Ideal Self-congruity Research Articles

Materialism and Tourism Brand Attachment in Influencing Compulsive Buying for Generations Y And Z Travel in the Post-Covid 19 Pandemic Period

This study aims to analyze the effect of materialism and tourism brand attachment on compulsive buying for travel in generations Y and Z in Indonesia. This study also to analyse the influence of the predecessors of materialism and compulsive buying such as SNS advertisement, celebrity endorsement, and ideal self-congruence. This research is an explanatory research with a quantitative approach. A survey using a questionnaire was conducted to collect primary data in this study. The population in this study is all Y and Z generations in Indonesia. The sample in this study was determined using a non-probability sampling method because the total population is not known with certainty. The sampling technique used was purposive sampling with the criteria (1) maximum birth in 1981, because the research wanted to explain about compulsive buying in generations Y and Z, (2) active users of social media or social network services (SNS), because this research wanted explain the effect of variables related to the use of SNS such as SNS advertisement, celebrity endorsement, and ideal self-congruence on compulsive buying. The number of respondents in this assessment was 250 respondents. The data obtained was then analyzed using Covariance Based Structural Equation Modelling.

Size-inclusive advertising in the Asian fashion market: Female consumers' responses to a plus-size vs. Thin-size model in South Korea.

Global fashion brands have embraced size-inclusive advertising featuring plus-size models, yet the responses of Asian consumers to such advertising-where the average body size of women is smaller than in Western markets-have garnered little attention. This study, utilizing the S-O-R model, aimed to investigate whether the relationships among perceived actual and ideal self-congruence, perceived attractiveness and familiarity of a fashion model, and purchase intention vary based on the body size of the fashion model. We tested the hypothesized relationships using ANCOVA, confirmatory factor analysis, and multi-group structural equation modeling, analyzing 623 online survey responses from South Korean female consumers. Actual self-congruence had a greater influence on perceived familiarity in consumers exposed to a thin-sized model compared to those exposed to a plus-sized model. In contrast, ideal self-congruence had a more significant positive impact on the perceived physical attractiveness of the plus-size model than the thin-size model. Furthermore, the plus-size model's perceived physical attractiveness had a more significant positive effect on purchase intention than that of the thin-size model. This study highlights the importance of crafting advertising images that portray plus-size models as physically attractive to elicit favorable responses from Asian consumers.

Informative and peripheral metaverse: Which leads to experience? An investigation from the viewpoint of self-concept

The growth of the Metaverse has been massive in the last two years. However, limited evidence exists to understand how consumers perceive it as a potential retail space. This study investigates the effect of information (central route) and design (peripheral route) to experience and its subsequent impact on purchase intention and continuation intention in the Metaverse. The study also employed actual and ideal self-congruence to test its indirect effect on the model. This study was conducted using a simulated metaverse space by employing a 3x3 factorial design in which the data was collected from 354 participants. The results indicate that information and design are crucial in developing a metaverse experience, which builds positive purchase and continuation intentions in metaverse space. It was also found that ideal self-congruence with the Metaverse significantly creates an indirect relationship effect. The study extends theoretical knowledge of various theories and metaverse literature and suggests implications to managers.

Analysis of the influence of performance expectancy, effort expectancy, social influence, and attitude toward behavior on intention to adopt live.on

This study aims to analyze the factors that influence the intention to use digital providers. Performance expectancy is the extent to which users believe that using technology will increase productivity and effectiveness in achieving their goals. Effort expectancy refers to how easy users believe the technology will be to use. If the technology is perceived as easy to use, then users are more likely to adopt it. Social influence refers to the influence generated by others on the decision to use technology. This factor can include social support or recommendations from others, influence from groups, or social norms related to technology use. In this study, a random sampling technique was used as the sampling method. A total of 214 data points were collected through a self-administered survey from respondents of two luxury handbag brands in Indonesia. The analysis method in this research used structural equation modeling (SEM). There are significant relationships between ideal self-congruence and customer love for a brand, between ideal self-congruence and customer loyalty to a brand, and between customer love and customer loyalty to a brand. On the theoretical level, this research contributes to a better understanding of how to create customer loyalty to brands through tracking the self-congruence construct and customer love for brands. On the managerial level, this research provides useful actionable guidance to loyalty program managers on how to create luxury brands that incorporate customer ideal self-congruence and simultaneously foster strong emotional bonding to brands. Contemporary interest in customer loyalty to brands has resulted in a variety of related research being conducted in many areas. Our investigation reveals that few studies address the relationship between ideal self-congruence, brand love, and customer loyalty to luxury brands.

