By definition, they do so unconsciously. A profound predictor of spontaneous purchase behavior is a positive brand attitude. To measure this global brand evaluation, we measure the strength with which a brand triggers positive thoughts and feelings. Other predictors are me-associations and goal-associations.

While global brand evaluations are great in predicting purchase, it says little about why the brand is liked in the first place. That’s where brand identity comes in. When a brand association is in alignment with the consumer’s purchase motivation, it makes the choice feel better. As a result, the likelihood of the customer buying the product is increased.

For example: when someone buys a case of beer for a great night with friends, the brand owning the association of togetherness has a head start.