Image Congruence Research Articles

Understanding Potential and Repeat Visitors’ Travel Intentions: The Roles of Travel Motivations, Destination Image, and Visitor Image Congruity

Understanding relations between travel motivations and intentions is important, yet these relations may be complicated by the existence of destination-related factors, such as perceived image. The current study attempts to understand motivation–intention relations from an image formation perspective, in the context of Australian potential and repeat visitors to Indonesia. Structural equation modeling (SEM) results show that, for potential visitors, travel motivations influence travel intentions only indirectly through destination image and visitor image congruity, while for repeat visitors, travel motivations influence revisit intentions both directly and indirectly. Comparisons of motivation–image–intention relations between potential and repeat visitors show that the direct influence of interaction-seeking motivation, destination image, and visitor image congruity on intentions were stronger for repeat than potential visitors, whereas, the influence of novelty- and assurance-seeking motivations on destination image were stronger for potential than repeat visitors. Theoretical and practical implications are discussed.

Mainland Chinese Generation Y tourists to Tibet: Travel constraints, revisit intention and their negotiation

This study aims to examine and explain Mainland Chinese Generation Y tourists' travel constraints and revisit intention to Tibet, and to explore how these constraints are negotiated. A mixed-methods sequential transformative design was adopted in this study. The measurement scale of travel constraints for Tibet visits was developed in the first qualitative phase, which was followed by a quantitative investigation in which analysis of a questionnaire survey revealed that travel constraints had no significant or negative influences on Mainland Chinese Generation Y tourists' revisit intention. A further qualitative study was conducted to explain the quantitative results. Two themes emerged as crucial in negotiating travel constraints: the perception of self-efficacy, and self-concept and destination image congruence. The findings of qualitative and quantitative investigations are integrated and discussed in light of previous literature. Theoretical implications for future research and practical recommendations for the local tourism industry are also proposed.

Identification and emotional attachment in higher education: antecedents and consequences

ABSTRACT Identification and attachment are topics comprehensively investigated in consumer–brand and person–non-business institution relationships. However, little is known about the antecedents and consequences of these concepts in the university–student relationship. We investigate the attachment–identification connection with the student–university relationship viewpoint. Therefore, we first researched the effects of trust, faculty image, perceived quality, and value congruence on student–university identification. Second, we assessed emotional attachment and student satisfaction as identification’s consequences. Finally, we considered positive word-of-mouth as the outputs of attachment and satisfaction. We found that perceived quality, faculty image, trust, and value congruence reinforce student–school identification. Also, identification is the emotional glue that cements the bond between students and school to ensure satisfaction. Besides, attachment and satisfaction lead to positive word-of-mouth. Additionally, serial mediation analyses showed that identification, attachment, and satisfaction create the links between the identification’s antecedents and positive WOM. We also found differences between students and graduates in some relationships.

How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities’ native advertising effectiveness

PurposeThe purpose of this study is to understand how perceived micro-celebrity-product image congruency and product type affect native advertising effectiveness on Instagram. Additionally, the study aims to understand how advertising skepticism and persuasion knowledge affect the effectiveness of native advertising featuring micro-celebrity.Design/methodology/approachThis study was administered online using a 2 (product type: high self-expressive vs low self-expressive) × 2 (micro-celebrity and product congruity: congruent vs incongruent) between-subjects factorial design to test the hypotheses. A total of 186 participants, all Instagram users living in the USA, were recruited using an Amazon Mechanical Turk (MTurk). After screening out 14 respondents who were not Instagram users or did not fully answer the questions, a total sample of 172 valid and complete responses were included for hypotheses testing.FindingsThe results revealed that when native advertising featured highly self-expressive products and micro-celebrities with good product image fit, consumers had a more positive attitude toward the ad and the brand, higher source credibility and higher electronic word-of-mouth intention. In addition, advertising skepticism was found to moderate the effect of micro-celebrity-product fit on source credibility.Originality/valueThis study is the first to examine the effect of micro-celebrity and product congruence on native advertising effectiveness. Moreover, the study provides a better understanding of the advertising skepticism and its influence on source credibility. It discusses why a micro-celebrity’s image is a critical factor in shaping attitudes toward native advertising. This study contributes to both the native adverting and influencer marketing literature.

