The Motivation of Consumer Branding Behaviors and Its Role in Brand Identification (Case Study: Adidas Brand)

— Identifying a brand as a consumer's psychological state of understanding, perceiving, and valuing belonging to a brand. In a brand community, a high level of motivation to engage in behaviors with internal and external role can be achieved by integrating the expectations and responsibilities of the brand community created in people. This research was conducted to motivate branding behaviors in consumers and their role in identifying Adidas brand. In this study, variables were evaluated by a questionnaire. A questionnaire was distributed among 385 people from the population of the Adidas brand in Shiraz. The research method was descriptive correlational. To answer the questions and to investigate the research hypothesis using Smart-PLS software, structural equation analysis and path analysis using partial least squares (PLS) were used. The results of this research indicate that attachment and self-confidence have a positive and significant effect on the behavior within the consumer role in branding. The results of this research also confirm the positive and significant effect of self-esteem and one’s autonomy on consumer redundancy behavior in branding. The results also show that behavior in consumer role and consumer redistribution behavior in branding has a significant effect on brand identification.

Psychological Needs, Internal role Behaviors, Brand Identity, Adidas Brand