Image Congruence Research Articles

Event city congruence and behavioural intentions: insights from the Oran 2022 Mediterranean games

ABSTRACT This study examines the relationship between event-city image congruence, destination image, and behavioural intentions towards both the destination and the event. Prior to the event, 620 Algerians living outside of the host city (Oran) completed an online questionnaire. The conceptual model was validated using PLS-SEM. The findings indicate that congruence has a positive effect on destination image and all behavioural intentions. The cognitive and affective image of a destination influences the intention to revisit, recommend it, and attend an event.

Investigating the technology acceptance model, image congruence and cultural differences in facial recognition payment adoption

Investigating the technology acceptance model, image congruence and cultural differences in facial recognition payment adoption

Brand Identity and Brand Image Congruence to improve branding Practices: A Multi-Case Study on Startups

This study investigates the relationship between mindfulness, digital competencies, social media usage, and work performance in Pakistan’s automobile sector. The research explores the roles of trust, mindfulness, shared vision, digital competency, knowledge transfer, and network ties within this industry. The automobile industry demands high levels of employee performance, and social media networks are increasingly used for communication and interaction. This research hypothesizes that social media usage fosters employee trust, leading to better interaction and knowledge transfer. Additionally, mindfulness training is proposed to enhance work performance and reduce employee turnover. A quantitative approach with a conceptual framework will test these hypotheses. The findings will contribute to a better understanding of how these factors influence work performance in the Pakistani automobile industry.

PENYEBAB REPURCHASE INTENTION BEHAVIOR PADA KOPI NEIRA DI SURABAYA: CITRA DIRI ATAU KUALITAS?

Coffee has long been a popular beverage around the world. This is also the primary reason for business owners to create a coffee shop, as it is easy to find coffee enthusiasts. The competition in the coffee shop business is becoming more intense as time passes, as seen by the ease with which coffee shops are everywhere, particularly in the big city and small city. These coffee businesses fight to attract customers and foster high repurchase intentions among their customers. The independent variables are self-image congruity, customer-perceived service quality, and contentment. The selected independent variables are self-image congruity, customer-perceived service quality and customer satisfaction. This study focuses on Neira Coffee, a coffee shop with numerous outlets throughout Indonesia. The data were gathered by distributing questionnaires, resulting in 154 samples of Neira Coffee Surabaya consumers aged 18 and up who live in Surabaya.The results showed that self-image congruity and customer-perceived service quality had a significant effect on customer satisfaction, self-image congruity and customer satisfaction had a significant effect on repurchase intention, while customer-perceived service quality had no significant effect on repurchase intention. It was also found that customer satisfaction was able to mediate the effect of self image congruity and customer perceived service quality on repurchase intention. Thus, self image congruity and customer perceived service quality have a significant effect on repurchase intention for Neira Coffee Surabaya consumers through customer satisfaction as a mediating variable.

미디어 사업자와 이용자의 정파적 이미지 일치가 뉴스와 예능 브랜드 충성도에 미치는 영향 : 자아 일치성 이론과 이용자 편익의 매개 효과를 중심으로

미디어 사업자와 이용자의 정파적 이미지 일치가 뉴스와 예능 브랜드 충성도에 미치는 영향 : 자아 일치성 이론과 이용자 편익의 매개 효과를 중심으로

CSR fit with CEO image: Unpacking its influence on stakeholder engagement and authenticity perception

ABSTRACT This study explores the significant role of Chief Executive Officers (CEOs) in communicating a corporation’s commitment to Social Responsibility (CSR) and their influence on consumer engagement in CSR initiatives. This study introduces a conceptual model that integrates the sense-making approach and social exchange theory within the CSR domain. The model posits a positive correlation between a CEO’s ethical leadership, their personal image congruence with CSR initiatives, and consumer engagement in CSR. Central to this study is the empirical testing of the model, which revealed that CSR authenticity and Consumer-Company Identification (CCI) significantly mediate the relationship between CEO attributes and consumer engagement. Data collected from an online survey with 988 respondents supported that CEOs who are perceived as ethically sound and whose personal image aligns with CSR initiatives tend to foster higher levels of consumer engagement through enhanced perceptions of CSR authenticity and strengthened CCI. These findings offer new insights into the dynamics of CEO influence on CSR communication and consumer engagement.

