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

Consumer behavior is deeply rooted in identity formation and group dynamics, influencing lifestyle choices and self-concept. Brands, acting as cultural symbols, play a crucial role in establishing consumer-brand harmony. Postmodern consumer societies prioritize diversity and freedom of choice, leading to varied social identities and lifestyles which directly impact purchasing decisions. Consumers often purchase identities, expressing themselves through brand choices, prioritizing symbolic over functional needs. Therefore, consumption behavior is intrinsically linked to identity and lifestyle. Brand identity conveys a brand's values and offerings, meeting consumers' symbolic needs and communicating uniqueness and status. Examples like Patagonia, Apple, Whole Foods Market, and Red Bull illustrate how brands strategically align with specific consumer lifestyles to influence behavior and loyalty. While prior research has explored brand identity and lifestyle, there's a gap in understanding the role of social identities and reference groups, particularly in diverse markets like Turkey. The influence of family and friends on brand preference and the mediation of consumer self-concept, lifestyle alignment, and brand preference require further investigation. This study bridges this gap by examining the relationship between brand identity, brand lifestyle congruence, brand satisfaction, and repurchase intention within the Turkish consumer market, considering the effects of family and peer/friend reference groups. The findings provide empirical evidence to enhance the understanding of brand loyalty and consumer engagement within social systems.

The literature review covers four key concepts: brand identity, brand-lifestyle congruence, brand satisfaction, and repurchase intention. Brand identity is defined as a strategic tool used by organizations to enhance visibility, differentiate from competitors, build brand value and consumer loyalty, and foster a strong brand-customer relationship. Brand-lifestyle congruence describes the alignment between a brand's ethos and consumers' lifestyles, where lifestyle encompasses psychological preferences, values, beliefs, and consumption patterns. It's a key driver of consumer behavior and a powerful means of self-expression. Brand satisfaction reflects consumer appraisal post-purchase, comparing expectations with actual performance, impacting loyalty and repeat purchases. Repurchase intention, reflecting the likelihood of a repeat purchase, is shaped by satisfaction and the comparison of product performance to expectations. The role of reference groups is examined through social identity theory, highlighting how individuals derive aspects of their identity from group affiliation and how this influences behavior and preferences. This study particularly focuses on family and peer/friend reference groups, exploring their mediating effects on brand identity, lifestyle choices, and brand preferences, particularly within the Turkish context.

The study employed a quantitative methodology using a survey distributed through social media channels. 610 valid responses from Turkish consumers aged 18 and older were collected using a convenience sampling method. The survey used seven-point Likert scales to measure brand identity (5 items), brand lifestyle congruence (3 items), brand satisfaction (3 items), and repurchase intention (3 items). The data analysis involved Structural Equation Modeling (SEM) using the maximum likelihood method. Confirmatory Factor Analysis (CFA) was first conducted to validate the measurement model, ensuring the reliability and validity of the scales. Then, the structural model was tested to examine the hypothesized relationships between the variables. Multi-group SEM was applied to assess the moderating effects of family and peer/friend reference groups on the relationships between the study variables. Multiple Correspondence Analysis (MCA) was used to identify consumer profiles based on demographic and psychographic variables, further exploring the influence of reference groups.

The study confirmed a significant positive relationship between brand identity and brand lifestyle congruence (β = 0.373, p < 0.001), brand satisfaction (β = 0.472, p < 0.001), and repurchase intention (β = 0.362, p < 0.001). Brand lifestyle congruence also significantly and positively influenced brand satisfaction (β = 0.389, p < 0.001) and repurchase intention (β = 0.176, p < 0.001). Brand satisfaction significantly predicted repurchase intention (β = 0.351, p < 0.001). Multi-group SEM revealed that the family effect moderated the entire model, showing significant differences in the relationships between variables based on the presence or absence of family influence. The peer/friend effect only showed moderation in local pathways, specifically impacting the relationship between brand identity and brand lifestyle congruence, and between brand lifestyle congruence and brand satisfaction. Multiple Correspondence Analysis (MCA) identified distinct consumer profiles based on demographic variables and reference group influences, revealing differences in brand preferences, lifestyle, and price sensitivity among these groups. High-income and older consumers showed less influence from family and peers, while younger, lower-income women were more receptive to both. Middle-aged, middle-income men tended to value product origin and show less susceptibility to family influence.

The findings support the significant role of brand identity in shaping consumer-brand relationships, aligning with self-congruity theory and social identity theory. The positive impact of brand lifestyle congruence and brand satisfaction on repurchase intention reinforces the importance of creating a strong brand identity that resonates with consumers' lifestyles and meets their expectations. The moderating effect of family and, to a lesser extent, peer groups on the relationship between brand identity, brand lifestyle congruence, brand satisfaction and repurchase intention reveals the complexity of consumer decision-making and the crucial role of social context. The MCA analysis highlights how demographic factors interact with reference group influences to create diverse consumer segments with varying brand preferences and purchasing behaviors. These findings advance the understanding of brand loyalty and consumer engagement by integrating social identity theory and self-congruity theory within a framework that considers the influence of reference groups.

This study demonstrates the strong positive impact of brand identity on brand lifestyle congruence, brand satisfaction, and repurchase intention. The significant role of brand lifestyle congruence and brand satisfaction in predicting repurchase intention is also confirmed. The findings further highlight the moderating influence of family and peer groups, emphasizing the importance of considering these social factors when developing marketing strategies. The research contributes to the existing literature by offering a more nuanced understanding of consumer behavior, integrating social identity theory and self-congruity theory. Future research could explore the role of secondary reference groups, examine these relationships in different cultural contexts, and investigate the long-term impact of reference group influence on brand loyalty.

The study's limitations include the use of a convenience sample, limiting the generalizability of the findings. The focus on the Turkish context also restricts the external validity. Additionally, a limited number of psychographic variables were included, and only primary reference groups were considered. Future research should address these limitations by employing more robust sampling methods, investigating other cultural contexts, incorporating a wider range of psychographic factors, and examining the influence of secondary reference groups.