How Consumer Citizenship Behavior and Intrinsic Motivation Influences Consumer Brand Identification

The concept of consumer-brand identification is fundamental to the understanding of how, when, and why brands help consumers articulate their identities. Not surprisingly then, a growing body of research has placed focus on what it means for consumers to identify with brands and the implications of such consumer brand identification for both the consumers and effective brand management. However, as pointed out in this research’s problem statement, much less is understood about the drivers of CBI—what factors cause it, when, and why. While a comprehensive sense of what promotes CBI is of considerable significance to both practitioners and marketing research, these issues have been examined from numerous diverse perspectives, which causes the understanding to be rather fragmented. This paper proposes and tests an integrative theoretical framework of the antecedents of CBI. Two drivers of CBI and a moderator are posited and tested with survey data from a sample of 200 participants from Qualtrics. The results confirm the significant influence of the two drivers on brand identification, namely intrinsic motivation and consumer citizenship behavior. Precisely, the findings show that there is a significant correlation between IM and CCB, CCB and CBI and IM and CBI. CCB is shown to have a significant moderating effect on IM and CBI