Effect Of Self-congruity Research Articles

Engaging tourists through destination social responsibility: the moderating role of self-congruence

Purpose Engaging tourists with a destination brand can offer innumerable benefits. Based on stakeholder and social exchange theories, this study aims to comprehend destination social responsibility’s (DSR) role in inducing destination brand engagement (DBE) and favorable behavioral intentions, i.e. destination advocacy and revisit intentions. Further, the study examines self-congruence as a boundary condition to DSR’s impact on DBE. Design/methodology/approach Data were collected through an online survey of individuals in India and analyzed using structural equation modeling. Findings Findings highlight the importance of stakeholder and social exchange theories for socially responsible destinations by establishing a link between DSR and DBE, which adds to scholarship and holds practical relevance. Results confirm the moderating effects of self-congruence. Research limitations/implications The study did not assume the variation of tourists based on their characteristics and types while examining the moderation effects. Originality/value Research adds value by establishing the importance of DSR in engaging tourists with a destination. Furthermore, the study demonstrates how engaged tourists can showcase favorable responses toward the destination.

What drives social shopping in social commerce platform? The effects of affordance, self-congruity and functional-congruity

PurposeSocial group system and social tagging system, which leverage the psychological mechanisms underlying group influence and social tags to drive consumer behaviors, have been prevalent in the social commerce platform. However, limited studies have examined how the affordances of social group system and social tagging system influence consumers’ social shopping behavior. The purpose of this study is to examine the formation of social shopping behavior in the social commerce platform.Design/methodology/approachCombining affordance theory with dual-congruity theory, we develop a model to examine how the affordances of social group system and social tagging system influence consumers’ social shopping behavior through the underlying self-congruity and functional-congruity processes. We empirically validate the research model using a multimethod approach, including an instrument development study and a field survey study.FindingsOur empirical findings show that social support positively influences relational identity, while it has a nonsignificant effect on social identity. Social interactivity positively influences relational identity and social identity. Furthermore, social tagging quality and social endorser credibility positively affect perceived diagnosticity and perceived serendipity. Finally, relational identity, social identity, perceived diagnosticity and perceived serendipity collectively determine consumers’ social shopping intention.Originality/valueThis study contributes to the theoretical understanding of social shopping in social commerce and offers practical implications for designing an effective social group system and social tagging system to boost product sales.

Tourists' Intention to Visit Royal Cemetery as a Dark Tourism Destination: The Role of Destination Image, Self-Congruence, and Destination Personality

This study seeks to investigate the effect of destination image, self-congruence, and destination personality on the visitors' intentions to visit the Imogiri Royal Cemetery, Yogyakarta Special Region, Indonesia. The cemetery is considered a historical and cultural place wherein a few kings and sultans who once ruled Java lie buried. Thousands of tourists visit this place throughout the year, especially on dates that have great significance in the Islamic and Javanese calendars. Data were collected from a convenience sample comprising of 220 tourists in Yogyakarta. Results show that destination image is an antecedent to destination personality, while self-congruence and destination personality each positively relate to the visit intentions of tourists. Conversely, one’s destination image does not predict self-congruence. In contributing to the literature at the intersection of royal and dark tourism, this underpins sustainability in tourist tourism, destination marketing, and consumer behaviour. The implications of such a study are found to fall in line with the United Nations SDGs, specifically Goal 8: Decent Work and Economic Growth, regarding the promotion of sustainable tourism, which brings in income and provides employment; and Goal 11: Sustainable Cities and Communities, due to the fostering of conservation and promotion at the cultural heritage sites.

THE EFFECT OF SELF-CONGRUITY AND BRAND CREDIBILITY ON PURCHASE DECISIONS WITH PURCHASE INTENTION AS A MEDIATING VARIABLE:

Purchasing decisions are individual activities directly involved in making decisions to make purchases of products offered by sellers. Purchase intention is an essential factor in the consumer decision-making process. In order for consumers to have interest in making purchases, strong branding is needed from the company. A strong brand can be obtained from the brand credibility that can be trusted, as well as information regarding the product position in a brand. Apart from a strong brand, companies nowadays also strive to create strong relational bonds with their consumers. This strong relational bond creates self-congruity as consumers decide to purchase and consume goods and services with an image that matches consumers' self-image. This research aims to examine the effect of brand credibility and self-congruity on purchase decisions for Apple MacBook Pro consumers in Surabaya through purchase intention as a mediating variable. This is a quantitative research with a survey method by distributing questionnaires to 150 respondents in Surabaya with a minimum age of 17 years, who were selected through purposive sampling technique. The data collected was analyzed with the Structural Equation Model (SEM). The findings of this research indicate that brand credibility and self-congruity directly influence the purchase intention of MacBook Pro users in Surabaya. Brand credibility and self-congruity were also found to directly influence purchase decision and indirectly through purchase intention of Apple MacBook Pro users in Surabaya.

