This study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention, examining the influence of family and peer/friend reference groups using a multi-group structural equation model. Analyzing 610 responses, the findings showed significant positive effects of brand identity on brand lifestyle congruence, brand satisfaction, and repurchase intention. Brand lifestyle congruence also positively affected brand satisfaction and repurchase intention, with brand satisfaction further influencing repurchase intention. High-income and elderly consumers showed less susceptibility to family and peer effects compared to middle-aged, middle-income men who valued product origin and were less influenced by family. Conversely, women, often lower-income and price-focused, were more receptive to family and peer effects. The study advances brand identity literature by examining the interplay of these factors and their moderation by reference groups.
