Effect Of Self-congruity Research Articles

Antecedents and outcomes of interpersonal influences and the role of acculturation: The case of young British-Muslims

Prior research considers antecedents and outcomes of interpersonal influence without consideration of acculturation. Data collected from 222 young British-Muslims using focus groups, in-depth interviews and questionnaires identifies significant antecedents and outcomes concluding that self-congruity, clothing conformity, need for uniqueness and modesty are major contributors to susceptibility to interpersonal influence. Acculturation moderates the effects of self congruity and susceptibility to interpersonal influence. The paper discusses implications for clothing retailers suggesting that self-congruity, conformity and modesty require closer attention to develop effective promotion and product strategies. The study is first of its kind within the UK ethnic minorities market.

The effects of self-congruity and functional-congruity on tourist’s behavioral intention

The effects of self-congruity and functional-congruity on tourist’s behavioral intention

The Impact of the Service Staff's Recruitment and Service Characteristics in Public Service Units on Public Mental Acceptance: Evidence from the Host Recruitment and TV Program Features

As one of the public service units, TV stations tried to make market-oriented reforms by developing brand TV programs to compete with others. The principal focus of our study was to find out the symbolic brand effect of self-congruity and brand personality on audience attitudes, brand loyalty, audience satisfaction, and program preference for TV programs in China. Results indicated that (a) the congruity of audience's self-concept and typical audience image had a positive influence on audience watching mentality; (b) a positive brand personality could result in favorable program evaluation; (c) preference for the host played a moderating role on brand personality effects.

The Effect of Functional-congruity and Self-congruity on Coffee Shop User's Consumption-related Emotions and Store Attitude Formation

The Effect of Functional-congruity and Self-congruity on Coffee Shop User's Consumption-related Emotions and Store Attitude Formation

The Effect of Functional-congruity and Self-congruity on Coffee Shop User's Consumption-related Emotions and Store Attitude Formation

The Effect of Functional-congruity and Self-congruity on Coffee Shop User's Consumption-related Emotions and Store Attitude Formation

Identifying the Role of Self-Congruence on Shopping Behavior in the Context of U.S. Shopping Malls

A model was developed and tested to explain the effect of self-congruence on key outcomes of shopping experience in terms of shopping values (utilitarian and hedonic values), satisfaction, and loyalty intention in the context of U.S. traditional shopping malls/centers. Self-congruence concerns the fit between a consumer’s self-concept and the image of other shoppers in the shopping malls/centers. Two sets of propositions regarding the role of self-congruence were proposed: (a) self-congruence predicts shopping outcomes and (b) self-congruence moderates the relationships among shopping outcomes. U.S. consumers ( N = 508) participated in online surveys. The results showed that self-congruence significantly predicts hedonic shopping value, satisfaction, and loyalty intention. But, self-congruence does not predict utilitarian shopping value; instead, self-congruence moderates the relationship between utilitarian shopping value and satisfaction. The interrelationships among shopping outcomes (utilitarian and hedonic shopping values—satisfaction, satisfaction—loyalty intention, hedonic shopping value—loyalty intention) were also significant.

Self-congruence, functional congruence, and destination choice

This study's purpose is to investigate the effects of self-congruence and functional congruence on tourists' destination choice. The present research contributes to the gap in the consumer behavior literature by examining the relationships among self-congruence, functional congruence, and destination choice. Based on a sample of 367 British residents, the three research hypotheses are tested using multinomial logistic regression analysis. The study results suggest that a tourist's destination choice is influenced strongly by functional congruence, but not by self-congruence. The article closes with theoretical and managerial implications as well as future research directions.

Moderators of the self-congruity effect on consumer decision-making: A meta-analysis

Value-expressive brands’ success stem largely from self-congruity between their brand personalities and targeted consumers’ self-concepts (Aaker, 1997). Over 100 conceptual and empirical articles highlight self-congruity's effect on consumer decision-making. The following meta-analysis identifies key theoretical and managerial issues of the self-congruity effect. Study results reinforce the self-congruity effect's robustness (r=.31). Moderation analysis sheds theoretical insights about self-congruity's motivational and cognitive underpinnings. The findings suggest self-congruity effects are a function of underlying self-motive “socialness,” degree of self-enhancement sought, the brand personality facet, the judgment object's abstraction level, cognitive elaboration, and the underlying impression formation process. These findings generate methodological and theoretical recommendations for future self-congruity research, as well as recommendations for marketing practitioners.

Brand equity, brand loyalty and consumer satisfaction

This study aims to investigate the mediating effects of consumer satisfaction on the relationship between consumer-based brand equity and brand loyalty in the hotel and restaurant industry. Based on a sample of 378 customers and using structural equation modelling approach, the five dimensions of brand equity—physical quality, staff behaviour, ideal self-congruence, brand identification and lifestyle-congruence—are found to have positive effects on consumer satisfaction. The findings of the study suggest that consumer satisfaction partially mediates the effects of staff behaviour, ideal self-congruence and brand identification on brand loyalty. The effects of physical quality and lifestyle-congruence on brand loyalty are fully mediated by consumer satisfaction.

