Image Congruence Research Articles

PENGARUH PERSEPSI PENGGUNA TERHADAP KEMANFAATAN DAN SELF-IMAGE CONGRUITYTERHADAP KEBIASAAN, KEPERCAYAAN DAN NIAT BELI BERKELANJUTAN (STUDI SURVEI PADA KONSUMEN MATAHARIMALL.COM)

The purpose of this study was to analyze the effect on percieved usefulness, and self image congruity on habit, trust, andcontinuance intention(consumer survey study onmataharimall.com). Continuance intention is assumed to be significantly affected by percieved usefulness, self image congruity, habit and trust. Explanatory research reported here aimed to test the hypothesis. This is done through a survey of consumers who have been using the service mataharimall.com. Samples of 160 people chosen at random. Data from each of the variables were collected through questionnaires. The analysis technique using Structural Equation Modeling (SEM) with a measurement model Confirmatory Factor Analysis (CFA). The findings indicate that percieved usefulness significant effect on the habits, trust and continuance intention. Self-image congruity proved no effect on confidence but sustained effect on continuance intention. Habits proved significantly influence continuance intention. Trust proved no effect on continuance intention mataharimall.com.

Does image congruence impact the effectiveness of a gain–framed physical activity message?

BackgroundGain–framed messages can improve processing and physical activity, however inconsistency remains about the merits of using different accompanying images. This study explored whether gain–framed messages alongside positive images (congruent) were more effective than negative (incongruent) images at increasing Social Cognitive Theory (SCT) constructs and moderate–to–vigorous physical activity (MVPA).MethodUsing a mixed design participants (N=110) were randomly assigned to read a gain–framed physical activity booklet containing either congruent or incongruent images. Data were collected at two time points (baseline and one week later) using online questionnaires assessing SCT constructs and interviews about MVPA over the previous seven days.ResultsA time by condition interaction showed that intentions (p=.039, η2=.04) and self–efficacy (p=.005, η2=.07)increased in the congruent condition only. There was a time main effect for self–regulation (p=.001, η2=.09) and MVPA (p=.011, η2=.06), but no difference between conditions. Changes in self-regulation predicted changes in MVPA in both conditions (congruent, p=.003; incongruent, p=.030).ConclusionsCongruence between message content and images increased intentions and self–efficacy, but not MVPA. Improving self–regulation may increase physical activity levels regardless of message congruence.

Single-shot spiral imaging enabled by an expanded encoding model: Demonstration in diffusion MRI.

The purpose of this work was to improve the quality of single-shot spiral MRI and demonstrate its application for diffusion-weighted imaging. Image formation is based on an expanded encoding model that accounts for dynamic magnetic fields up to third order in space, nonuniform static B0 , and coil sensitivity encoding. The encoding model is determined by B0 mapping, sensitivity mapping, and concurrent field monitoring. Reconstruction is performed by iterative inversion of the expanded signal equations. Diffusion-tensor imaging with single-shot spiral readouts is performed in a phantom and in vivo, using a clinical 3T instrument. Image quality is assessed in terms of artefact levels, image congruence, and the influence of the different encoding factors. Using the full encoding model, diffusion-weighted single-shot spiral imaging of high quality is accomplished both in vitro and in vivo. Accounting for actual field dynamics, including higher orders, is found to be critical to suppress blurring, aliasing, and distortion. Enhanced image congruence permitted data fusion and diffusion tensor analysis without coregistration. Use of an expanded signal model largely overcomes the traditional vulnerability of spiral imaging with long readouts. It renders single-shot spirals competitive with echo-planar readouts and thus deploys shorter echo times and superior readout efficiency for diffusion imaging and further prospective applications. Magn Reson Med 77:83-91, 2017. © 2016 International Society for Magnetic Resonance in Medicine.