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.

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.

Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses

The current study examined the brand personality of global chain hotels and how it is related to individuals’ image congruence. It also explored what impact self-congruity has on people’s responses, namely brand attachment, intention to revisit, and intention to recommend. In addition, this study considered self-discrepancy to be a potential moderator of the image congruence effect on brand attachment. Following quantitative procedures, we successfully assessed the brand personality of four representative global hotel companies. Among five facets of brand personality, competency was the strongest facet, followed by sophistication, sincerity, excitement, and ruggedness. Competency contributes the most to Marriott, Accor, Wyndham, whereas sophistication contributes greatly to Hyatt. The results showed that brand personality affected image congruence, which was classified as actual self-image congruence, ideal self-image congruence, social image congruence, and ideal social image congruence. Ideal self-congruity and ideal social self-congruity were determinants of brand attachment, which in turn increased behavioral intentions. Furthermore, the significant effects of ideal self-image congruence and ideal social self-image congruence on brand attachment were strengthened for the group that perceived a higher level of self-discrepancy.

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.

Peran Customer-Based Brand Equity Terhadap Peningkatan Customer Satisfaction Dan Brand Loyalty Pada Djournal Coffee

This study aims to examine and analyze the role of customer-based brand equity in increasing customer satisfaction and brand loyalty in Djournal Coffee. The field survey was conducted on 125 Djournal Coffee customer respondents located in the DKI Jakarta area. The proposed model is evaluated using structural equation analysis. The results show that customer satisfaction plays the most important role in creating brand loyalty for Djournal Coffee customers. Physical quality, staff behavior, and lifestyle-congruence which are part of customer-based brand equity can drive increased customer satisfaction. However, ideal self-congruence and brand identification have no effect on customer satisfaction. With limited research on the buying behavior of coffee shop customers, these findings can be used meaningfully to increase brand loyalty.

The Role of Brand Attachment to the Antecedents of Brand Passion

Indonesia's fashion sector has recently seen remarkable growth. The rise of several local brands that drawing attention of the public, particularly the younger generation, is indicative of this. This study was conducted to determine how brand passion, mediated by brand attachment, is affected by brand image self-congruity and social media content marketing. Self-congruity variable was assessed by using the dimension of actual self- congruity, ideal self-congruity, and social self-congruity. At the same time, content marketing has been measured by user-generated content and firm-created content. This quantitative research used the data gathered from questionnaire distribution through Google Form. The number of samples is 290. Data manipulation and testing used the SmartPLS version 3. The results showed that self-congruity and content marketing positively affect brand passion through brand attachment. Moreover, the results of this study also prove that content marketing could directly affect brand passion.

The Role of Brand Attachment to the Antecedents of Brand Passion

Indonesia's fashion sector has recently seen remarkable growth. The rise of several local brands that drawing attention of the public, particularly the younger generation, is indicative of this. This study was conducted to determine how brand passion, mediated by brand attachment, is affected by brand image self-congruity and social media content marketing. Self-congruity variable was assessed by using the dimension of actual self- congruity, ideal self-congruity, and social self-congruity. At the same time, content marketing has been measured by user-generated content and firm-created content. This quantitative research used the data gathered from questionnaire distribution through Google Form. The number of samples is 290. Data manipulation and testing used the SmartPLS version 3. The results showed that self-congruity and content marketing positively affect brand passion through brand attachment. Moreover, the results of this study also prove that content marketing could directly affect brand passion.

Demystifying destination attachment, self-congruity and revisiting intention in dark tourism destinations through the gender-based lens

ABSTRACT Drawing on self-congruity theory, we construct and examine a theoretical model that explores the effect of destination attachment on revisiting intention via ideal and actual self-congruity through a gender-based lens. We gathered data from 301 travellers visiting the Çanakkale dark destination in Türkiye and empirically analysed it by adopting PLS-Henseler’s multigroup and PLS-permutation analysis. Our results confirm significant differences between the effects of destination attachment and self-congruity dimensions (e.g. ideal and actual self-congruity) on travellers’ revisit intention. However, only ideal self-congruity mediates the relationships of attachment towards revisit intention, with this intervention effect being positive for males whereas negative for females. This study offers prominent theoretical and practical contributions to the gender-based destination-marketing research agenda with reliable suggestions for dark-destination authorities and marketers.

