Investigation of the Impact of Brand Identity and Brand Encounter on Consumer-Brand Identification with the Mediating Role of Brand Attractiveness

In recent years, scholars have argued the emerging concept of consumer-brand identification, its dimensions and existential components. Therefore, the current study has done to investigate the effective factors of shaping the concept of consumer-brand identification, brand identity, brand encounter and brand attractiveness based on a descriptive-correlative study. The statistical population of this study included the customers of Mahan airline in Tehran. Thus, ۲۳۰ people were considered through random sampling. The data collection tool was a questionnaire of ۲۱ questions. The validity of the questionnaire was confirmed by a construct and content validity. Moreover, the reliability of the questionnaire was confirmed by Cronbach's alpha. Data analysis was done by using Amos version ۲۱ software and structural equation modelling as well. The results have shown although brand identity has not directly influenced on shaping the consumer-brand identification, it has led to consumer-brand identification through brand attractiveness. Furthermore, brand encounter both directly and indirectly (through brand attractiveness) has affected consumer-brand identification.