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Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions

机译：预测较高的消费者品牌识别度和较高的回购率：必要和充分的条件

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摘要

The objective of this paper is to explore the necessary and sufficient conditions to obtain high consumer-brand identification (CBI) and high repurchase intentions (Rep). Different from most business research on CBI and Rep that is based on symmetric thinking, this paper uses asymmetric analytics and performs fuzzy set qualitative comparative analysis. The findings show that (1) although it is possible to identify the necessary conditions for very high consumer-brand identification and very high repurchase intentions, no combination of conditions is sufficient to achieve these outcomes; (2) affective drivers have more importance than cognitive drivers for obtaining high CBI; (3) the configuration solutions for high CBI include at least two antecedents; (4) high CBI is a sufficient but not necessary condition for high Rep; (5) high Rep can also be achieved if brand-self similarity and brand identity occur; and (6) memorable brand experiences alone may be enough to obtain high Rep.
机译：本文的目的是探索获得较高的消费者品牌识别（CBI）和较高的回购意向（Rep）的必要和充分条件。与大多数基于对称思考的CBI和Rep业务研究不同，本文使用非对称分析并进行模糊集定性比较分析。研究结果表明：（1）尽管有可能确定出非常高的消费者品牌识别度和很高的回购意向的必要条件，但没有条件的组合足以实现这些结果。 （2）情感驱动器比认知驱动器在获得高CBI方面更为重要； （3）高CBI的配置方案至少包括两个前提； （4）高CBI是高Rep的充分但非必要条件； （5）如果出现品牌自我相似性和品牌形象，也可以实现较高的Rep； （6）仅凭令人难忘的品牌经历就足以获得很高的声誉。

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