the Impact of Brand Identification on Consumer Relational  Behavior Variables: An Empirical Study of Gucci Perfume  Consumers

Abderrezzak  Fenghour

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Published: Nov 13, 2024

Keywords:

Brand, consumer, identification, emotional attachment, commitment, and loyalty.

Abderrezzak Fenghour

Abstract

This study aims to investigate the impact of brand identification on consumer relational behavior variables. A purposive sample of 100 Gucci perfume consumers was selected from dedicated perfume stores and surveyed using a questionnaire consisting of four main axes: consumer identification with the brand, consumer emotional attachment to the brand, consumer commitment to the brand, and consumer loyalty to the brand.

Issue

Vol. 61 No. 11 (2024)

Section

Articles

This work is licensed under a Creative Commons Attribution 4.0 International License.

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