Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions |
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| Institution: | 1. CeBER and Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, 3004-512 Coimbra, Portugal;2. Institute of Systems and Robotics, CeBER and Faculty of Economics, University of Coimbra, Av. Dias da Silva, 165, 3004-512 Coimbra, Portugal.;1. Xi''an Jiaotong-Liverpool University, 111 Ren''ai Road, Suzhou 215123, China;2. Nottingham University Business School China, 199 Taikang East Road, Yinzhou District, Ningbo 315100, China;3. Brunel Business School, Brunel University, Kingston Lane, Uxbridge UB8 3PH, UK;1. Department of Business Organization, Marketing and Sociology, Campus Lagunillas, Building D-3, Office 146, Universidad de Jaén, 23071 Jaén, Spain;2. Department of Economics, Campus Lagunillas, Building D-3, Office 266, Universidad de Jaén, 23071 Jaén, Spain |
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| Abstract: | The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase intentions, no combination of conditions is sufficient to achieve these outcomes; (2) affective drivers have more importance than cognitive drivers for obtaining high CBI; (3) the configuration solutions for high CBI include at least two antecedents; (4) high CBI is a sufficient but not necessary condition for high Rep; (5) high Rep can also be achieved if brand-self similarity and brand identity occur; and (6) memorable brand experiences alone may be enough to obtain high Rep. |
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