What is Consumer – Retailer Identification

Consumer-Retailer Identification (CRI) is a powerful tool for retailers to develop meaningful relationships and strengthen the emotional bond with their customers. Besides showing positive attitudes towards brands that reflect their self-concept, consumers prefer to engage with retailers that are more likely to express and enhance their identity. This alignment between a retailer's image and one's identity has been shown to positively affect consumers' sense of well-being and their overall quality of life. This chapter proposes a framework based on a review of past research on the role of consumer's self-concept in the promotion of consumer well-being in retail settings. Focusing on CRI, the chapter offers directions for future research while discussing emerging trends.