shang University , Hangzhou 31001 8, China) Abstract : Consumers are often attracted by the products and brands associated with social identity , so this paper intro - duces the concept of consumer identity to try to reveal the mechanism between consumer identity and brand purchase in- tention. Research shows that : consumer identity , positive affect and denial attitude serve as positive effects on brand purchase intention ; both positive affect and denial attitude act as intermediary between consumer identity and brand pur - chase intention ; brand self - consistency has a significant moderating effect between denial attitude and brand purchase intention. Key words : consumer identity ; positive affections ; denial attitude ; brand purchase intention ; brand self - consistency ( 责任编辑:厉新)
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