Brand Love with Its Antecedents and Consequences: A Research Specific to Mekteb-i Mülkiye

Marka aşkı, pazarlama alanında son yıllarda öne çıkan konulardan birisidir. Kavram pazarlama araştırmaları tarafından kapsamlı bir şekilde ele alınsa da öğrencilerin eğitim aldıkları yükseköğretim kurumlarına aşık olması konusu hakkında bilinenler sınırlıdır. Bu çalışmada, okula olan aşkın bazı öncülleri ve sonuçları araştırılmıştır. Bu kapsamda gerçek benlik uyumu, ideal benlik uyumu, marka itibarı ve eğitim kalitesinin okul aşkıyla olan ilişkisi incelenmiştir. Ayrıca, okula destek davranışı ve okulu başkalarına tavsiye etme, okul aşkının pozitif çıktıları olarak ele alınmıştır. Ankara Üniversitesi Siyasal Bilgiler Fakültesi özelinde yapılan araştırmanın verisi aynı fakülteden toplanmıştır. Öğrencilerden elde edilen 269 anket yapısal eşitlik modellemesiyle analiz edilmiştir. Sonuçlara göre; gerçek benlik uyumu, marka itibarı ve eğitim kalitesi marka aşkını pozitif yönde etkilemektedir. Ancak, ideal benlik uyumunun marka aşkı üzerinde bir etkisi bulunmamıştır. Bununla birlikte, marka aşkının okula destek olma ve okulu başkalarına tavsiye etme üzerinde çok güçlü etkileri olduğu görülmüştür.

Toward a better understanding of key determinants and consequences of masstige consumption

Consumption of masstige brands has emerged as an important research domain. This study investigates the key determinants, mediators, and consequences of masstige brands as they impact the willingness to pay a premium price. Following a pre-test with experts, we identified several brands belonging to masstige categories. Based on a sample of 1249 U.S. respondents, the data were analyzed using structural equation modeling to test the proposed conceptual model. The findings reveal that ideal self-congruence, brand tribalism, inconspicuousness, and brand engagement are key determinants of willingness to pay a premium price through the mediating effect of brand equity and brand happiness. This study’s contribution to the literature is critical because it helps better understand the relevant factors underlying the emerging domain of masstige consumption. The theoretical and managerial implications, limitations, and future research directions are also discussed.

Do customers exhibit engagement behaviors in AI environments? The role of psychological benefits and technology readiness

Although service environments have become increasingly smart due to the infusion of artificial intelligence (AI) technology, little research has examined AI environments and their influence on customer behaviors. This research investigated this issue in the context of services. We explored the direct effects of AI environments (compared with the traditional environment) on customer engagement, the role of customer technology readiness (TR) as a moderator, and ideal self-congruity and trust as mediators. Three studies were designed, and data from situational experiments were analyzed. The moderated mediation analysis suggested that customer engagement behaviors (CEBs) occur when customers with higher TR-optimism perceive ideal self-congruity in a conspicuous AI environment (vs. a conspicuous traditional environment). Additionally, customers with higher TR-optimism are more likely to have trust and perform CEBs for lower anthropomorphism in a conspicuous AI environment. The research findings make theoretical and practical contributions to technology applications, service environments, and customer relationship management.

Impulsive Buying of Fashion Goods on Digital Marketplace among Z-Generation in Batam City: a Multi Method Analysis Approach

This study aims to determine factors such as ideal self-congruence, fashion consciousness, positive emotion, materialism, product attributes, online platform quality, and online sales promotion that affect impulsive buying behavior among Z-Generation in Batam. This study uses quantitative and qualitative method. Sampling method used is convenience sampling for quantitative and disproportionate stratified sampling for qualitative data. A total of 400 questionnaire respondents and 20 interviews which target specifically had an experience of buying fashion products through online platforms, generation Z, and live in Batam. Data analysis using regression analysis by SPSS Statistics 26. The result shows that fashion consciousness, materialism, product attributes, and online sales promotion have a significant effect on impulsive buying. This study provides a different demography compared to previous research, as people from different ages, places, and culture may behave in a different way considering their lifestyle. These can provide insight into what should attract impulsive buying behavior towards Z-Generation consumers in Batam.

