In this study we analyzed both the direct and indirect effects of the antecedents of consumer-brand identification on repurchase intent, using an integrative approach that includes both cognitive-based and affect-based drivers. Firstly, we conclude that consumer-brand identification is mostly driven by affective factors. Secondly, the research corroborates the importance of building brands around the need for belonging. Thirdly, although the results confirmed the mediating effect of the latter, they also suggest that this effect is only partial, and direct effects have an important role as well. Fourthly, the most important direct and positive effect on repurchase comes from brand prestige. The results obtained suggest that brand managers should focus on improving perceived brand prestige and that they should pay special attention to consumer-brand identification.

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