The impact of consumer brand identification on the telecom business inKarachi, Pakistan

Branded products are preferred by consumers for a variety of reasons. Brand recognitionamong consumers is a driving force for purchasing branded products. Representation of anindividual's decision to define themselves. Including a brand is known as consumer brandidentification (Wolter et al, 2015).Wang (2016) identifies CBI as a key psychological behavior that fosters a strong and loyalengagement with a brand. Marketers want to develop strong relationships with customers.This highlights the need of understanding brand identity. Brand studies show that CBI plays acrucial role in developing strong consumer-brand relationships. Consumers with a high levelof identification regard the brand image as compatible with their self-image. When someonecompliments a brand, buyers often take it personally. According to Hwang and Han (2013),individuals view their brand to reflect their personality. Having an appealing brand canimprove self-evaluation and strengthen identification with it (So et al 2017). Investors believethat a well-established brand effectively communicates product value and personality tobuyers. This helps to establish brand familiarity and loyalty. Creating favorable productawareness might be challenging for the company. Brands like Nike, Starbucks, and Applehave raised positive awareness. This helps organizations maintain their brand top of mindwith customers. Apple does not need to invest in celebrity marketing as their fans are alreadycommitted to the company.