Product involvement and routine use of a niche product from a well-known company: The moderating effect of gender

Contemporary well-known companies are making cross-disciplinary efforts to promote niche products outside the scope of their core businesses. However, little is known about the routine use of these niche products. Based on the theory of involvement, we proposed a research model and conducted an online survey regarding Apple Pay to validate the hypotheses. Several insights were obtained through empirical analysis. Specifically, (1) routine use can be affected by product involvement, which in turn is positively influenced by ideal self-congruence and social influence, and (2) the effects of ideal self-congruence and social influence on product involvement are moderated by gender.

Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty to Luxury Brands in Indonesia

Purpose: This research is conducted to examine the influence of ideal self-congruence on customer love and loyalty to two luxury brands. Theoretical Framework: Luxury brands have three dimensions, namely functional, experiential, and symbolic. A brand is said to be luxurious if it has some characteristics such as high quality, high price, sensuality, beauty, exclusivity, historicity, and uniqueness. Customer loyalty to brand is a crucial strategy choice for companies struggling to maintain business continuity. The organizations believes that brand loyalty can provide benefits for organization. Brand love is one of the determinants of brand loyalty. The concept of love developed in the context of interpersonal relationships. Design/Methodology/Approach: Sample random sampling technique used as sampling method in this study, this research collected 214 data through self-administrative survey from respondents of two luxury handbag brands in Indonesia. Analysis method in this research using Structural Equation Modelling (SEM). Findings: There are significant relationships between ideal self-congruence and customer love to brand, between ideal self-congruence and customer loyalty to brand, and between customer love and customer loyalty to brand. Research/Practical/Social Implications: On the theoretical level, this research contributes to a better understanding of how to create customer loyalty to brand through tracking the self-congruence construct and the customer love to brand. On the managerial level, this research provides a very useful actionable guidance to loyalty program managers on how to create luxury brand which incorporates customer ideal self-congruence and simultaneously arises a strong emotional bonding to brand. Originality/Value: The contemporary interest in customer loyalty to brand has resulted in a variety research of it conducted in many areas. Our investigation indicates that there are a few researches which address the relationship between ideal self-congruence, brand love, and customer loyalty to luxury brands.

Effects of multidimensional destination brand authenticity on destination brand well-being: the mediating role of self-congruence

ABSTRACT This study analyzed questionnaires from 626 Chinese tourists by using the partial least squares method to determine the effects of four dimensions of destination brand authenticity (i.e. objective, constructive, postmodern, and existential authenticity) on destination brand well-being and verify the mediating role of self-congruence. Two destination brand authenticity dimensions (i.e. postmodern and existential authenticity) improved destination brand hedonic and eudaemonic well-being through actual and ideal self-congruence while objective authenticity heightened destination brand eudaemonic well-being by ideal self-congruence; however, there are differences in the mediating role of actual and ideal self-congruence. The aforementioned findings contribute to the theory of destination brand authenticity, self-congruence, and well-being and can serve as a reference for the future development of destination brands, such as brand well-being marketing.

Ideal Self-Congruence: Neobanking by Traditional Banks and the Impact on Market Share - A Case of Uae Banks

Purpose: The aim of this study is to examine the effect of adopting neobanking on the market share of traditional banks in the UAE and test the influence of financial performance indicators on the banks’ market share after the digital transformation. Theoretical framework: The financial service sector has been undergoing major transformation due to technological developments and innovations in terms of operating efficiency, client acquisition and organizational structure. Banks are accelerating digital transformation in an attempt to enhance digital presence, lower costs and gain market share. Neobanking is a recent innovation in the Fintech space that has disrupted the financial services sector. Design/methodology/approach: This study employs published data of quarterly financial statements from 2012- 2021. Chow Test was applied, with known structural breaks in the data, based on the implementation of neobanking and our results are based on pooled regression. Findings: The results reveal that neobanking has influenced the bank specific factors and those factors have affected the market share. NPL, ROE and NIM are critical for the market share with each variable affecting all banks contrarily. This paper further identifies that NPL and NIM has a favourable impact on the market share of only one bank. Cost efficiency has no effect on the market share of the banks in the period after launching neobanking. Research, Practical & Social implications: The study has important implications for the management of banks as the results affirm that structural changes made to adopt digital transformation by firms is the key to derive the favorable effects in terms of increased revenue, profitability and lower credit risk. Originality/value: Neobanking is the most recent disruptor in the financial services sector and effect of digitalization in banking sector is becoming the focus of literature of commercial banks. This paper provides insights into bank specific variables that impact financial performance after its digital transformation.