E-store brand personality congruence for multichannel apparel retail brands

PurposeThis study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.Design/methodology/approachAn online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.FindingsResults revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.Practical implicationsThe findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.Originality/valueThis study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.

Recovering Magnetization of Rock Formations by Jointly Inverting Airborne Gravity Gradiometry and Total Magnetic Intensity Data

Conventional 3D magnetic inversion methods are based on the assumption that there is no remanent magnetization, and the inversion is run for magnetic susceptibility only. This approach is well-suited to targeting mineralization; however, it ignores the situation where the direction of magnetization of the rock formations is different from the direction of the induced magnetic field. We present a novel method of recovering a spatial distribution of magnetization vector within the rock formation based on joint inversion of airborne gravity gradiometry (AGG) and total magnetic intensity (TMI) data for a shared earth model. Increasing the number of inversion parameters (the scalar components of magnetization vector) results in a higher degree of non-uniqueness of the inverse problem. This increase of non-uniqueness rate can be remedied by joint inversion based on (1) Gramian constraints or (2) joint focusing stabilizers. The Gramian constraints enforce shared earth structure through a correlation of the model gradients. The joint focusing stabilizers also enforce the structural similarity and are implemented using minimum support or minimum gradient support approaches. Both novel approaches are applied to the interpretation of the airborne data collected over the Thunderbird V-Ti-Fe deposit in Ontario, Canada. By combining the complementary AGG and TMI data, we generate jointly inverted shared earth models that provide a congruent image of the rock formations hosting the mineral deposit.

여자프로농구 관중이 지각하는 쾌락적 가치와 자아이미지일치성, 팀신뢰, 팀감정, 팀몰입 및 재관람의도의 구조적 관계

이 연구의 목적은 WKBL 관중이 지각하는 쾌락적 가치와 자아이미지일치성, 팀신뢰, 팀감정, 팀몰입 및 재관람의도와의 구조적 관계를 규명하는 것이다. 연구대상은 WKBL 관중이며 조사도구는 설문지이다. 편의표본추출법을 통해 400부를 표집해서 376개의 표본을 최종유효표본으로 선정하였으며, 자료처리는 PASW Ver. 24.0 및 AMOS Ver. 18.0을 활용하였다. 그 결과는 다음과 같다. 첫째, 여자프로농구 관중이 지각하는 쾌락적 가치는 실제적이미지일치성, 이상적이미지일치성 및 사회적이미지일치성에 긍정적인 영향을 미쳤다. 따라서 쾌락적 가치는 자아아미지일치성에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 실제적이미지일치성과 이상적이미지일치성은 팀신뢰에 긍정적인 영향을 미쳤지만 사회적이미지일치성에는 영향을 미치지 않았다. 따라서 자아이미지일치성은 부분적으로 팀신뢰에 긍정적인 영향을 미치는 것으로 나타났다. 셋째, 팀신뢰는 팀감정 및 팀몰입에 영향을 긍정적인 미쳤다. 넷째, 팀감정과 팀몰입은 재관람의도에 긍정적인 영향을 미쳤다. 따라서 WKBL 관중의 재관람의도를 높이기 위해서는 관중이 지각하는 쾌락적 가치를 높일 수 있는 프로그램을 개발할 필요가 있다.

The three-component dimension-based model of self-brand user image congruence

ABSTRACT The existing models and methods of self-brand user image congruence measurement have taken into account desirable characteristics but mostly ignored undesirable changes in the self-image. Addressing this gap, a three-component model of self-brand user image congruence was developed based on self-regulation theory and three cardinal self-evaluation motives. The model enabled a dimension-based measurement not only of a perceived confirmatory value and a positive added value of the brand in consumer self-image, but also of its negative added value. A series of two psycholexical exploratory studies and three separate confirmatory studies established the structure of consumer-to-typical-brand-user comparisons and proved a unique contribution of each component to the explanation of brand preference. The proposed method showed better results than the existing dimension-based indirect method of congruence measurement and allowed for a precise measurement of the symbolic value of the brand for consumer self-image, which has important managerial implications. In-depth knowledge of desired and undesired self-congruence may help marketing managers in targeting consumers and positioning their brands in a better way to appeal to the audience.

Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities

PurposeCelebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online DIY and traditional celebrity endorsers.Design/methodology/approachIn-depth personal interviews were conducted with 15 interviewees with a median age of 23. They were asked to report their overall evaluations and attitudes toward online DIY celebrity endorsers and traditional celebrity endorsers, and their respective endorsement strategies.FindingsAlthough the popularity of online DIY celebrities is growing in China, they received a lower level of appreciation from interviewees than traditional celebrities. The persuasiveness of online DIY celebrity endorsers was not as effective as that of traditional celebrity endorsers. Interviewees even held an overall negative attitude toward online DIY celebrities and their endorsements. Interviewees perceived traditional celebrity endorsers more positively, and their endorsements to be more effective, than online DIY celebrity endorsers.Research limitations/implicationsThe small sample size may constrain any generalization to be drawn from the findings. Future studies are suggested using survey and experiment methodology to further test and compare the persuasiveness of online DIY and traditional celebrity endorsement.Practical implicationsWe suggest communications practitioners continue to use traditional celebrities to improve overall brand image and enhance the target audience’s purchase intention as the exploratory study reveals that audiences have an overall positive experience with traditional celebrities, instead of online DIY celebrities. If online DIY celebrities are preferred in communications strategies, we suggest practitioners carefully select qualified online DIY celebrity endorsers based on image congruence between such online DIY celebrities and the product category in that audiences in the exploratory study are quite cautious when exposed to product endorsement messages from online DIY celebrities. Besides this, audiences have more confidence in product endorsement if there is a fit between online DIY celebrities’ expertise and the endorsed product type.Originality/valueThis is the first qualitative study on consumers’ perception of product endorsement at the level of online DIY and traditional celebrity endorsers.

Do Ambient Conditions (Air Quality, Noise Level and Temperature) and Image Congruity Matter for Boosting Customer Approach Behaviors in the FSC Sector?

The present research presented a conceptual framework by uncovering the apparent role of ambient condition quality (in-flight air, noise level, and temperature), image congruity, love, respect, and perceived ticket price in increasing customer approach behaviors in the full service carrier (FSC) industry. A quantitative method was used. The evaluation of the measurement model verified the quality of construct measures. Findings from statistical analyses demonstrated the significant associations among research variables, and identified the mediating nature of FSC love and FSC respect. In addition, the important moderating effect of perceived FSC ticket price was found. A prominent role of ambient condition quality in eliciting approach behaviors was also explored. Overall, our theoretical framework contained a prediction power for approach behaviors. The research findings thus assist FSC researchers and practitioners to better understand the process of generating the customer decision-making process and behaviors that are positive for full service carriers. This research hence successfully fulfilled its objective to discover the influences of the customer approach behaviors in the full service carrier (FSC) industry.

Green Hotels: Exploring the Drivers of Customer Approach Behaviors for Green Consumption

This research developed an integrated theoretical framework encompassing green image congruence, care for the environmental consequences, eco-conscious behaviors, sense of moral obligation, and perceived environmental corporate social responsibility (CSR) in order to explain customer approach behaviors for green hotels. Previous researches discussed about environmental behavior and consumer behavior. However, customer environmentally responsible approach decision formation and consumption activities are an insufficiently explored topic. This study implemented quantitative research methodological. The findings of this study showed the correlation of research constructs are significant and such relationships contribute to boosting of customer approach behaviors. Sense of obligation to take green actions as a mediator maximized the effect of other research variables on approach behaviors. In addition, a prominent role of the sense of moral obligation to take green actions in determining approach behaviors was uncovered. Perceived environmental CSR played a vital moderating role within the proposed conceptual framework. The outcomes of this research can help hotel operators and academics better comprehend customer pro-environmental decision-making process and behaviors.

