The purposes of this study are to integrate organizational social capital theory and consumer happiness in a prior brand identification model and test the antecedents and consequences of consumer-brand identification over time. In the context of professional football, we collected data from 374 panel registrants of an online research service firm throughout a season. The results indicated consumer-brand identification was impacted to a greater extent by two social capital factors: (1) social interaction ties and (2) shared vision, than by brand prestige and brand distinctiveness. Both social interaction ties and consumer-brand identification were also predictive of future behavioral loyalty and purchase frequency. Further, our moderation analysis revealed the impact of consumer-brand identification on behavioral loyalty was contingent on consumer happiness. The proposed framework and results reinforce the importance of consumer-to-consumer social capital and consumer happiness and add new insights into the dynamics of consumer-brand identification, consumer happiness, and enduring consumer loyalty.

本研究的目的是将组织社会资本理论和消费者幸福整合到先前的品牌识别模型中，并测试消费者品牌识别随时间推移的前因和后果。在职业足球的背景下，我们收集了整个赛季中一家在线研究服务公司的 374 名小组注册人的数据。结果表明，消费者品牌认同在更大程度上受两个社会资本因素的影响：（1）社会互动关系和（2）共同愿景，而不是品牌声望和品牌独特性。社交互动关系和消费者品牌识别也可以预测未来的行为忠诚度和购买频率。更多，我们的适度分析揭示了消费者品牌识别对行为忠诚度的影响取决于消费者的幸福感。拟议的框架和结果强调了消费者对消费者社会资本和消费者幸福的重要性，并为消费者品牌识别、消费者幸福和持久消费者忠诚度的动态增加了新的见解。