The role of consumer–brand identification in building brand relationships

By Urška Tuškej, Urša Golob, K. Podnar. 2013

700 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/d429c6f8198bd121469f0ecb69ec90a72a6b88f5

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In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Examining online social brand engagement: a social presence theory perspective (2017, background): “Tuškej et al. (2013) assert that the emotional attachment exhibited on the part of the consumer projects the degree of brand acceptance.”
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, background): “Recent research (Tuškej et al., 2013) has shown the stronger a consumer identifies with brands, the more likely they are to engage in WOM.”
The impacts of brand experiences on brand loyalty: mediators of brand love and trust (2017, background): “This study selects brand identification as the moderator because of its importance in brand loyalty literature, thus more suitable, than other constructs, to test the robustness of this proposed model (Lam et al., 2013; Liu et al., 2012; Tuskej et al., 2013).”
Customer brand identification, affective commitment, customer satisfaction, and brand trust as antecedents of customer behavioral intention of loyalty: An empirical study in the hospitality sector (2019, background): “The future study therefore could be interesting by testing how consumer’s identification and affective commitment influence loyalty and/or purchase behavior (Tuskej et al., 2013).”
Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity (2018, methodology): “Adhering to this recommendation, which has been applied in previous research (e.g., So et al., 2013; Tuškej et al., 2013), it was assumed that the errors of the mediators were correlated.”