스포츠 브랜드의 이벤트성 마라톤대회 이미지 일치성이 브랜드 감정, 태도 및 충성도에 미치는 영향

The purpose of this study was to identify the effect of image congruity of sports brand corporate"s event marathon on brand emotion, attitude and loyalty and aimed to propose strategic marketing methods to sports brand companies based on the result. The questionnaires were distributed to people who have participated in the event marathon. A total of 332 questionnaires were used as final validity sample and for data analysis, exploratory factor analysis, correlation analysis and regression analysis were used with SPSS 21.0. The results of this study are follows. 1) The image congruity of sports brand corporate"s event marathon had positive influence on brand emotion. 2) The image congruity of sports brand corporate"s event marathon had positive influence on brand attitude. 3) The image congruity of sports brand corporate"s event marathon had positive influence on brand loyalty. According to the result, sports brand companies can expect to generate profits through strategic marketing and sales taking into account the image consistency of the event and the characteristics of the participants.

Image congruence between sports event and host city and its impact on attitude and behavior intention

PurposeImage congruence is one central metrics that significantly influences image transfer. Nevertheless, studies on impact of image congruence on consumers' attitudinal and behavioral components in the context of sport tourism remain few. Therefore, this study aims to investigate the relationship among image congruence between sport event and host city, spectators' attitude toward the event and city and their intention to revisit and recommend the event and city. A mediating role of attitude in the relationship between image congruence and behavioral intention was also examined.Design/methodology/approachThe study selected non-local spectators of the F1 Chinese Grand Prix and Shanghai ATP Masters 1000 as the participants. A total of 491 valid questionnaires were obtained from the survey of two events, including 222 from F1 Chinese Grand Prix and 269 from Shanghai ATP Masters 1000. Among respondents, 360 were Chinese spectators from other regions (73.3%) and 131 were international spectators (26.7%). The data were analyzed via descriptive statistics, correlations, factor analysis, exploratory factor analysis (EFA), confirmatory factor analysis (CFA), hierarchical regression analysis and ANOVA.FindingsThe results showed that image congruence between sports event and host city had a positive impact on spectators' attitude toward and intention to recommend the city; but it had no significant impact on attitude toward event, intention to revisit and recommend the event and intention to revisit the city. Attitude toward event had a positive impact on intention to revisit and recommend the event, and attitude toward host city had a positive impact on intention to revisit and recommend the city. In addition, attitude toward host city fully mediated the relationship between image congruence and intention to recommend the city.Originality/valueThe current study provides a meaningful contribution to the existing literature by examining the impact of image congruence on spectators' attitudinal and behavioral components in the context of sport tourism.

국내 골프선수 후원을 통한 기업의 브랜드 이미지와 이미지 일치성이 스폰서십 효과에 미치는 영향

국내 골프선수 후원을 통한 기업의 브랜드 이미지와 이미지 일치성이 스폰서십 효과에 미치는 영향

A Recommender System Model Using a Neural Network Based on the Self-Product Image Congruence

This study predicts consumer preference for social clothing at work, excluding uniforms using the self-product congruence theory that also establishes a model to predict the preference for recommended products that match the consumer''s own image. A total of 490 Korean male office workers participated in this study. Participants'' self-image and the product images of 20 apparel items were measured using nine adjective semantic scales (namely elegant, stable, sincere, refined, intense, luxury, bold, conspicuous, and polite). A model was then constructed to predict the consumer preferences using a neural network with Python and TensorFlow. The resulting Predict Preference Model using Product Image (PPMPI) was trained using product image and the preference of each product. Current research confirms that product preference can be predicted by the self-image instead of by entering the product image. The prediction accuracy rate of the PPMPI was over 80%. We used 490 items of test data consisting of self-images to predict the consumer preferences for using the PPMPI. The test of the PPMPI showed that the prediction rate differed depending on product attributes. The prediction rate of work apparel with normative images was over 70% and higher than for other forms of apparel.

