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Article

Взаимосвязь идентичности потребителя и индивидуальности бренда как фактор приверженности к бренду

Антонова Н. В., Морозова В. Д.

The article analyzes the relationship between consumer identity and brand personality as a factor of consumer commitment to the brand. We hypothesized that: a) there is a link between consumer’s identity and his preferred brand’s personality; b) the higher the similarity between the consumer’s identity and preferred brand’s personality is, the higher is the brand commitment. The sample included 150 people, aged of 18-25. Methods: the method of J. Aaker was used to study the brand personality, and its modification was used to study the consumer’s identity. The questionnaire of J. Brovkina was used to study brand loyalty. Results: high correlations between consumer’s identity and brand personality were obtained on the scales Ruggedness, Sophistication, Excitement, and high correlations between brand loyalty and deltas of the values of consumer’s identity and brand personality on the same scales were also discovered. On the scales of Competence and Sincerity the correlations were lower, although important as well.  Thus, the hypotheses were confirmed: a) it is shown that there is a correlation between consumer identity and brand personality; b) the higher this correlation is, the higher is the commitment to the preferred brand.