Building Brand Identification
Brand identification is considered a critical predecessor for building brand community. Advertising research encourages brands to become relevant for their target consumer base. Social media provides a platform wherein consumers seek brands relevant to their self-concept and, therefore, build personal identification with those brands. In addition, brand endorsements shared by consumers’ reference groups (people they identify with or aspire to) further enhance the consumer tendency to build identification with a brand and its products. The types of social media brand endorsements that consumers may encounter varies greatly, and includes status updates, paid advertising units, ...
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