Antecedents and Outcomes of Consumer-Brand Identification (CBI): A Case of PSL

Abstract

The primary objective of this research is to investigate and analyze the impact of Shared vision, Social interaction ties, Brand distinctiveness and Brand prestige on Behavioral loyalty with mediating role of Consumer-brand identification (CBI) in a case of PSL and check the antecedents and outcomes of CBI with time. A structured questionnaire was shared with the residents of twin cities of Pakistan, Islamabad and Rawalpindi, using Google forms. Using convenience sampling, 300 responses were collected and utilized in this study. Questions were adopted from the literature. SPSS and Smart PLS were used to analyze the data. The analysis of results revealed that Social interaction ties do not have positive impact on behavioral loyalty whereas shared vision, brand distinctiveness and brand prestige have positive influence on behavioral loyalty. Similarly, the results showed that CBI does not mediates the relationship between Social interaction ties and Behavioral loyalty whereas CBI do mediates the relationships of Shared vision, Brand distinctiveness and Brand prestige on Behavioral loyalty. Therefore, this research study may prove to be very helpful for PSL owners in improving their marketing strategies and would also assist the marketing managers in making right decisions about PSL endorsements. Lastly, it will add to the body of knowledge in the domain of sports marketing