Drivers of consumer-brand identification Nicola Stokburger-Sauer a , S. Ratneshwar b , Sankar Sen c Forthcoming, International Journal of Research in Marketing a Nicola Stokburger-Sauer is Professor of Service Management and Marketing, Department for Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, A- 6020 Innsbruck, Austria. Email nicola.stokburger-sauer@uibk.ac.at. Tel: (0043) 512-507-7080. b S. Ratneshwar is Bailey K. Howard World Book Chair of Marketing, Trulaske College of Business, University of Missouri, Columbia, MO 65203. Email ratneshwar@missouri.edu. Tel: (573) 882-3748. c Sankar Sen is Professor of Marketing and International Business, Zicklin School of Business, Baruch College/CUNY, One Bernard Baruch Way, New York, NY 10010. Email sankar.sen@baruch.cuny.edu. Tel: (646) 312-3302.