Measuring the Gaps in the Projected Image and Perceived Image of Rural Tourism Destinations in China’s Yangtze River Delta

Destination Marketing Organizations (DMOs) at all levels have an ultimate goal of building strong and positive images for their destinations. However, the projected image from the supply side is not necessarily the mirror of the perceived image from the demand side. This study adopted the content analysis method to evaluate the projected image and perceived image of rural destinations in China to see whether there is any discrepancy between and within the two categories. Comparative analysis of different information sources including web contents and on-site visitor interviews were processed. The evaluation of image congruency demonstrates that official websites focus more on cognitive image elements (knowledge and beliefs of the place). Besides promoting attractions, it provides information on geography background and promotes local culture. Business web content promotes attractions, package tour, and activities which can generate revenue. The perceived image includes more sentiment contents: on-site visitors expressed more negative attitude, but social media comments are relatively positive.

Conceptualizing Self-Concept and Brand Image Congruity Relating with Shopping Behavior

Conceptualizing Self-Concept and Brand Image Congruity Relating with Shopping Behavior

Celebrity endorsements for luxury brands: followers vs. non-followers on social media

This study investigated luxury brand celebrity endorsements on social media by focusing on the relationships among three pairs of image congruence (i.e., brand-celebrity, self-brand, and self-celebrity), three constructs of consumer evaluations (i.e., ad attitudes, brand attitudes, and self-brand connections), and two facets of behavioral intentions (i.e., engagement and purchase). This study also examined whether celebrity endorsements' effectiveness differs between brand followers and non-followers. This results showed that image congruence in the self-brand pair positively influenced all three constructs of consumer evaluations. In addition, self-brand connections were significant in predicting both engagement and purchase intentions. There were differences between followers and non-followers concerning the congruence-consumer evaluation-behavioral intention relationship. This study extends the existing literature on celebrity endorsements and provides luxury brands with valuable insights regarding celebrity endorsements on social media.

중국 한족과 소수민족의 자아이미지 일치성에 따른 패션제품의 색채 및 이미지 선호도 연구

The purpose of this study is to analyze the image preference for fashion products according to the student consumers" self-image consistency of Hanzu(漢族) and ethnic minorities (滿洲族, 回族, 苗族) and to provide directions and marketing strategies for developing fashion products preferred by consumers in the huge Chinese fashion industry. Data for the study were conducted during the period from January 10, 2019 to February 10, 2019, with a total of 373 copies used for empirical analysis. The conclusions of this study are summarized as follows. First, The match of Hanzu(漢族) female college students" images affects the color preference of fashion products and the image preference of fashion products, according to the report. Also, the color preference of fashion products and image preference of fashion products are found to have mutual influence. Second, The match of Huizu(回族) female college students" images affects the color preference of fashion products and the image preference of fashion products, according to the report. Color preferences for fashion products and image preferences for fashion products do not affect each other. Third, Manzu(滿洲族) Women’s University’s student identity does not affect the color preference of fashion products, while the student’s image congruence affects the image preferences of fashion products, the report showed. Color preferences for fashion products and image preferences for fashion products are found to affect each other. Fourth, The match between the colors of Miaozu(苗族) fashion products and the image preference of fashion products was found to have no effect on the image preference of Miaozu female students. Also, the color preferences of fashion products and image preferences of fashion products do not affect each other.

Image congruity as a tool for traveler retention: a comparative analysis on South Korean full-service and low-cost airlines

ABSTRACT Retaining customers is irrefutably one of the top priorities in the increasingly competitive airline marketplace in South Korea. This research was an empirical endeavor to better comprehend the role of image congruence, attitude, confidence, and love in building airline customers’ repeat patronage intention by considering the moderating impact of airline type. Our result demonstrated the significant role of these constructs in determining intention. In addition, airline type had a significant effect. Moving one step further than the extant literature, this study successfully developed a meaningful conceptual framework offering a clear understanding of the convoluted customer post-purchase decision formation.