The moderating role of attachment styles in emotional bonding with service providers

AbstractIn this paper, the authors combine insights from several attachment theories to develop a model that help understanding how customer‐service provider emotional attachment (EA) is formed and how customers' attachment styles moderate this formation process. The authors test their predictions with survey data from 416 customers in two service contexts (i.e., grocery retailing and hairstyling). Results indicate that positive emotions and service quality are the most powerful predictors of EA. They also show that attachment styles moderate the effect of positive emotions, service quality, image congruency, and trust. Moreover, results identify preoccupied (versus fearful) customers as those who are the most (versus the least) emotionally tied to their service providers. This research provides several implications for researchers and managers. Additionally, it offers attachment styles as a new segmentation criterion. Copyright © 2016 John Wiley & Sons, Ltd.

Exploring the impact of country-of-origin fit and team identification in sports brand evaluation

ABSTRACTResearch question: This study sought to identify the effects of perceived quality of products associated with country-of-origin (COO) images and its interplay with team identification on overall consumer brand evaluation.Research methods: In order to test the proposed hypotheses, an experimental study using a series of 2 (COO images: incongruent vs. congruent) × 2 (team identification: low vs. high) mixed factorial designs was conducted. One hundred thirty-six college student subjects from a northeastern university in the US participated in the main experiment.Results and findings: Subjects in the congruent COO image condition showed significantly greater positive post-alliance evaluation changes toward the host brand than those in the incongruent COO image condition. Meanwhile, subjects in the incongruent COO image condition showed significantly greater positive post-alliance evaluation changes toward the partner brand than those in the congruent COO image condition.Implications: This study implies that the COO images and consumer team identification jointly affect the product evaluation in a cross-border strategic brand alliance context. In order to target lowly identified consumers, the host brand should collaborate with a partner brand with a favorable country image. By contrast, for highly identified consumers, the partner brand need to ally with a well-known host brand with a favorable COO image so that the partner brand can leverage off the favorable COO image of the host brand.

Antecedents of travellers’ repurchase behaviour for luxury cruise product

This study proposed and tested a theoretical model in which image congruence, affect, satisfaction, switching costs, and trust have an influence on travellers’ decision to repurchase a luxury cruise product by considering the moderating impact of conspicuousness. The model was evaluated using a quantitative approach. The original model included a satisfactory fit and prediction power. The results of the structural analysis revealed that the hypothesized associations between the study variables were generally supported, and such variables had a significant mediating role. In addition, conspicuousness of product use had a moderating impact on the affect–satisfaction–switching costs linkages. Moreover, the prominent role of satisfaction and trust was identified. The findings of this study extended our understanding of the complex of the relationships among study variables in forming luxury cruise passengers’ repurchase intention.

Can healthcare servicescape affect customer’s attitude? A study of the mediating role of image congruence and moderating role of customer’s prior experience

Purpose – The purpose of this paper is twofold. First, develop and test a conceptual model to understand the relationship between customers’ servicescape perceptions, self-image congruity and attitude in healthcare context. Second, to examine the extent to which the relationship between customers’ self-image congruity to attitude in a fully mediated model is moderated by their prior experience. Design/methodology/approach – Utilizing a self-administered survey of 320 customers, the study tested the proposed relationships with robust data analytic techniques. Findings – The results show that favorable servicescape perceptions help customers to form image congruence in terms of symbolic and functional elements and thereby strengthen their attitude. Further, servicescape accentuated image congruence have varying effects on customers’ attitude depending up on customers’ prior experience. Research limitations/implications – This study emphasized the role of servicescape on self-image congruity formation and customer attitude in a new service context (healthcare), and contribute to the body of existing knowledge on servicescapes and image congruity and further verify the soundness and robustness of the integrative theoretical framework. Practical implications – Favorable servicescape perceptions may encourage customers to form image congruence and attitude. In this respect, managers should make efforts to signal desired servicescape perceptions in order to retain existing customers and attract new ones. Originality/value – This study was the first to apply an integrative perspective of inference theory and image congruity theory to the context of hospital services to understand the relationship between servicescape, image-congruity and customer attitude.

