Brand Identification In A Social Identity Theory

Brand identification as the psychological connection donating individual, oneness with the brand and experiencing the brand success and failures as their own. The concept of using identification in a social identity theory (Ashforth & Mael 1989) of social justified theory where deification with brand has happen without a required need to interact or a formal ties with a brand or services. Brand identification is supposed to be one of the main sources of relationship development element, between the brand and consumer, as identification with a brand set consumer in to a long-lasting relationship with the brand (Bhattacharya, & Sen 2003). Based on the theory of social identification (Bhattacharya, Rao & Glynn 1995; Stets, & Burke 2000), and

When customer identify with specific brand and has emotional attachment they form a psychological attachment and relationship with the brand and try tell those thing of the brand which he/she like and work instinctively to the benefit of the brand (Kuenzel & halliday, 2010). Thomson et al, (2005) argued that brand identification such as brand attachment, brand connection and bond with brand, has strongly predicts the frequency of past and future purchase of the brand. The intense relation and attachment also drives consumer toward the benefit of the brand by purchasing the specific brand. Kuenzel et al. (2010) identify that the brand identification concept is built on social identity theory in which consumer are engaged with the brand and extensively of the brand concept in other self-restraints. Identification based on social identity theory is in core a perception of oneness with a group of persons and make an identity in marketing we can also say that customer make their brand as an identity of their self-mean people identify someone with their brand (Albert et al., 2013). The customers who they uses the brand and they emotionally attached to the brand make the brand their identity, those customer called evangelist.. Stronger brand identification with consumer disposed to emotional attachment in pro-brand activities. Their self as an evangelist with the brand and also with the manufacturer (Bhattacharya &Sen,