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

The paper explores how consumption is intertwined with identity formation, group relations, and lifestyle choices. Brands act as cultural symbols that help consumers express self-concept and social identities, often prioritizing symbolic over functional needs. In crowded markets, clear brand identities (distinctiveness, prestige) can align with consumer lifestyles and shape loyalty. Despite substantial work on brand identity and consumer behavior, the role of social identities and reference groups (family, peers/friends) in mediating the links between brand identity, lifestyle congruence, satisfaction, and repurchase intention remains underexplored, particularly in culturally diverse, developing markets like Türkiye. This study addresses this gap by examining: (1) whether brand identity influences brand-lifestyle congruence, satisfaction, and repurchase intention; (2) whether brand-lifestyle congruence influences satisfaction and repurchase intention; (3) whether satisfaction drives repurchase intention; and (4) how family and peer/friend reference groups moderate these relationships. The research provides context-specific insights for understanding consumer-brand relationships through the lenses of social identity and self-congruity theories.

Brand identity: A strategic, enduring framework that shapes customer perceptions and interactions, fostering trust, distinctiveness, and loyalty by delivering functional, emotional, and self-expressive value beyond visual elements. Strong identities communicate uniqueness and prestige, aligning with consumers’ symbolic needs and enhancing brand-customer bonds. Brand-lifestyle congruence: Captures alignment between a brand’s ethos and consumers’ lifestyles (values, preferences, consumption patterns). Lifestyle is a powerful predictor of behavior, often surpassing demographics, and brands that resonate with consumer lifestyles build loyalty via symbolic benefits, emotional connections, and relevance. Influence of reference groups and theoretical integration: Social identity theory posits that group memberships inform self-concept and guide behavior. In-group (family, peers) and out-group dynamics shape brand perceptions and preferences. Companies create social systems tailored to cultural realities; lifestyle serves as a tangible reference point influenced by social identities. Understanding reference groups is critical for effective strategies that enhance loyalty and engagement in non-Western markets. Hypothesis development: Based on self-concept and self-congruity theories, consumers prefer brands congruent with their self-image. Proposed hypotheses: H1: Brand identity → brand-lifestyle congruence (+). H2: Brand identity → brand satisfaction (+). H3: Brand identity → repurchase intention (+). H4: Brand-lifestyle congruence → brand satisfaction (+). H5: Brand-lifestyle congruence → repurchase intention (+). H6: Brand satisfaction → repurchase intention (+). H7: Family effect moderates the model. H8: Peer/friend effect moderates the model.

Design and sampling: Cross-sectional survey of consumers aged 18+ in Türkiye using convenience sampling. Respondents selected a favorite brand and completed the questionnaire accordingly. Data were collected online (Google Drive) via social media channels (Facebook, Twitter, LinkedIn) in early 2020. After removing incomplete responses, N=610 valid cases remained. Participation was voluntary with no incentives. Questionnaire preparation: Scales translated from English to Turkish by three marketing academics; back-translated by two others. A pilot test with 75 participants ensured clarity and face validity. Measures: Seven-point Likert scales (1=strongly disagree to 7=strongly agree). Brand identity (5 items) and repurchase intention (3 items) adapted from Torres et al. (2017); brand-lifestyle congruence (3 items) from Nam et al. (2011a); brand satisfaction (3 items) from Davvetas and Diamantopoulos (2017). Reference group indicators: two dichotomous questions assessed whether family members and peers/friends use/have used the chosen brand to classify participants for multi-group analysis. Sample profile (selected): 53.9% women; 46.1% men. Income: 39.8% ≤3000 TRY, 48.4% 3001–7000€, 11.8% ≥7000€. Education: 12.9% associate or lower, 54.3% undergraduate, 32.8% postgraduate. Regional spread across Türkiye (largest share Mediterranean 46.4%). Sectors liked most: clothing (32.8%), automotive (17%), technology (14.1%), sportswear (9.8%). Social influence indicators: 92.8% reported peers use the same brand; 79.5% family members do; 42.3% price-oriented vs. 57.7% brand-oriented. Analysis: Covariance-based structural equation modeling (SEM) with maximum likelihood estimation. First, confirmatory factor analysis (CFA) assessed measurement validity and reliability (CR>0.7; AVE>0.5; discriminant validity achieved). Normality: K-S and Shapiro–Wilk p=0.00; skewness and kurtosis within −1 to +1; large sample size invoked CLT. Common method bias checks: Harman’s single-factor (45% variance) and latent methods factor (34% at constrained loading 0.58) indicated CMB not problematic (<50%). Structural model: Global fit indices met recommended thresholds (e.g., χ²/df=3.38, CFI=0.97, SRMR=0.041, RMSEA=0.063). Explained variance: brand-lifestyle congruence (R²=14%), brand satisfaction (R²=51%), repurchase intention (R²=56%). Multi-group SEM: Moderation by family and peer/friend reference groups was tested via constrained vs. unconstrained models and local path comparisons. Overall fit for multi-group: χ²/df=2.772, CFI=0.961, RMSEA=0.051, GFI=0.924, AGFI=0.887. Family effect showed significant moderation at the model level (p=0.005); peer effect showed no overall moderation (p=0.078) but did moderate specific paths. Study 2—Multiple correspondence analysis (MCA): Explored consumer profiling across reference group effects (family, peer), demographics (gender, age, income), sector, product origin importance, and price/brand orientation. Identified clusters linking brand perceptions and repurchase with demographic/sectoral characteristics.

