Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A Literature Review

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Author(s): Isabella Maggioni (Monash University, Australia)
Copyright: 2014
Pages: 14
Source title: Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch002

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Consumer-Brand Identification (CBI) has been identified as an important antecedent of consumer-brand relationships. Consumers show positive attitudes towards brands that reflect their self-concept and are more likely to express and enhance their identity. In this sense, Consumer-Retailer Identification (CRI) represents a powerful tool for retailers to develop meaningful relationships by strengthening emotional connections with their customers. This chapter proposes a literature review of previous research on the role of consumer's self-concept in the development of retailer-customer relationships. Focusing on identity-based consumer behaviour, the chapter provides a comprehensive picture of the past research and the emerging trends on CBI and then proposes a conceptual framework of CRI.

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Identity-Based Consumer Behaviour, Self-Congruity, and Retailer-Consumer Relationships: A Literature Review

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