Effects of Daegu Image Congruence, Emotional Responses, and Festival Involvement on the Daegu International Musical Festival

Effects of Daegu Image Congruence, Emotional Responses, and Festival Involvement on the Daegu International Musical Festival

Do we love celebrity endorsers? The joint impacts of consumers' need for status, celebrity’s star power and image congruence on celebrity endorsement effectiveness

PurposeThe current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.Design/methodology/approachA factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.FindingsResults indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.Practical implicationsThis study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.Originality/valueWhile most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

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.

중국 여성 심리적 안정감이 자기(복장) 이미지, 이미지 일치성, 외모 지향성에 미치는 영향 연구

This research is aimed at explore the Chinese women's psychological security under the influence of self-clothing image, image congruence and appearance orientation. A regression analysis of 272 Chinese women found that, first, all sub-factors of psychological security have a positive impact on their self-clothing image, image congruence and appearance orientation except for self-discipline. Second, self-clothing image had a positive influence on image consistency and appearance orientation, while image consistency had a positive effect on appearance orientation. This research upon these factors, not only contribute to a theoretical basis for understanding the types of women's psychological security, but the conclusion has marketing information and practical significance for clothing enterprises

How do controversial foreign country images affect consumers?

AbstractResearch shows that controversial political–economic, social, and environmental country images affect consumer responses to foreign products. This study adds to the existing evidence by examining the contingent role of subjective country knowledge and (domestic vs. foreign) country image congruence in the relationships between foreign country image and two major determinants of country‐driven (anti‐)consumption: foreign product judgements and consumer animosity. The findings draw on survey data (N = 400) on Spanish consumers' views of China and Chinese apparel products. The results indicate that higher subjective knowledge about social and environmental issues (negatively) affecting the foreign country can lead to attenuated (positive) relationships between such country images and foreign product judgements. Further, more negative foreign product judgements can result from incongruent country images—that is, when consumers are more critical of the foreign than of their home country in political–economic, social, and environmental areas. Instead, there is limited support for the hypotheses involving consumer animosity as an outcome. Implications for theory, policy, and practice are discussed.

Contrastive Adversarial Training for Multi-Modal Machine Translation

The multi-modal machine translation task is to improve translation quality with the help of additional visual input. It is expected to disambiguate or complement semantics while there are ambiguous words or incomplete expressions in the sentences. Existing methods have tried many ways to fuse visual information into text representations. However, only a minority of sentences need extra visual information as complementary. Without guidance, models tend to learn text-only translation from the major well-aligned translation pairs. In this article, we propose a contrastive adversarial training approach to enhance visual participation in semantic representation learning. By contrasting multi-modal input with the adversarial samples, the model learns to identify the most informed sample that is coupled with a congruent image and several visual objects extracted from it. This approach can prevent the visual information from being ignored and further fuse cross-modal information. We examine our method in three multi-modal language pairs. Experimental results show that our model is capable of improving translation accuracy. Further analysis shows that our model is more sensitive to visual information.

The Effect of Self-Congruity and Trust Toward Brand Loyalty Based on Image Congruity Theory

The purpose of this research is to recognize the influence of self-congruity and trust on brand loyalty in expedition services based on image congruity theory. The number of illustrations taken using 209 people, with universal criteria in Yogyakarta and Central Java. Truts variable becomes a novelty in this research. This research is based on image congruity theory which presents the suitability of cognitive-based self-image with consumer self-concept. The gap in this research is self-congruity, which has different results in previous studies. In this research using quantitative procedures, the method of taking illustrations uses purposive sampling. The information testing process uses IBM SPSS 22 and SEM Application- AMOS 24. The results of this research prove that there are four supported hypotheses and one hypothesis is not supported. Trust on brand loyalty does not affect and is not significant.

