The impact of consumer brand identification on the telecom business inKarachi, Pakistan

Abstract

Branded products are preferred by consumers for a variety of reasons. Brand recognition
among consumers is a driving force for purchasing branded products. Representation of an
individual's decision to define themselves. Including a brand is known as consumer brand
identification (Wolter et al, 2015).
Wang (2016) identifies CBI as a key psychological behavior that fosters a strong and loyal
engagement with a brand. Marketers want to develop strong relationships with customers.
This highlights the need of understanding brand identity. Brand studies show that CBI plays a
crucial role in developing strong consumer-brand relationships. Consumers with a high level
of identification regard the brand image as compatible with their self-image. When someone
compliments a brand, buyers often take it personally. According to Hwang and Han (2013),
individuals view their brand to reflect their personality. Having an appealing brand can
improve self-evaluation and strengthen identification with it (So et al 2017). Investors believe
that a well-established brand effectively communicates product value and personality to
buyers. This helps to establish brand familiarity and loyalty. Creating favorable product
awareness might be challenging for the company. Brands like Nike, Starbucks, and Apple
have raised positive awareness. This helps organizations maintain their brand top of mind
with customers. Apple does not need to invest in celebrity marketing as their fans are already
committed to the company.