Influence Of Self-congruity Research Articles

Co-Branding Strategy in Cross-Industry Business: A Case of Mobile Games and Food Products Collaboration on Indonesian Mobile Games Players

Purpose: This study discusses the cross-industry co-branding strategy of PUBG (Player Unknown's Battle Grounds) Mobile x Indomie products by analyzing the influence of self-congruity and brand fit variables on co-branding and its impact on brand equity and purchase intention carried out on mobile game players in Indonesia. Method: This study used quantitative research methods with the population of Indonesian mobile game players. The study used purposive sampling with a sample of 180 respondents. Data was processed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with SmartPLS 3.0 software. Result: The results of this study prove that co-branding is influenced by brands that have more value and appeal and are influenced by brand combinations that match both symbolic and functional effects. Co-branding with a combination of brands with an equivalent level of equity shares the benefits of co-branding equally, so co-branding with a combination of high and low-equity brands is believed to influence brand equity significantly. Good co-branding will provide a positive evaluation of a brand to encourage consumer purchase intention.

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.

Factors promoting customer citizenship behaviours and the moderating role of self-monitoring: a study of ride-hailing services

PurposeThis study aims to broaden understanding of why customers engage in helping and feedback citizenship behaviours. Beyond traditional attitude–behaviour relationships, limited insight is available on the additional role of symbolic factors, such as self-congruence perceptions, in motivating citizenship behaviours. Literature further suggests self-monitoring affects social behaviours, yet extant research has not accounted for this personality trait’s moderating influence on customer helping and feedback citizenship behaviours. Accordingly, a research model is developed, providing novel insight into factors promoting helping and feedback citizenship behaviours and the moderating role of self-monitoring in a ride-hailing service context.Design/methodology/approachThe research is guided by self-monitoring literature and the social exchange and similarity-attraction theories. Survey data from 609 ride-hailing customers in an emerging market country is analysed using multi-group confirmatory factor analysis and structural equation modelling, and the chi-square difference test.FindingsThis study shows that perceived justice (a cognitive attitudinal factor) influences helping citizenship intention in the low self-monitoring group, while self-congruity (a symbolic factor) affects helping and feedback citizenship intention in the high self-monitoring group. Affective commitment towards the ride-hailing brand (an affective attitudinal factor) does not impact customer citizenship intentions.Research limitations/implicationsAlthough customers may be interested in brands’ functional and symbolic benefits, positive attitudes about the service experienced motivate low self-monitors, while a symbolic-driven factor like self-congruence is more successful in motivating high self-monitors to engage in customer citizenship behaviours.Originality/valueNovel insight is obtained into the additional influence of self-congruity on customer citizenship behaviours, a neglected factor in extant research involving customer citizenship behaviours that is explained by the similarity-attraction theory. Furthermore, this study provides a pioneering view of the relevance of the self-monitoring theory in moderating customer citizenship behaviours, specifically in ride-hailing services.

Functional and Self-Congruity's influence on lodging choice: A comparison of franchise and independent accommodations

Increasingly, guests are choosing accommodations not solely for the functional service quality they provide, but on the experiential and symbolic aspects of lodging stays. While some have begun to compare the influence of functional and self-congruity on lodging choice, there has yet to be a comparison between franchise and independent accommodations. This research compares the influence of functional and self-congruity on intent to choose franchise and independent accommodations. Results reveal that for a sample of 623 U.S. travelers, the decision to choose a franchise or independent accommodation is influenced by both functional and self-congruity. However, the influence of self-congruity on likelihood to stay was greater for independent accommodations than franchise accommodations, signifying that the symbolic aspects of staying at an accommodation are much stronger for independent accommodations. Other analyses such as paired samples t-tests and qualitative word clouds confirm that the two lodging categories are distinct offerings within consumers’ psyche.

The Role of Airline Brand Attachment, Intention to Stay, and Self-efficacy in the Influence of Self-congruity on the Intention to Recommend

The Role of Airline Brand Attachment, Intention to Stay, and Self-efficacy in the Influence of Self-congruity on the Intention to Recommend

The Influence of Self-Congruity on Purchase Intention for Cosmetic Merchandises

Self-congruity theory and purchase intention behavior are a unique combination to better understand the behavior displayed while buying cosmetic merchandises. The article is determined to discuss the effect of self-congruity on purchase intention. Self-congruity theory has been apply extensively in several studied; yet, the attention on cosmetic merchandises is quite limited. As there are four self-concepts that will reveal and predict consumer behavior in purchasing cosmetic merchandise. The four self-concept are actual self-concept, ideal self-concept, social self-concept, ideal social self-concept. Personal self-images that are congruent with product images are usually link with self-congruity. Meanwhile, purchase intention is the degree of possibility to purchase merchandise by consumers. Therefore it is interesting to examine the effect of self-congruity on purchase intention for cosmetic merchandises.

