Personality Congruence Research Articles

Exploring the effects of audience and strategies used by beauty vloggers on behavioural intention towards endorsed brands

Influencer marketing has become a potent and dynamic force in the digital age, changing the face of marketing in a variety of sectors. Even though social media influencers are still important in corporate communication strategies, there are still unresolved issues concerning what exactly makes an influencer powerful and how that influence impacts the behaviour of their followers. This research investigates the role of interactional elements used by beauty vloggers on the purchase intentions of consumers. In addition to the influence of beauty vloggers, there are inherent aspects that impact consumer purchasing behaviour. The present study also examines the impact of audience characteristics in forming consumer attitudes towards beauty vloggers that result in shaping favourable consumer behaviour. The study was carried out on individuals aged 16 to 45 years, who use social platforms regularly. Data obtained from 367 respondents from North India was analysed using structural equation modelling with the SmartPLS software. The outcome of the study demonstrates that interactional elements used by beauty vloggers impact the behaviour of consumers. The results also showed that perceived influence serves as a partial mediator in the relationship between interactional elements and consumers’ purchase intention. Moreover, findings indicate that when consumers hold favourable attitudes towards beauty vloggers, the impact of self-concept and personality congruence enhancement on consumer behaviour is amplified, showcasing the mediating role of consumer attitude. The study’s findings offer insights that can assist industrial marketers and cosmetic company practitioners in strategically selecting influencers to boost sales.

Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being

PurposeThis research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.Design/methodology/approachThree studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.FindingsBSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.Practical implicationsFor BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.Originality/valueIn the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

The Power of Personality Congruence in Crafting Brand Love and Loyalty: An Investigation of Retail Fashion Brands in Pakistan

The Power of Personality Congruence in Crafting Brand Love and Loyalty: An Investigation of Retail Fashion Brands in Pakistan

The Impact of Brand Personality Congruence on Brand Loyalty in Social Media Interactions: A Cultural Difference Perspective

This paper examines the impact of brand personality congruence on brand loyalty in the context of social media interactions, with a focus on cultural differences. By analyzing the extent to which consumers’ perceptions of a brand’s personality align with their own self-concept, this study aims to understand how this congruence influences brand loyalty across different cultural settings. The research utilizes a mixed-methods approach, combining quantitative surveys with qualitative interviews to gather insights from social media users in various cultural contexts.

Assessing the Impact of Chatbot-Human Personality Congruence on User Behavior: A Chatbot-Based Advising System Case

Assessing the Impact of Chatbot-Human Personality Congruence on User Behavior: A Chatbot-Based Advising System Case

Exploring the person-organization fit and organizational citizenship behavior of academic staff working in the south-west Nigerian public universities

The study examined the effect of person-organization fit and organizational citizenship behavior of academic staff working in southwest Nigerian Public Universities. The study adopted a cross-sectional survey research design method. A sample size of 400 employees of the selected universities in South-West Nigeria was chosen from a total population of 8,540 employees. The stratified random sampling technique was adopted for the study. The Work Engagement Scale (WES), Organizational Citizenship Behaviour Checklist (OCBC), Personal Values Scale (PVS), and Value Congruence Scale were used to collect data (VCS). The statistical techniques used for data analysis were descriptive statistics, correlation, and regression analysis. All analysis was done using the statistical package for social science (SPSS) software version 25. Findings showed that value congruence (Coef. = 0.1770, P = 0.010), personality congruence (Coef. = 0.3400, P = 0.000), and work engagement congruence (Coef. = 0.1630, P = 0.001), have significant and positive effects on organizational citizenship behavior. Findings showed that 25.8% of the change in organizational citizenship behaviour was brought about by the dimensions of person-organization fit. The study concluded that person-organization fit has a significant positive effect on the organizational citizenship behaviour of academic staff working in South-Western Public Universities. The study recommended amongst others that qualified individuals with strong organizational fit and moral character are to be chosen for placement in the academic staff cadre structure of universities. The study established that value congruence, personality congruence, and work engagement congruence contribute significantly to organizational citizenship behavior of academic staff in the south-west Nigerian Public Universities.

