ENHANCING BRAND IDENTIFICATION THROUGH CONSUMER SELF-EFFICACY: MEDIATING ROLE OF CONSUMER VANITY AND MODERATING ROLE OF BRAND PERSONALITY

Abstract

This study aims to examine influence of consumer self-efficacy on consumer brand identification, with a focus on the mediating role of consumer vanity and the moderating role of brand personality. A total of 384 participants, encompassing consumers of diverse brands, were included in the study. The variables of interest, consumer self-efficacy, consumer brand identification, consumer vanity & brand personality, were analyzed via PLS-SEM software. The results reveal a significant direct impact of consumer self-efficacy on consumer brand identification, highlighting the importance of individuals' belief in their abilities in fostering strong connection with a brand. Moreover, the study proves that consumer vanity acts as a mediator between consumer self-efficacy & brand identification, indicating that individuals with higher self-belief are more likely to engage in vanity-related behaviors, thereby enhancing their identification with brand. The study uncovers moderating effect of brand personality by strengthening relationship between consumer self-efficacy and brand identification.