Examining destination personality: Its antecedents and outcomes

Abstract This study of Sardinia, Italy, an island destination in the Mediterranean Sea, examines the role of involvement on destination personality formation process. It further investigates how destination personality affects destination satisfaction and self-congruity, and how self-congruity affects destination satisfaction and destination loyalty. A total of 1266 usable questionnaires were collected via a field survey. Utilizing structured and unstructured research methodologies, three underlying dimensions of destination personality specific to the island of Sardinia were uncovered, namely conviviality, sophistication, and vibrancy. The proposed conceptual model was tested and the results reveal significant relationships between two involvement dimensions (pleasure/interest and sign value) and various destination personality dimensions. Destination personality dimensions were found to have a strong influence on destination satisfaction and self-congruity. Furthermore, the findings provide empirical evidence of the influence of self-congruity on destination satisfaction and destination loyalty. Destination satisfaction was also found to positively influence the two dimensions of destination loyalty: referral and revisit intentions.

Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand

ABSTRACTBrand loyalty is believed to be a sustainable advantage for theme parks. Since theme parks represent a man-made environment purposefully built for specialized market segments, studying factors that lead to brand loyalty for theme park products is of strategic importance. These factors have yet to be identified in the current literature, however. Recognizing the potential influence of self-congruity and flow in the theme park consumption experience, and thus its influence on loyalty, the current study investigated the effect of these constructs on visitor attitude and loyalty towards a theme park brand. The results revealed that both self-congruity and flow are the antecedents of visitor attitude and brand loyalty. The theoretical contributions of this study, as well as managerial implications concerning image projection, branding strategy, and park experience design, are discussed.

Investigating the different congruence effects on sports sponsor brand equity

PurposeThe purpose of this paper is to empirically investigate the following relationships in the Asian sports sponsorship context: first, the influence of self-congruity and perceived congruence on sponsor brand identification and sponsor credibility, respectively; second, the influence of sponsor brand identification and sponsor credibility on sponsor brand equity; and third, the mediating effect of sponsor brand identification and sponsor credibility on the relationship that self-congruity and perceived congruence each have with sponsor brand equity.Design/methodology/approachA field study was conducted in Taiwan, where 410 questionnaires were collected from baseball fans of the Chinese Professional Baseball League (the local professional baseball league).FindingsThe findings support all of the hypotheses and reveal that self-congruity and perceived congruence leverage sponsor brand equity through sponsor brand identification and sponsor credibility, respectively. Both sponsor brand identification and sponsor credibility partially mediate the relationship that self-congruity and perceived congruence each have with sponsor brand equity.Practical implicationsThe findings of this study can assist sponsorship managers in realising how to leverage a sponsor brand equity.Originality/valueThe conceptual model investigated both direct and indirect (i.e. mediated) effects by providing different theoretical explanations to explore how self-congruity and perceived congruence leverage sponsor brand equity in the Asian sports sponsorship context.

The influence of self-congruity, perceived value, and satisfaction on destination loyalty: a case study of the Korean DMZ

ABSTRACTDestination management organizations have increasingly recognized that destination loyalty provides a strategic competitive edge in tourism. In order to better understand the importance of heritage destinations, this study examined the roles of self-congruity, value perception, and travel satisfaction in the development of loyalty in the Korean demilitarized zone (DMZ) destination context. Data were collected among domestic tourists that had visited the DMZ with tour guides. Results identified that destination loyalty was positively affected by self-congruity and travel satisfaction; travel satisfaction was positively influenced by self-congruity and perceived value; and perceived value was positively influenced by self-congruity. Overall, these findings indicate that the interaction of self-congruity, perceived value, and travel satisfaction to the DMZ is essential in influencing visitors’ destination loyalty.

The Influence of Self-Congruity, Functional Image, and Emotional Attachment on Loyalty

Abstract This paper seeks to investigate the interrelationships of self-congruity, functional image, and emotional attachment and loyalty. Specifically, this study tested hypotheses of self-congruity theory in the Islamic banking sector. Much of the previous studies of self-congruity have examined product, brand, and retailers contexts and not much has been explored in the context of banking sector. Questionnaires were distributed to customers of Islamic bank in the city. Results showed that self-congruity has a significant influence on functional image as well as emotional attachment. Functional image is found to have a stronger effect on emotional attachment. Also, self-congruity, functional image, and emotional image have significant influence on loyalty. Interestingly, emotional attachment is a very strong predictor of loyalty and in turn, self-congruity is a strong factor influencing emotional attachment. The key management implication is that Islamic banks should focus on strategies to harness customers’ emotional attachment with the banks.

Self-Concept, Product Involvement, and Responses to Self-Congruent Advertising

This study examines the influence of self-congruity and product involvement on advertising responses. In addition to three traditional advertising responses, attitude-toward-the-ad, brand interest, and purchase intention, this study also examines participants' affective responses (arousal and valence) and their relationships with other advertising responses. The results indicated that while a higher degree of product involvement generated more positive responses toward the product information, within the same product category participants reported more positive emotional responses, more positive attitude-toward-the-ad, stronger brand interest, and stronger purchase intention toward self-congruent brands. Valence and arousal were found to be significantly correlated with attitude-toward-the-ad, brand interest, and purchase intention.