Factors Affecting Purchasing Behavior in Buying of Passenger Cars

This study is about the consumer behavior in buying of passenger cars in Nepal. It aimed to identify the factors affecting the consumer behavior in car purchase. It used primary data, which came from a structured questionnaire on the six-point Likert scale that was sent to Nepalese car owners. Kathmandu was chosen as the sample site for our convenience to reach. Primary data was collected through the structured questionnaire. 411 car users were the sample size. SPSS software was used to prepare and look at the data. Through the path analysis, the effect of attributes, price, appearance, self-congruity, and brand personality on consumer buying behavior was examined using the structural equation modeling. The study found that there is significant positive impact of product attributes (β=.175, p=.012) on consumer behavior. It is also discovered that there is a significant positive effect of brand personality (β=.152, p=.032) and self-congruity (β=.619, p=.000) on consumer choice behavior but it was found that the product price (β=.073, p=.271) and product appearance (β=.084, p=.180) have no significant influence on consumer buying behavior towards passenger cars in Nepalese market. The study's results show how future researchers and business people can look at the new conditions for market growth.

Islamic banking adoption: invoking the congruity paradigm

PurposeThis study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services.Design/methodology/approachThe authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling.FindingsCustomers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption.Originality/valueDigressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.

Nostalgic tourists acquiring resilience and emotional solidarity through self-congruity and functional congruity

From the perspective of stimulus–organism–response theory (S-O-R), this study explores whether self-congruity and functional congruity cause tourists to form positive nostalgic emotions toward heritage destinations and whether the nostalgic emotions elicited by tourists’ experiences at heritage destinations promote their physical and mental health resilience, as well as their emotional solidarity with local residents. Data were collected from Daxi Old Street, Lukang Old Street, and Anping Old Street, located in northern, central, and southern Taiwan, respectively. A total of 959 respondents were collected. The research results reveal that self-congruity and functional congruity positively impact tourists’ nostalgic emotions in heritage destinations. Product involvement does not moderate self-congruity's effect on nostalgia, but it does moderate functional congruity's impact. The study also supports the positive influence of nostalgic emotions on both tourist resilience and emotional solidarity in heritage tourism. These findings are crucial for governments and stakeholders planning and managing heritage tourist destinations.

The effect of place personality on resident welcoming tourist through self-congruity and place attachment

Abstract Purpose The aim of this model is to determine the residents’ welcoming attitudes towards tourists through place personality, place attachment and self-congruity amidst Covid-19 Pandemic. Design/methodology/approach A series of Exploratory Factor Analysis (EFA) was applied to the variables. Then, First Level Confirmatory Factor Analysis (CFA) was performed, and the reliability and validity of the variables were evaluated. Following CFA, Structural Equation Modeling was performed with the remaining variables Findings Results show that the sincerity (21%) and excitement (32%) affect the residents’ welcoming attitude through self-congruity and place attachment; and the competence (21%) directly affects the welcoming attitude. While place attachment (11%) directly affects the welcoming attitudes, self-congruity (53%) indirectly affects the welcoming attitudes. Also, self- congruity affects the welcoming attitude through place attachment. Another significant result is the strong effect (45%) of self-congruity on place attachment. Originality/value Some studies revealed locals adopted a negative attitude towards tourists during the pandemic while others indicated locals adopted positive attitudes towards tourists. Within this context this study, as addressing this controversial issue contribute to the development of more sustainable plans and policies by destination management organizations.

The more attention you get, the better you feel? A study on the influence of being envied on inconspicuous consumption

PurposeFrom a relational maintenance perspective, this study explores the impact of being envied (benignly vs maliciously) on consumers' feelings of social anxiety and its influence on their tendencies toward inconspicuous consumption, based on the resource conservation theory and the model of “Sensitivity about Being the Target of a Threatening Upward Comparison.” (STTUC)Design/methodology/approachFour studies were conducted in this paper. Studies 1a and 1b tested the main hypothesis that being maliciously envied (vs benignly) can increase consumers' inconspicuous consumption of luxury products and luxury hotel experiences. Study 2 replicated this finding and examined the mediating role of social anxiety. Study 3 investigated the moderating effect of ideal self-congruity (low vs high).FindingsThe findings reveal that being maliciously envied (vs benignly) is associated with higher levels of inconspicuous consumption and social anxiety acts as a mediating role. Moreover, when individuals have a strong sense of ideal self-congruity, the positive impact of being maliciously envied (vs benignly) on inconspicuous consumption is further amplified, confirming the moderating role of ideal self-congruity.Originality/valueThis study sheds light on a novel mechanism that elucidates how different types of being envied influence consumers' inconspicuous consumption and the conditions under which this impact is heightened.

