Prestige has a positive effect on customer-brand identification. The more prestigious a brand, the more consumers identify with the brand as it symbolically reflects the wealth and social status of its buyers. These are several research conclusions presented by a doctoral student from the Faculty of Economics and Business UGM, Fitroh Adhilla, S.E., M.Si., in a public examination for her doctoral promotion at Auditorium of BRI, Faculty of Economics and Business UGM, Friday (8/10).
In her dissertation entitled Antecedents on Brand Identification Models and Their Effects on Consumer Behavior, she conducted research by distributing questionnaires to 340 respondents from the communities of CBR motorbike, Pajero, Fortuner, Mercedes Benz, and Honda car owners. Then, a validity test was carried out using face, content, and construct validity.
According to Fitroh, customer satisfaction strengthens customer-brand identification. Consumers will identify with the brand if they feel satisfied and content. “The brand meets customer expectation and they have positive consumption experience with it,” stated the Management lecturer of Universitas Ahmad Dahlan Yogyakarta.
She explained that the more consumers identify with a brand, the more they become committed to it. “A consumer will repurchase and is committed to using the same brand.”
Moreover, customer-brand identification also prompts a positive consumer contagion. The more consumers identify with a particular brand, the more likely they recommend it to others. “They even speak highly of the brand,” she said.
However, corporate communication is essential to strengthen brand identification. She advised companies to actively communicate with customers joining in the brand community. “Communication is given as the latest information about the products and daily information through online media. It aims to establish good relationships with customers,” she concluded.