INVESTIGATE OF EFFECT OF BRAND ANTECEDENTS AND INDIVIDUAL ANTECEDENTS ON CONSUMER BRAND IDENTIFICATION

Consumer – company identification is a new issue in the marketing. In this article the distinction between consumer brand identification and organizational identification is developed. We develop the different antecedents of consumer brand identification. In this research a survey approach was taken among the students and they answered questions including brand antecedents, individual antecedents, brand loyalty and consumer- brand identification. From the analysis of results it was found brand antecedents was related to consumer – brand identification also, consumer – brand identification was related to brand loyalty, brand antecedents and individual antecedents were related to brand loyalty. The findings of this study would be useful for the managers to have a better understanding of valuable factors for consumer.