Antecedents and outcome of consumer-brand identification: An empirical study of smartphones’ brands in Vietnam

This study examines the impacts of brand distinctiveness, brand prestige, brand social benefits, and brand warmth on consumer-brand identification, which in turn influences word of mouth. Structural Equation Modeling (SEM) was used to test these relationships, using a sample of 269 mobile phone users in Ho Chi Minh City. The results show that the four antecedents, such as brand distinctiveness, brand prestige, brand social benefits, and brand warmth, positively affect consumer brand identification. In addition, consumer brand identification has a positive influence on word of mouth.