Influence of celebrity, destination and tourist personality on destination attachment and revisit intention: Moderating roles of endorsement embeddedness, destination crowding and gender

We draw on the congruity theory and brand personality literature to investigate the influence of three personality dyads—(1) tourist–destination personality congruence, (2) tourist–celebrity endorser personality congruence and (3) celebrity–destination personality congruence—on the destination attitude, destination attachment and revisit intention of tourists. We conduct two studies to examine the hypotheses. Study 1 (n = 1502) shows, using a survey design, that both celebrity–destination personality congruence and tourist–destination personality congruence increases tourists' destination attitude and attachment. Destination attachment is the psychological mechanism that underlies the influence of destination attitude on revisit intention. Tourists’ gender moderates the impact of tourist–destination personality congruence on destination attachment. Moreover, low destination crowding accentuates the effect of destination attitude on destination attachment. Study 2 (n = 509) uses a one-factor between-subject design to demonstrate that embedded celebrity endorsements on social media accentuate the impact of celebrity–destination congruence on destination attitude and attachment.

How (in)congruence of leader–follower learning goal orientation influences leader–member exchange and employee innovation

PurposeDrawing on the person–supervisor fit theory, this study aims to adopts a dyadic and relational approach to investigate the congruence between the leader’s and the follower’s learning goal orientation (LGO) on their leader–member exchange (LMX) quality and the follower’s innovation.Design/methodology/approachThe participants were 213 frontline employees and their 69 immediate supervisors from a large five-star hotel in China. The authors analyze the multiple-wave data using the cross-level polynomial regression approach.FindingsThe results show that when the levels of LGO between the leader and the follower are congruent, follower innovation and LMX are higher; when the levels of LGO between the leader and the follower are incongruent, it hinders LMX but benefits follower’s innovation.Research limitations/implicationsThis study implies that personality congruence and incongruence can be equally important in creating positive work outcomes, enriching the theoretical understanding and practical implications for promoting LMX and follower innovation in hospitality industry.Originality/valuePrior research has identified the importance of employees’ LGO in promoting innovation. However, the fit between employees’ and their leaders’ LGO has not been investigated.

Analyzing the Influence of Korean Celebrities as Brand Ambassadors toward Customer Loyalty in Indonesia

K-Wave, also known as Hallyu, has taken over Indonesia, particularly among millennials. It is getting more challenging to find luxury brands that do not hire K-pop stars or Korean celebrities as their global ambassadors. Due to their promising engagement, several brands in Indonesia are currently courting Korean celebrities to become brand ambassadors. It is important to note that customers may be aware that the artist may not use products from all of the brands. Consequently, brands in Indonesia continue to employ Korean celebrities as brand ambassadors. Developing strong brand loyalty is one strategy to achieve success in a market that is saturated with competitors and where the costs of switching from one seller to another are very low. To cultivate consumer loyalty, brands should give opportunities for consumers to engage in activities they enjoy. Young Indonesians were attracted to K-pop because it gave them a sense of escape and community. Whether through personality congruence between the company and the celebrity or through fan engagement, leveraging Korean celebrities to create customer loyalty for brands in Indonesia. This research mostly employs quantitative methods to collect data. A questionnaire-based online survey will serve as the research tool. Respondents were offered a series of questions requiring multiple-choice, likert-scale, and short-answer responses. The survey was made accessible to respondents via multiple online platforms. Due to the widespread circulation of survey links via the internet, a screening question was necessary to validate that respondents are qualified to finish the survey. The screening questions determined whether or not respondents had purchased products or services from the brand whose brand ambassadors are Korean celebrities. In order for their future survey response to be valid, the requirement must be met. According to the data analysis results, personality congruence and fan engagement have a significant impact on strengthening customer brand loyalty through brand attachment and brand love. The majority of respondents believe that Korean celebrities are attractive and that purchasing their endorsed products is a sort of support for them. The results of this study also indicated that the type of items purchased had no effect on consumer loyalty. Therefore, brands in Indonesia are not required to develop a marketing strategy that is especially targeted to their products. Implementing brand matching and gamification techniques, as well as developing an exclusive ecosystem for their products, are a few things Indonesian companies should do if they want to maximize the impact of Korean celebrities as brand ambassadors.

