Although consumers rely on their activities to help construct their identity, antecedents and outcomes of consumer-activity identification (CAI) have not been elucidated. This research addresses this gap through the development of a conceptual model that is tested through two studies. Study 1 finds that CAI leads to consumer-brand identification (CBI). Further, CBI mediates the relationship between CAI and brand loyalty. Study 2 expands these findings by understanding the role of brand and activity social benefits as antecedents for CAI and CBI and including a second brand outcome: brand relationship continuance. Taken together, the results indicate that consumers indeed rely on the activities a brand is used within to construct their identity in addition to the brand.
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A game to foster class cohesion? That's exactly what Nick Ware, director of the Master's in Arts and Culture Management and lecturer at BSB, implemented. Indeed, communication among international students is not always easy, especially at the beginning of a program. Lego Serious Play is a method that, through the use of Lego bricks, encourages non-verbal and metaphorical expression while creating a shared language. It ensures the involvement of every participant, including the more introverted ones. This approach has proven effective in facilitating interaction among students from different linguistic and cultural backgrounds and in strengthening class cohesion.
- Pedagogical Experiences
- International Management, Organizational behavior, Pedagogy of Management