Why do consumers identify with brands?

![CDATA[The identity perspective on consumer–brand relationships emphasises brand identification as an important symbolic driver for consumers to enter relationships with brands. However, the functional approach to attitude suggests different motivational variables can drive the relationships between consumers and brands. This poses a question whether brand identification can be a marketing universal in driving behavioural outcomes of brand relationships. The findings of a survey with 206 fashion clothing and smartphone consumers in Vietnam reveal brand identification significantly influences sense of brand community, which in turn affects relationship–related sustaining behaviour. The study also finds that two other motivational bases, hedonic value and perceived value, are good predictors of both relationship–related sustaining and promoting behaviours. The significance of this study is its actionable insights for marketers underscoring the simultaneous consideration of utilitarian, hedonic and symbolic motivations orienting the relationship building approach, especially in an emerging market context.]]