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The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model

Business

The role of brand identity, brand lifestyle congruence, and brand satisfaction on repurchase intention: a multi-group structural equation model

A. Acar, N. Büyükdağ, et al.

This study by Ayşegül Acar, Naci Büyükdağ, Burak Türten, Ersin Diker, and Gülsüm Çalışır explores the intriguing dynamics of brand identity and how it interplays with lifestyle congruence, satisfaction, and consumer repurchase intentions, influenced by familial and peer groups. Discover how demographics like income and gender shape these relationships!

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Playback language: English
Abstract
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.
Publisher
Humanities and Social Sciences Communications
Published On
Aug 28, 2024
Authors
Ayşegül Acar, Naci Büyükdağ, Burak Türten, Ersin Diker, Gülsüm Çalışır
Tags
brand identity
lifestyle congruence
brand satisfaction
repurchase intention
peer influence
family influence
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