How to Increasing Memorable Tourism Experiences at Heritage Destination

Background: This study aims to investigate the effect of destination image, self-congruity, and visitor engagement on memorable tourism experiences. Method: Tourists who visited Borobudur Temple were used as respondents who were taken using convenience techniques, as many as 150 questionnaires were distributed and analysed using multiple linear regression analysis with the SPSS version 28 statistical tool. Results: The results showed that all the hypotheses tested in this study were accepted. Image destinations play the most important role in increasing MTE, next are visitor engagement and self-congruity. The results of this study provide evidence that the tourist experience is an important emotional element for visitors to interact in their tourism activities. The substantial of the destination image, self-congruity, and visitor engagement will further increase the MTE. Conclusion: The antecedents of Memorable Tourism Experiences that exam in this research is an important element for the tourism business so that it can foster memories and memorable experiences for visitors when they carry out tourism activities.

Factors affecting brand preference in passenger car buying in Nepal

In today’s complex and highly competitive marketplace, marketers, realizing a need to develop sustainable strategies, have turned to branding as a solution. Understanding the brand preferences of consumers is always under discussion. In such context, this study measured the effects of price, attributes, brand personality, appearance, and self-congruity on brand preference in buying a passenger car. A deductive reasoning approach, quantitative method, and positivist epistemology with predetermined hypotheses were used. A six-point Likert scale structured survey was utilized to gather the primary information. The sample included 411 passenger car users in Nepal. A judgmental sampling technique and a causal research design were used. Through path analysis, the effect of price, attributes, brand personality, appearance, and self-congruity on dependent variables was identified using structural equation modeling. The study’s outcome showed that attribute (β = 0.062, p > 0.05), price (β = –0.041, p > 0.05), and appearance (β = 0.022, p > 0.05) have no significant positive impact on consumer brand preference. Moreover, the study discovered that brand preference is influenced by self-congruity (β = 0.297, p < 0.05) and brand personality (β = 0.232, p < 0.05) in buying passenger cars in Nepal. It is concluded that brand image and prestige are more critical for high-involvement products. These outcomes provide a road map for future scholars and business people with a view of the emerging context of market development.

Mediating Role of Self Congruity on Retail Patronage Decisions among Supermarket Shoppers in Kenya

Self-congruity results when a consumer’s self-image matches their image of a typical store shopper with respect to how they would look like and behave. The objective of this study was to determine the mediating effect of self-congruity on the relationship between store image and retail patronage among supermarket customers in Nairobi, Kenya. The research was based on integrated theory of patronage preference and behavior, self-determination theory and integrative model of retail environment, self-congruity and retail patronage. The positivism research philosophy and exploratory research design were deployed. Supermarkets were selected from Nairobi County as a representative of the whole country with 30% of the supermarkets participating. Every 4th random customer was chosen from the 30 supermarkets for a desired sample size of 384. Primary data was collected from 311 customers using structured questionnaire and data was analysed using path analysis. The results of the study showed that self-congruity mediate the relationship between store image and retail patronage among supermarket customers in Nairobi, Kenya. This indicated that supermarkets in Kenya should consider updating their stores to match with the consumer’s self-image and image of a typical store shopper. This study concludes that self-congruity is an important predictor of retail patronage and that managers should be on the lookout for the self-concepts of their shoppers and try to provide environments that would maximize shopping experiences.

The influence of brand-related social media content on customer extra-role behavior: a moderated moderation model

PurposeThis study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.Design/methodology/approachUsing the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.FindingsThe study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.Practical implicationsThe study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.Originality/valueThis study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

The Effect of Brand Experience, Brand Loyalty, and Self-Congruity on Positive Word of Mouth with Brand Love as an Intervening Variable: A Study in Banjarbaru Starbucks Customers

Several factors that can influence positive WOM are brand experience, brand loyalty, self-congruity, and brand love. Brand experience, created by Starbucks in Banjarbaru, can be a positive or negative experience experienced by customers when interacting with the brand. A positive brand experience can make customers feel comfortable and happy to be in the cafe and satisfied with the quality of the products and services they receive. High self-congruity can make customers feel comfortable and happy interacting with a brand and make consumers more loyal to that brand. This research method uses a questionnaire with 165 Starbucks Banjarbaru customers as a sample and was selected from the entire customer population. Variable measurement uses the Likert Scale technique with a weight scale from 1 to 5. Data analysis uses partial least squares with the help of the SmartPLS program. The research results show that brand experience, brand loyalty, and self-congruity have a positive effect on positive word of mouth. Brand love mediates the influence of brand experience, brand loyalty, self-congruity on positive word of mouth.

