptual framework

In summary, this chapter mentions about definition and theoretical background of each
concept in the model. From previous literature, there are three antecedents affect consumerbrand identification: brand distinctiveness, brand warmth, and memorable brand experiences.
Besides, brand advocacy is the outcome of consumer-brand identification. The research also

considers Product category involvement as a moderator factor. There are seven hypotheses in
this research as following:
 H1: There is a positive relationship between consumer-brand identification and brand
advocacy;
 H2: There is a positive relationship between brand distinctiveness and consumer-brand
identification;
 H3: There is a positive relationship between memorable brand experiences and
consumer-brand identification;
 H4: There is a positive relationship between memorable brand experiences and
consumer-brand identification;
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 H5a: The higher a consumer's involvement in the product category in which a brand
belongs, the stronger the relationship between brand distinctiveness and consumerbrand identification;
 H5b: The higher a consumer's involvement in the product category in which a brand
belongs, the stronger the relationship between brand warmth and consumer-brand
identification;
 H5c: The higher a consumer's involvement in the product category in which a brand
belongs, the stronger the relationship between memorable brand experiences and
consumer-brand identification.

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