Consumers' Identification With a Brand

The purpose of this paper is to construct a universal and valid measuring instrument of consumers’ identification with a brand. The findings based on a quantitative research of 596 Slovenian consumers show that consumers’ identification can be measured in two ways – either by using indicators or by measuring the congruity of consumer values and consumer personality with brand values and brand personality. However, measuring the identification as congruity of consumer values and personality with a brand is established as less adequate. The results also suggest that reference groups have an important influence on consumers’ identification, whereas identification greatly influences consumers’ commitment to a brand.