‘Seeing is experiencing’: impact of showcasing fashion merchandise on digital platforms

Purpose The principal purpose of this study is to analyze the consumer emotions on virtual merchandising in the context of social consumption ecosystem driven by value and lifestyle across the big middle consumer segment. Design/methodology/approach The qualitative information has been collected from 114 respondents selected through snowballing technique within the metropolitan area of Mexico City. A semi-structured research instrument was used to conduct the in-depth interviews online. Findings The results of the study indicate that technology-led virtual merchandising stimulates arousal and merriment among consumers, which converges the self-image congruence and appearance similarity. The subjects of the study have endorsed that visual stimulus leading to self-image and body image congruence develop consistent arousal and merriment, which lead to positive purchase intentions and buying decisions and inculcate the perception as seeing is experiencing. Research limitations/implications The samples drawn for this study may also limit the possibilities of generalization of the study results and map the consumer behavior in a predetermined pattern. Practical implications This study is founded on the theoretical maxims of theory of visual perceptions, cognitive theory of reasoning, theory of appearance and reality and Heider’s balance theory and contributes to these theories by explaining the relationship between the social self-concept and self-image congruence. Social implications Firms retailing online fashion apparel should also be engaged in developing user-generated contents through communications on social media encouraging experiential videos, slogans and reviews. Originality/value This paper significantly contributes to theoretical and practical implications on virtual shopping, emotions and beliefs and consumption culture.

Keep it real: Assessing destination image congruence and its impact on tourist experience evaluations

Inaccurate promotional information about tourist destinations may result in tourists' negative evaluations. This study proposes a new approach to measure the congruence between projected and received images of a destination's attractions. Based on online textual data, this study investigates how image congruence influences tourists' evaluations of their destination experiences. Using promotional messages and reviews of attractions in Hainan, China obtained from a leading Chinese online travel agency (Ctrip) and a three-way fixed-effects regression model, this study demonstrates that image congruence positively affects tourists' appraisal of their destination experiences. External crises (e.g., the COVID-19 pandemic), the readability of promotional messages, and tourists' expertise moderate this relationship, reducing the positive impact of image congruence on tourist experience evaluation. This study bridges theoretical and empirical gaps in destination image (in)congruence research, informing tourism marketing agencies of effective promotional strategies in different contexts.

Understanding Revisit Intention During Covid-19: A Protection Motivation Theory Perspective

This study aims to empirically investigate the influence of destination image, visitor image congruity, and perceived related health issues on revisit intention and the role of perceived risk as moderators in these relationships. We integrated the theory of self-congruity and protection motivation theory to understand post-pandemic travel behaviour further. Using a moderated regression analysis (MRA), data are collected from 402 students from two universities in Jakarta. The results from the study provide that destination image and image congruity are positively related to revisiting intention, while perceived risk has a negative direction. Moreover, perceived risk is essential in the relationship between destination image, image congruity, and revisit intention. These results extend a model for predicting travel behaviour in crisis/pandemic situations, corroborating the earlier studies, and providing practical implications for stakeholders and tourism area managers.

Antropomorfisme Merek dalam Kajian Filsafat Ilmu

Background – Anthropomorphism refers to the customer's tendency to think of a human characteristic that is in a product or brand and has become a brand positioning strategy that has received attention in marketing research in recent years. Anthropomorphism strategy is needed and becomes an effective alternative strategy in marketing communication, but there is some debate about the success of anthropomorphism strategy in marketing communication. The discrepancy in the findings of the debate makes the anthropomorphism strategy interesting for further research, especially on consumer attitudes.
 Aim – Anthropomorphism concept is very important in developing a brand for the consumers. Marketing strategies can provide information about the introduction and market’s problems, provide information on alternative solutions, analysis of alternative solutions, and evaluation. The anthropomorphism strategy is used to get closer and communicate the brand to the consumers. This study develops a conceptual framework that describes the philosophy of science about brand anthropomorphism from a marketing perspective.
 Design/methodology/approach – This study uses secondary data in the form of literature studies and mapping on 78 articles published in Scopus-indexed journals, especially Q1 and Q2 for 47 years from 1975 to 2021. The framework is presented in 3 main aspects that are ontology, epistemology, and axiology. That aspect is discussed in depth in accordance with the development of existing scientific studies.
 Findings – Brand anthropomorphism is one of the most effective marketing strategies to bring brands closer to their consumers. This study found the antecedents and consequences of brand anthropomorphism, such as brand image congruity, anthropomorphic advertisement, customer intention, willingness to register, etc. These findings, theoretically, it is expected to provide a roadmap for further anthropomorphism research and practice as the input in determining marketing strategies for companies. 
 Research implication – A conceptual model of brand anthropomorphism is presented with an explanation of the influencing factors and the factors that are influenced. This study can help for further research about anthropomorphism. 
 Limitations – This study only refers to Scopus Q1 and Q2 for 47 years from 1975 until 2021.

