Concordance between brand image and consumer preferences to form Belonging Channels

The Membership-Oriented Consumption Model describes the process that people follow when they acquire brands or products with the aim of favoring their affiliation status with a group of individuals. The model calls Belonging Conduits to the goods, services and consumption practices that are instrumentalized with this objective of affiliation. Previous studies have identified the characteristics that consumers value to form and exhibit the Conduits of Belonging in their social networks, and also show that clothing is among the conduits preferred by people. This research examines the brand image elements displayed on the Instagram accounts of global sportswear brands, and whether these elements correspond to consumer preferences to instrumentalize those brands' products as Conduits of Belonging.

The Membership-Oriented Consumption Model is a theoretical framework that explains consumption behaviors focused on promoting group membership by individuals. The model also allows us to understand the way in which the contents of the brands participate in the consumption dynamics of the people who use these brands as vehicles to favor their affiliation status. However, the model requires new research to delve into its components and its explanatory scope. Few studies are reported in the literature that examine the content that brands communicate on their social networks from the perspective of its potential instrumental use to promote group belonging. In particular, there is no research that addresses the concordances between the content of the components of the image of sports clothing brands in relation to the brand image characteristics that young consumers prefer when they choose products from that category as vehicles to promote their brand image. group membership. This study contributes to the body of knowledge of branded content management in social networks and its relationship with brand image elements that young consumers value for non-functional uses of brands.