Purpose: This study examines the role of identity factors and behavioral outcomes in the process of product personalization—a topic that, despite its growing importance in global brands, has received limited attention in domestic research. As brand competition has moved beyond fulfilling basic needs toward addressing individual preferences, this research seeks to clarify the position of social and personal identity alongside customer behavioral outcomes, thereby bridging existing gaps in prior studies.
Method: A descriptive–survey approach was employed to collect data. A total of 119 questionnaires were distributed among customers who had purchased personalized products from the Hakopian brand. The questionnaire included variables such as social and personal identity, satisfaction, purchase intention, brand attractiveness, word-of-mouth communication, and hedonic motivation. Data were analyzed using PLS software.
Findings: Results indicate that both social and personal identity play a significant role in enhancing the personalization experience. Product personalization was found to increase customer satisfaction, purchase intention, brand attractiveness, word-of-mouth promotion, and hedonic motivation. Furthermore, brand attractiveness and hedonic motivation independently influence purchase intention.
Conclusion: By simultaneously addressing identity factors and customer behavioral outcomes in product personalization, this study provides a comprehensive view of the relationship between identity and customer experience. The findings highlight that focusing on customer preferences offers valuable guidance for marketing managers and the apparel industry, enabling the design of more effective personalization strategies and supporting successful decisions in branding and marketing.