Intangible cultural heritage souvenirs: image congruity and brand influence on tourists’ purchase intention

Recuerdos del patrimonio cultural inmaterial:la influencia de la consistencia de la imagen y la marca en la intención de compra de los turistasResumenPropósitoBasado en la congruencia objeto-objeto, el presente estudio busca esclarecer los factores impulsores y el mecanismo antecedente sobre la disposición de los turistas a adquirir recuerdos del PCI.Diseño/metodología/enfoqueEl presente estudio utiliza una escala de Likert de cinco puntos para recopilar datos y plantea un Modelo de Ecuaciones Estructurales (MEE) para estudiar este asunto.ResultadosLa congruencia entre el heredero/recuerdo del PCI se relaciona de forma positiva con la intención de compra de recuerdos del PCI por parte de los turistas y con la autenticidad percibida; la autenticidad percibida y la identidad de marca ejercen un efecto mediador en cadena entre la congruencia entre el heredero/recuerdo del PCI y la intención de compra de recuerdos del PCI.Originalidad/valorEl presente estudio explora el mecanismo antecedente de la intención de compra de los turistas de recuerdos de PCI a partir de la tercera perspectiva de la teoría de congruencia de la imagen (la congruencia objeto-objeto).Implicaciones teóricasEl presente estudio justifica la validez y racionalidad de la congruencia objeto-objeto, extendiendo la teoría de la congruencia de imagen.Implicaciones prácticasLos minoristas de los recuerdos del PCI deben fomentar que los herederos del PCI respalden y promocionen sus productos al mismo tiempo que los crean. Ellos pueden contar sus propias experiencias o crear experiencias entretenidas para turistas mediante la enseñanza mediante ejemplos.Limitaciones/implicaciones del estudioEl presente documento no tiene en cuenta los factores individuales, situacionales y culturales e ignora el posible papel moderador de estos factores. Dicho tratamiento simplifica la viabilidad de este estudio, aunque podría dar lugar a una desviación entre los resultados de la presente investigación y los resultados reales.

The Impact of Self-Store Image Congruency on Consumer Engagement and Store Attachment in the Grocery Retail Sector in Kuwait

The Impact of Self-Store Image Congruency on Consumer Engagement and Store Attachment in the Grocery Retail Sector in Kuwait

Exploring the role of brand–sustainability–self-congruence on consumers' evaluation of luxury brands

PurposeWith increasing managerial attention on the strategic promotion of brand-related sustainability initiatives (BSI), this study explores the psychological role of image congruence of the triad comprising brand, BSI and self-concept (brand–sustainability–self-congruence; BSSC). The study assesses the predictive effect of BSSC on consumers' brand evaluations and its variation according to the brand types and consumers' attributes. The purpose is to provide managerial suggestions as well as theoretical implications to build an effective BSI strategy from the perspective of consumer psychology.Design/methodology/approachThe data from 409 respondents in Japan are assessed to discuss the relationships among BSSC based on actual/ideal self-concept (actual/ideal BSSC), brand trust, brand affect and purchase intention according to hypothetical BSI settings.FindingsThe results suggest a significant role of BSSC in consumers' brand evaluation mechanisms associated with BSI: mostly, actual BSSC affects non-luxury brand evaluation, while ideal BSSC affects luxury brand evaluation. Likewise, the effects of actual/ideal BSSC seem to vary according to consumers' income levels.Practical implicationsThe results suggest that managers strategically consider consumer psychology of brand evaluation with actual/ideal BSSC, income levels and brand attributes such as luxury level in BSI planning. Thus, they may predict its contribution to brand equity, leading to companies' performance being compatible with environmental contribution.Originality/valueThis study uniquely extends the self-congruity theory and discusses the psychological brand evaluation mechanism comprising BSSC, presenting the switching role of actual/ideal self-concept according to brand types and consumers' attributes.