Postvisit Destination Loyalty Judgments

Previous research has established the effect of self-congruity on both pre- and postvisit constructs, but its predictive power has appeared minimal. Departing from both classical and contemporary approaches to human needs and values, this study proposes a comprehensive model explaining more variance in postvisit destination loyalty judgments. The model comprises six explanatory variables, in addition to self-congruity: functional, hedonic, leisure, economic, safety, and moral congruity. Based on a large-scale web survey among tourists (N = 973), the results provide good support for the proposed model (64% explained variance). Each of the seven congruity components exerts a significant influence on postvisit loyalty, but their relative contributions differ considerably. Other than self-congruity, functional, hedonic, leisure, and safety congruity exert the greatest influence on postvisit loyalty judgments; in contrast, economic and moral congruity have lesser influences. The authors discuss the results in light of their theoretical and practical implications for destination marketing.

The Interplay between Customer Participation and Difficulty of Design Examples in the Online Designing Process and Its Effect on Customer Satisfaction: Mediational Analyses

In the current consumer-centric economy, consumers increasingly desire the opportunity to design their own products in order to express more effectively their self-image. Mass customization, based on efficient and flexible modulization designs, has provided individualized products to satisfy this desire. This work presents an experiment employed to demonstrate that customer participation leads to higher satisfaction. Specifically, the increment in customer satisfaction due to participation is greater when an easy example is provided than when either no example or a difficult one is provided. Additionally, self-congruity plays a mediating role on the customer participation-satisfaction relationship, and this mediating effect varies across different levels of the design example provided in the design process. When an easy design example is present, customer participation has a direct effect on satisfaction, in addition to the indirect effect of self-congruity. When a difficult example is provided, customer participation does not have incremental effects on either self-congruity or customer satisfaction. Finally, when no design example is shown to customers, contrary to our expectation, participation still enhances customer satisfaction due to an increased sense of self-congruity.

Self-structure and well-being in life transitions

Two studies examined the effects of self-congruence and negative elaboration on life transitions. Study 1 involved college students considering the transition from college to careers. Students with greater self-congruence reported decreased dejection and higher quality of life. Students with high negative elaboration reported greater dejection and lower quality of life. Students with high self-congruence and low negative elaboration had higher self-esteem than students with high self-congruence but high negative elaboration. Study 2, a prospective study of new mothers, showed that low self-congruence during pregnancy was associated with higher postpartum dejection, but only for mothers with high negative elaboration. Together, these studies indicate that self-congruence promotes, and negative elaboration impairs, well-being. Furthermore, negative elaboration may moderate the effects of self-congruence. For impending transitions (college to career) negative elaboration may decrease the benefit of high self-congruence, and for completed transitions (becoming a mother) negative elaboration may exacerbate the liability of low self-congruence.

Effect of self-congruity with sponsorship on brand loyalty

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.

Upscale image transfer from malls to stores: A self-image congruence explanation

The social class image of a mall influences the quality perception of stores housed within the mall; this effect is explainable using self-congruity theory. A 3 × 2 × 2 factorial design experiment tests this explanation. The independent variables are store type (department store versus chain store versus secondary store), mall image (upscale mall versus downscale mall), and shoppers' socio-economic status (high SES shoppers versus low SES shoppers). The dependent measures include store image (two dimensions: look and “services”) and self-image congruence. Some 200 shoppers were exposed to their randomly assigned experimental treatment conditions that involve a video presentation of mall image and a store type. The study includes measuring informants socio-economic status. The findings confirm the mediating effect of self-congruity. The article discusses managerial implications of the self-congruity effect.

Direct and indirect effects of self-image congruence on brand loyalty

The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed.

Product Ownership as a Moderator of Self-Congruity Effects

A number of studies have investigated the self-congruity hypothesis, which predicts that consumers prefer products and brands whose images closely correspond to their own self-concepts. Support for this hypothesis has been equivocal, and investigators have explored methodological factors and moderators that might account for the discrepant results. In this research we introduce a new variable, product ownership status, as a theoretically important moderator of self-congruity effects. Our study demonstrates that product ownership does indeed moderate these effects, as the self-congruity effect observed under conditions of ownership was eliminated in the absence of ownership.

Using self-congruity and ideal congruity to predict purchase motivation

This study tested the hypothesis that the effects of self-congruity and ideal congruity on purchase motivation are additive. Self-esteem and self-consistency theories were used to explain this relationship. The results of this study demonstrate support for this relationship. Research implications based on the theoretical model proposed in this study are also discussed.