The impact of event advertising on attitudes and visit intentions

Abstract This study examines the effects of event advertising on peoples' attitudes and visit intentions toward event-hosting cities. One hundred and ninety-two samples were collected for this study. A 2 × 2 factorial multivariate-analysis of variance (MANOVA) was used to test the first and second set of hypotheses, whereas a separate univariate-analysis of variance (ANOVA) was run to test the last hypothesis. Event advertising was found to have a positive effect on people's attitude toward the hosting cities. Also, people's different levels of city recognition (well-know vs. unknown) significantly influence their attitudes toward the city. However, the effects of event advertising on peoples' attitude toward the city are greater if the city is relatively unknown. In this sense, an unknown city could benefit more than a well-known city by improving the image of the city using event advertising as a promotional tool. Lastly, image congruence affects peoples' attitude toward the event-hosting city.

Brand perception and brand repurchase intent in online apparel shopping: An examination of brand experience, image congruence, brand affect, and brand trust

With continuous growth in online apparel shopping, many consumers have experience not only in purchasing brand products online, but also in making repeat purchases. Although repeat purchases are critical to the success of branded companies, especially in online apparel shopping, limited academic research is found examining factors that influence online shoppers’ intent to repurchase apparel of a particular brand. This research investigated the effects of four types of brand perception (i.e. brand experience, brand image-congruence, brand affect, brand trust) on brand repurchase intent in online apparel shopping. An online survey was conducted with a US national sample of 217 online apparel shoppers who had purchased and worn products from a particular apparel brand. Bootstrapping Structural Equation Modeling was used to test the proposed model and research hypotheses. The findings showed that brand experience and brand image-congruence were antecedents of brand affect. Brand image-congruence and brand affect significantly influenced brand trust. Brand image-congruence and brand trust also had direct effects on brand repurchase intent in online apparel shopping.

The Influence of Brand Image Congruence, Relationship Type and Self-Construal on Consumers’ Purchase Intention

Since ancient times, relation-oriented Chinese people have attached great importance to the philosophy that courtesy calls for reciprocity. However, when choosing gifts, we are always caught in a dilemma: give him what I love, or what he wants. By bringing two variables—relationship type and self-construal into the model studying consumers’ gift-giving behavior, this paper aims to find out solutions to the problem above from the perspective of the consistency of brand image’s influence on the consumers’ purchase intention. The results show that: 1) the brand image congruence and the relationship type have significant reciprocal effect on purchase intention, and 2) the interaction between brand image congruence and self-construal has remarkable impact on purchasing intention.

Brand Image Congruence Through Sponsorship of Sporting Events: A Reinquiry of Gwinner and Eaton (1999)

Does brand sponsorship of sporting events lead to more congruence in consumers' images of sponsoring brands and sponsored sporting events? If so, what factors affect the extent of increase in image congruence? Results of a study with three sporting events (replicate stimuli) and nonstudent participants confirm Gwinner and Eaton's (1999) finding that brand sponsorship increases image congruence. Further, there is a greater increase in image congruence when functional similarity between sponsoring brands and sponsored events is high (versus low). But contrary to Gwinner and Eaton (1999), the present findings do not indicate that the increase in image congruence is moderated by high (versus low) image-based similarity.

The impact of customer’s perceived service innovativeness on image congruence, satisfaction and behavioral outcomes

Purpose – This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promote satisfaction at cognitive and affective level, thereby creating strong behavioral outcomes. Design/methodology/approach – Data were collected through online surveys. The survey aimed at measuring the hypothesized constructs and other study-relevant information. Hypotheses were tested using the structural equation modeling technique. Findings – This paper validates the role of perceived service innovativeness as a mechanism facilitating development and transfer of customer’s image-congruence toward a service firm. It also finds that the image-congruity dimensions fully mediate the relationship between perceived innovativeness and satisfaction. The resultant customer satisfaction leads to the development of behavioral outcomes. Further, the study finds that perceived innovativeness have varying effects on image-congruence dimensions depending upon customer’s prior experience. Practical implications – The study provides evidence to managers that the customer-centric value creation through image-congruence requires development of positive perceived service innovativeness, which will result in customer satisfaction and their behavioral outcomes. Originality/value – The study is the first attempt to find empirical support for the role of perceived service innovativeness to create customer’s image congruity with a service firm. Further, analyzing how perceived service innovativeness, image-congruence, customer satisfaction and behavioral outcomes are related to each other is also an important contribution.