From tech to touch: self-concept and testimonials in AR try-on versus website

PurposeOne of the main challenges that brands face is the ability to provide a real-life experience through online platforms. The aim of this study is to analyze consumers' self-concept and testimonials through an augmented reality (AR) try-on app versus a website.Design/methodology/approachAn online survey was conducted with 222 participants, in which they were randomly exposed to two scenarios: AR try-on app or website experience and positive versus negative reviews presence.FindingsThe findings indicate positive effects of ideal self-congruence on purchase intention and confidence in fit. Low self-esteem consumers experience greater ideal self-congruence using AR when compared to the website. Confidence in fit partially mediates between ideal self-congruence and purchase intention. Higher levels of diagnosticity of reviews conduct to higher levels of purchase intention.Originality/valueThis study contributes to interactive marketing by exploring the effect of appearance self-esteem in the relationship between AR app versus website and ideal self-congruence and how this influences consumer behavior. In addition, the study also emphasizes the role of testimonials in shaping consumer intentions.

Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness

PurposeResearchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.Design/methodology/approachThe proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.FindingsThe results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.Originality/valueThis study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

The Effect of Self Congruity and Brand Personality on Brand Loyalty

Adventure has become a popular means of entertainment in Indonesian society, and there has even been a lifestyle trend among millennials, such as exploring the forest, exploring nature on motorbikes, camping, along rivers, climbing mountains, exploring beaches, and visiting various other natural attractions. also supported by geographical conditions and natural wealth that attract travelers and adventurers. This phenomenon creates business opportunities because these activities require adequate facilities and equipment. However, because business competition is getting higher, it is even more difficult to retain consumers. Brand development is very influential for all types of products that are consumer needs, especially equipment and needs for outdoor activities, because often brands are associated with human personality traits. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable. The purpose of this study was to examine and analyze the effect of Brand Personality and Self Congruity variables on brand loyalty of adventure products from Indonesian brands Eiger, Consina, Avtech, Kalibre. The analytical method used is multiple linear regression using the SPSS (Statistical Product and Service Solution) application tool. The test results show that the Brand Personality variable with a regression coefficient of 0.404 and a significance of 0.001 <0.005 has a positive and significant effect on the Brand Loyalty variable, while the Self Congruity variable with a regression coefficient value of 0.080 and a significance of 0.508 > 0.05 does not significantly affect the Brand Loyalty variable.

The impact mechanism and boundary conditions of tourists' restoration perception on destination attachment: A resource conservation perspective

Fast-paced lifestyle and complications caused by the current COVID-19 pandemic have enlightened the needs of people to seek restorative experiences. This study draws on the conservation of resources (COR) theory and establishes a moderated mediation model to examine how and when tourists' restoration perception affects destination attachment. Data were collected from 456 visitors to Hainan Island in China. The results show that tourists' restoration perception positively affects subjective well-being and self-congruity. Subjective well-being and self-congruity completely mediate the indirect relationship between tourists' restoration perception and destination attachment. Travel memory positively moderates the effects of subjective well-being and self-congruity on destination attachment. Our findings enrich the extant knowledge on the restorative effect of tourist destinations and people-place relationships and provide insights into emotional marketing strategies for tourism destination management.

Investigating the Effect of Self-Congruity on Attitudes toward Virtual Influencers: Mediating the Effect of Emotional Attachment

With the expansion of virtual spaces, the role of virtual influencers has become more important. Although virtual influencers are imaginary characters, people can become interested in their attractive appearances and human characteristics and values on social media. However, most existing studies on virtual influencers deal with external factors, such as their appearance. This study aimed to investigate whether virtual influencers and users’ self-congruity including their actual and ideal selves on emotional attachment and to verify the effects of emotional attachment to virtual influencers on attitudes towards virtual influencers. A survey was conducted of 344 users, and empirical results from structural equation modeling indicated that significant impacts of actual self-congruity between virtual influencers and users were found on emotional attachment when virtual influencers were divided into external and internal images. Additionally, the congruity between internal images of the virtual influencers and the user’s ideal self-congruity significantly affected emotional attachment. The study results demonstrated that self-congruity theory provides an accurate framework for describing the role of emotional attachment to virtual influencers.

Customer engagement outcomes in mobile applications: Self-congruence as a moderator

Understanding customer engagement outcomes in mobile applications is essential for the success of firms. The present study examines a model to comprehend customer engagement outcomes in mobile applications. The study also tests the moderation effect of self-congruence (high vs low) in the relationship that customer engagement shares with its outcomes. 381 responses were collected thru a structured questionnaire employing random intercept surveys. The study utilized structural equation modeling for analysis purposes. The results reveal co-creation, customer retention, and customer experience as key outcomes of mobile application-based customer engagement. Further, the multi-group moderation analysis showed a significant moderation role of high and low self-congruence sub-groups. Theoretically, the results extend current literature regarding customer engagement in mobile applications by evaluating its key outcomes, and self-congruence as a moderator. For practitioners, the findings stress the importance of engaging customers with mobile applications.