Direct effects (SEM; standardized estimates, p=0.001 unless noted): - Brand identity → brand-lifestyle congruence: β=0.373 - Brand identity → brand satisfaction: β=0.472 - Brand identity → repurchase intention: β=0.362 - Brand-lifestyle congruence → brand satisfaction: β=0.389 - Brand-lifestyle congruence → repurchase intention: β=0.176 - Brand satisfaction → repurchase intention: β=0.351 Explained variance: R²(BLC)=14%; R²(SAT)=51%; R²(RPI)=56%. Multi-group moderation (selected local path results): - Family effect moderates several relationships: • BI→BLC significant with family (β=0.474***) but not without (β=0.022; p for moderation=0.014). • BLC→SAT significant in both groups but stronger with family; moderation p=0.002. • SAT→RPI significant in both groups; higher without family; moderation p=0.015. • BI→SAT and BI→RPI significant with and without family; no local moderation reported for BI→SAT; BI→RPI not moderated though significance differs by group. Variance by family grouping: BLC (22.4% family vs. 0% non-family), SAT (55.1% vs. 32.5%), RPI (55.9% vs. 63%). - Peer/friend effect moderates BLC→RPI (p=0.012): relationship weaker when peer effect present (β=0.140**) vs. stronger without peers (β=0.512***). Other paths largely not moderated by peers (e.g., BI→SAT p=0.962). Variance by peer grouping: BLC (15.1% peer vs. 21.7% non-peer), SAT (54.3% vs. 29.9%), RPI (56.1% vs. 65.3%). Profiling insights (MCA and descriptive): - High-income and older consumers often less influenced by peers, concentrated in energy, automotive, luxury sectors. - Younger, low-income women are price-oriented, prefer clothing, and are more receptive to family and peer effects. - Men value product origin and brands and are less influenced by family. - Overall, family influence exerts a stronger, more enduring impact on lifestyle alignment and brand-related decisions than peer influence. Overall conclusion from findings: Brand identity, brand-lifestyle congruence, and satisfaction synergistically enhance repurchase intention; primary reference groups, especially family, shape the strength of these relationships.

The findings substantiate the proposed model grounded in social identity and self-congruity theories: a clear, prestigious, and distinctive brand identity aligns with consumer lifestyles, builds satisfaction, and increases repurchase intentions. The demonstrated paths show that identity-driven alignment (brand-lifestyle congruence) contributes both to affective evaluations (satisfaction) and to behavioral intentions (repurchase), confirming the central role of symbolic fit in consumer-brand relationships. Moderation analyses clarify the social mechanisms: family influence reinforces the translation of brand identity into lifestyle alignment and satisfaction, and it alters the weight of satisfaction on repurchase. This supports the idea that familial socialization provides repeated exposure and long-term reinforcement, making identity–lifestyle links more salient and behavior more habitual. Peer influence, though weaker overall, can still reshape specific links (notably BLC→RPI), suggesting that peer-driven preferences may be more fluid and context-dependent. These results address the research question by showing how brand identity and lifestyle congruence jointly drive satisfaction and repurchase and by evidencing that reference groups—particularly family—condition these effects. For the field, the study deepens understanding of cultural and social embedding of brand effects in a non-Western market, offering guidance for segmentation and brand strategy that leverages lifestyle fit and reference group dynamics to strengthen loyalty.

The study demonstrates that brand identity significantly enhances brand-lifestyle congruence, brand satisfaction, and repurchase intentions. Brand-lifestyle congruence, in turn, boosts satisfaction and repurchase intention, and satisfaction itself increases repurchase intention. Reference groups shape these relationships: family moderates the overall model, strengthening key paths, while peer influence moderates select local pathways. Practically, aligning brand identity with target lifestyle segments and leveraging family-based socialization can build durable loyalty; peer-oriented tactics may be more effective for fluid, trend-sensitive segments. Future research should employ random sampling for generalizability, compare across cultures (individualist vs. collectivist), incorporate richer psychographic variables, and examine secondary reference groups to map broader socialization effects on brand relationships and loyalty.

- Convenience, non-random sampling limits generalizability; future studies should use random sampling. - Focus on a specific geography (Türkiye) and a predominantly collectivist context; cross-cultural comparative studies are needed. - Limited number of psychographic variables considered; broader psychological and situational factors may influence results. - Only primary reference groups (family, peers/friends) were analyzed; inclusion and comparison of secondary reference groups are warranted.