The role of the brand in achieving customer loyalty from the perspective of identity consumption

Abstract EN

The profound and radical shifts in consumer behavior led to a reconsideration of the culture of consumption.

After the consumption process was based on the functional and utilitarian dimension of products, it has become integrating other dimensions related to the emotional and hedonistic aspect to meet a certain aspect of needs represented in the need for self-actualization.

In this article, we will try to highlight the role of the brand as a primary partner and an effective mechanism in stabilizing the relationship with consumers and achieving their personal and social identity within what has become called identity consumption, as this new approach has become recognized on the one hand as a system of excellence if it is linked to personal identity, and on the other hand, a demand Membership to an influential group is linked to social identity, whereby consumers tend to identify themselves with the brand they are in contact with, and then prefer and be loyal to it.