Increasingly, companies have begun to focus on the importance of brands and the awareness that with a strong emotional bond between the consumer and the brand, they can achieve a higher market share and, consequently, of course, profits. However, an increasing emphasis is placed on the strong bond that develops between consumers and brands, between which a behavioural process occurs that can lead to identification. Companies needs to have a goal of brand identity management and find a suitable way to develop brands that consumers can strongly identify with them. In my work, I focus mainly on the image of the brand as a key factor of identification, as well as on the personality of the brand itself. I also focus on the theory of the conformity of image and self-image, which, according to the theoretical starting points, should lead to the identification of consumers with brands. On the basis of the theoretical starting points, I have formulated a hypothesis that assumes that the more consistent the brand image is with the consumer's self-image, the greater the consumer's identification with the brand will be. However, in order to achieve a high level of identification, there must be consistency between the personality characteristics of the brands and the personality characteristics of the consumer. In the online questionnaire, I took into account 152 relevant responses from respondents, on the basis of which I performed the necessary analyses to confirm the research hypothesis. I conclude my thesis with key findings and suggestions for further research.
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