Effects of (In)Congruence in Leader-Team Proactive Personality

This research investigates the congruence and incongruence effects of leader-team proactive personality on team cohesiveness and collective team identification, which in turn affect team performance. Drawing on dominance complementarity theory, we propose that the incongruence of leader-team proactive personality exerts positive influence on team performance through team cohesiveness and collective team identification. In addition, we hypothesize that the congruence in leader-team proactive personality has an inverted-U shaped relationship with team cohesiveness and collective team identification, thus affecting subsequent team performance. Using a sample composed of 286 team leaders, 1,893 team members, and 286 manufacturing work teams, our hypothesized relationships received empirical support. Our findings provide a deeper understanding of how (in)congruence in personality traits functions differently at the team level. Our findings highlight both leader-team complementarity and a middle (rather than high/low) leader-team congruence in proactive personality facilitated key team processes and performance outcome.

Exploring the Effect of Personality Congruencies on Brand Identification and Purchase Intentions

ABSTRACT The purpose of this study is to examine how brand reputation and uniqueness impact customer brand identification and purchase intent. Utilizing the survey data of 712 respondents, the research has also discovered the influence of paired personality congruencies – brand-consumer, brand-celebrity and consumer-celebrity on reputation and uniqueness of the brand, brand identification and consumer attitude towards the advertisement and the brand. The results revealed the positive influence of brand-consumer and brand-celebrity personality congruencies on brand reputation. However, brand uniqueness was only impacted by brand-celebrity personality congruence. Significant moderating effect of consumer-celebrity personality congruence was observed. By integrating all the three-personality congruencies in a single framework with consumer-celebrity personality congruency as a moderating variable, the study augurs well to the body of knowledge on celebrity endorsement. Discovering some interesting observations pertaining to the personality congruencies, brand identification and consumer behavioral intentions, the study contributes by extending business and managerial implications.

The Big Five dyad congruence and compulsive buying: A case of service encounters

This research examines how the Big Five personality congruence between buyers and sellers influences compulsive buying in a dyadic service encounter. We gathered 904 buyer-seller data and computed personality congruence using the difference score technique. The study findings manifested that buyer-seller congruence in agreeableness and openness increases compulsive buying behavior, whereas buyer-seller congruence in neuroticism decreases this behavior. Further analysis showed that pleasure enhancement dampens the negative impact of neurotic congruence on compulsive buying. In contrast, stimulation enhancement strengthens the positive influence of open-minded congruence on compulsive buying. Conclusively, compulsive buyers exhibit varying buying behaviors based on their personality congruence (incongruence) with their corresponding sellers'. Hence, marketing managers should create similar (dissimilar) buyer-seller pairs to boost firms' sales.

Narcissists’ perceived compatibility with social media content: The moderating role of psychological capital

This paper examines the responses of narcissists to social media content that conveys narcissistic qualities. Drawing from the literature on person–organisation fit, the study hypothesises that personality congruence between the individual and the content of a social media post will be associated with a favourable perception of the organisation’s image. Moreover, it suggests that narcissists with high levels of psychological capital perceive more favourable images of the organisation. A sample of 445 participants viewed the experimental manipulation and completed measures of narcissism, psychological capital, organisational image and person–organisation fit. Results from the study highlight the importance of understanding the congruence between consumer and organisational characteristics when forming organisational perceptions, and hence the importance of considering both ‘dark’ and ‘positive’ psychological traits simultaneously when examining attitudes and perceptions.