스포츠이벤트와 지역이미지의 일치성과 만족, 신뢰, 재방문의도와의 관계

The purpose of this study was to examine the relationship among community image congruity with sport event, satisfaction, reliability and revisiting invention. A total of 300 participants were selected from hosts who visited during ‘2013 Hwang young jo marathon event’. 285 questionnaires were returned and finally used for this study. The data were analyzed by the frequency analysis, confirmatory factor analysis, reliability analysis, correlation analysis, structure equation model analysis by using SPSS Version 17.0 and Amos 7.0.BR The result was as follows through methods of analysis; First of all, sport event and community image congruity effect on satisfaction. Second, sport event and community image congruity effect on reliability. Third, sport event and community image congruity effect on revisiting invention. Forth, satisfaction effect on revisiting invention. Lastly, reliability effect on revisiting invention.

Assessing the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism: the Shanghai International Marathon

The purpose of this study is to examine the relationships between image congruence, tourist satisfaction and intention to revisit in marathon tourism. The results show that both affective image congruence (AIC) and cognitive image congruence (CIC) have a positive influence on tourist satisfaction and intention to revisit in the context of marathon tourism. The results also reveal that demographic and behavioural characteristics have a significant impact on revisiting intentions; and past experience of marathon tourism controls the relationship between image congruence and tourist satisfaction.

모바일 쇼핑에서 제품착장사진 왜곡이 소비자의 상품태도에 미치는 영향

Abstract : This study investigated how the image exaggeration influence consumer attitude toward product in mobileshopping. Image exaggeration was manipulated by adding light effects on image and adjusting the width for slender mirroreffect. Subjects were randomly allocated to four mock-mobile website stimuli. The overall results showed that the imageexaggeration had negative effect on product attitude mediated by diagnositicity. First, the mediation effect of diagnositicitybetween exaggeration and product attitude was tested by bootstap method. The diagnositicity fully mediated between twovariables and exaggeration had negative total effect on diagnositicity. The image exaggeration had no direct effect on prod-uct attitude. Second, to test the moderating effect of image congruence between the image exaggeration and diagnositicity,conditional indirect effect of diagnositicity was analyzed. As a result, the moderating effect of image congruence was sig-nificant. When consumers perceived high self-image congruence with picture image on mobile website, the exaggerationhad no negative effect on product attitude. This indicates self-image congruence counteracts the negative effect of theexaggeration on diagositicity. And the moderating effect of image aesthetics between the image exaggeration and productattitude was examinated by the conditional direct effect model. The analysis found that image aesthetics had significantmoderating effects particularly on high or low levels of aesthetics. When image aesthetics was perceived as high, imageexaggeration had negative effect on product attitude, whereas image aesthetics was low, image exaggeration had positiveeffect on product attitude. This result indicated that the positive exaggeration effects existed when images were aes-thetically appealing. Key words :mobile shopping (모바일 쇼핑), image exaggeration (이미지 왜곡), diagnositicity (진단성), imagecongruence (이미지 일치성), image aesthetics (이미지 심미성)

The Impact of Image Congruence on Brand Attachment and Loyalty : The Moderating Role of Product Type

The Impact of Image Congruence on Brand Attachment and Loyalty : The Moderating Role of Product Type

The role of auditory cortices in the retrieval of single‐trial auditory–visual object memories

