As predicted, consumers' identification with a brand fully mediatesthe impact of value congruity on consumers' commitment to a brand.Contrary to the assumption, the results indicate that consumers'commitment does not mediate the impact of consumers' identificationon generating positive WOM. This finding surprisingly contradictsre sults from Brown et al. (2005) who established a mediating role of commitment between identification and positive WOM. However,those authors argue that the mediating role of commitment is not likelyone that lasts forever and is highly dependent onother factors. The cause of discrepancy between the present study and previous research(Brown et al., 2005; Harrison-Walker, 2001) can be that unlike previous studies, this research operationalizes consumers’ commitment as atwo-dimensional concept composed of affective and social compliance commitment. The results of this study show a great importance ofidentification that strongly influences commitment and show that consumers are willing to become great supporters of a brand if they identify with the brand.