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

This study investigated the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention. In addition, this study examined how the primary reference group's family and peer/friend affected individuals' perceptions of brand identity, brand-lifestyle congruence, brand satisfaction, and purchase intention through a multi-group structural equation model. A total of 610 valid and useable responses, collected from a social media channel, were analyzed. Grounded in social identity theory and self-congruity theory, a set of hypotheses was examined within a research model. The findings show that brand identity significantly affects brand lifestyle congruence, brand satisfaction, and repurchase intentions. In addition, brand-lifestyle congruence significantly affects brand satisfaction and repurchase intentions, with brand satisfaction also significantly affecting purchase intentions. Also, high-income and elderly consumers tend to ignore the family and peer effects. Middle-aged, middle-income men who value product origin show a strong brand perception, and are less influenced by family. In contrast, women, typically lower-income and price-focused, are more receptive to family and peer effects and generally indifferent to product origin. This research advances brand identity literature by examining the effects of brand brand-lifestyle congruence, brand satisfaction, and purchase intention. It suggests that the synergy between brand identity, brand lifestyle congruence, and brand satisfaction significantly enhances repurchase intentions. Besides, examining profiles in the context of brands, consumers, and reference groups contributes additional value to the field.

Ayşegül Acar, Naci Büyükdağ, Burak Türten, Ersin Diker, Gülsüm Çalışır