Single-trial encounters with multisensory stimuli affect both memory performance and early-latency brain responses to visual stimuli. Whether and how auditory cortices support memory processes based on single-trial multisensory learning is unknown and may differ qualitatively and quantitatively from comparable processes within visual cortices due to purported differences in memory capacities across the senses. We recorded event-related potentials (ERPs) as healthy adults (n = 18) performed a continuous recognition task in the auditory modality, discriminating initial (new) from repeated (old) sounds of environmental objects. Initial presentations were either unisensory or multisensory; the latter entailed synchronous presentation of a semantically congruent or a meaningless image. Repeated presentations were exclusively auditory, thus differing only according to the context in which the sound was initially encountered. Discrimination abilities (indexed by d') were increased for repeated sounds that were initially encountered with a semantically congruent image versus sounds initially encountered with either a meaningless or no image. Analyses of ERPs within an electrical neuroimaging framework revealed that early stages of auditory processing of repeated sounds were affected by prior single-trial multisensory contexts. These effects followed from significantly reduced activity within a distributed network, including the right superior temporal cortex, suggesting an inverse relationship between brain activity and behavioural outcome on this task. The present findings demonstrate how auditory cortices contribute to long-term effects of multisensory experiences on auditory object discrimination. We propose a new framework for the efficacy of multisensory processes to impact both current multisensory stimulus processing and unisensory discrimination abilities later in time.

The influence of title sponsorships in sports events on stock price returns

The purpose of this study was to examine stock price abnormal returns following title sponsorship announcement and event date of NASCAR, the PGA Tour, and the LPGA Tour. For this purpose, the authors used event study analysis where the analysis measures the impact that a specific event has on stock prices by comparing actual stock returns to estimated returns (Spais & Filis, 2008). An event study analysis demonstrated that title sponsors for the LPGA Tour and NASCAR garnered significant stock price increases on both the announcement date and the event date. The moderator tests suggested that high image congruence and high-technology related sponsorships assumed a key role in stock price increases.

THE ROLE OF BRAND SELF-RELEVANCE IN DEVELOPING BRAND LOYALTY: A STUDY ON THE BRAND LOYALTY FOR HONDA

This study investigates the role of brand self-relevance in developing brand loyalty on the automotive brand, Honda. Indepth interviews of 34 Honda owners in Malaysia were conducted. Those interviewed were asked on their feelings, experiences and loyalty towards Honda. The study conceptualised a research model combining Dick and Basu’s (1994) customer loyalty framework and Sirgy’s (1986) self-congruity theory. Results demonstrated there are two main self-relevance factors influencing consumers’ brand loyalty, which are product or brand user image congruity and need for self-expression. Specifically, study showed need of self-expression plays a significant role in influencing brand loyalty to portray consumers’ ideal, social and ideal-social self-images. Results also reveal brand self-relevance plays a significant role to both behavioural and attitudinal brand loyalty. Results illustrated brand self-relevance plays a more significant role in influencing consumers towards true loyalty than latent, spurious or no loyalty. This study suggests brand managers, advertisers and companies should focus on brand self-relevance in developing brand loyalty strategies to capture brand’s target market and retain them for a long duration of time. Findings provide a more specific direction in developing brand communication strategies and marketing plans to create strong and sustainable brand, retaining greater brand loyalty of the customers.

Branding Online News Providers: Brand Personality and the Image Congruence Effect

This study examined online news brand personality and conducted an empirical test of the image congruence hypothesis. A survey of 271 respondents gauged the brand personality of three online news brands (i.e., Google News, Yahoo! News, and CNN online) and respondents’ self-image perceptions to determine if self-brand image congruence relates to predispositions to behave in a favorable manner toward this brand type. Congruence scores served as indicators of the difference between respondents’ actual and ideal self-image and each brand’s personality assessed on five factors: sincerity, competence, sophistication, excitement, and ruggedness. Self-brand personality distance scores served as independent variables in stepwise regressions with brand attitude and likelihood of visiting/using the online brand as the dependent variables. Significant results, although not accounting for much variance, support the proposed relations, indicating that brand personality and image congruence are worthwhile topics of investigation for online news brands.