Extending the Construct of Centrality of Visual Product Aesthetics

The concept of Centrality of Visual Product Aesthetics (CVPA) and the associated construct were introduced to measure the level of significance that product design has for certain consumers. The aim was that, after identifying consumers with high CVPA, designers and manufacturers can successfully address to them products with a remarkable design. The initial construct proposed by other researchers was composed by three factors (Value, Acumen and Response). The author of this paper aimed to amplify the construct and tested a new construct containing four additional new factors: Brand Loyalty, Product Involvement, Personality Congruence and Price indifference. After applying Exploratory Factor Analysis, it was found that practically the Value and Brand Loyalty items were part of the same factor. The same situation was encountered for Response and Personality Congruence. After removing the less significant items, a new construct resulted, validated by Confirmatory Factor Analysis. The new construct has been used successfully to test the hypothesis that people with high CVPA attach special importance to products with a high aesthetic content (in the case of loudspeakers).

Pengaruh Person Organization Fit terhadap Employee Outcomes dengan Job Satisfaction sebagai Variabel Intervening

This study examines the factors that influence employee outcomes, using the dimensions of person organization fit, namely the values congruence, personality congruence, work environment congruence, and job satisfaction as an intervening variable. This research belongs to the category of conclusive research that seeks a causal relationship between person organization fit and employee outcomes through job satisfaction. There are 7 hypotheses proposed to prove the direct or indirect effect between the independent and dependent variable through the intervening variable. Data was collected using a survey method with data collection tools in questionnaires distributed to administrative employees at private universities in Surabaya as many as 104 respondents. After the data is collected, then it is processed and analyzed using SEM-PLS 3.0. Based on the results of the analysis and discussion of the relationship between the factor of person-organization fit and employee outcomes (EO) which in this study is proxied by organizational commitment (organizational commitment), the integrative conclusion of this study is that person organization fit (PO fit) can affect employees outcome either directly or through job satisfaction as an intervening variable

To the problem of formation of sence-of-life orientations of mature personality


 
 
 The article is devoted to the research of the problem of formation of sence-of-life orientations of a mature personality: the theoretical analysis of the concept of personal maturity, the essence of sence-of-life orientations in the life of an adult personality is presented; the relevance and motivation of research in the direction of humanistic-existential paradigm are substantiated; processes of understanding the life experience of the individual, his role in the formation of a mature personality, the activation of its internal resource are emphasized. An empirical study and analysis of its results on the formation of sence-of-life orientations of the individual in adulthood are presented; the principles of psychological influences in the process of psychological support are presented: social determinism, freedom of choice, personal congruence, responsibility, individual approach, empathy, invaluable attitude to the client. In the course of the research hypotheses were put: the deepening crisis of the existence of a mature personality is mediated by personal experience of living out difficult life situations and overcoming them. The main purpose of crisis counseling as a special help of the individual, is to promote an in-depth understanding that only person is able to make choices, to take responsibility for their life. In the course of research and implementation of psychological influence, the methodological principles of humanistic and existential orientation, which determined professional interaction, were reflected. The essence of psychological care, which we see in the integration of the experience of psychotherapeutic meetings in the real life of the client, is determined. In the perspective of research, the formation of a stable resistance of the individual to stress, adaptation to the situation of frustration and, in particular, the search for new meanings of existence, improving the quality of life.
 
 

Social Media User-Influencer Congruity

This paper explores and inspects the effect of user-influencer congruence on social media platforms para-social relationships and consumer brand engagement (COBRA). In addition, the paper inspects the influence of para-social relationships on consumers brand in addition to the influence of social media platform type in moderating the effect of personality on para-social relationships and COBRA. A conceptual framework is developed to demonstrate the proposed relationships. Data was collected using online questionnaires, with 180 valid responses. The results suggest that user-influencer personality congruence is a salient predictor of para-social relationships and COBRA and that para-social relationship(s) have a substantial impact on customer brand engagement. Nevertheless, the results also indicated that social media platform type do not influence the relationship between congruity and para-social relationships or COBRA.

Congruence relationships between the choice of major and stereotypes: The case for agribusiness programs within a business school setting

The objective of this study is to explore the stereotypes that students have about agribusiness students. We seek to determine the nature of these stereotypes and how they compare relative to marketing and accounting students. Our intent is to reveal the degree of fit of the agribusiness major within a college of business, as personality congruence may influence the pursuit of a major within a business school framework. Our results show that stereotypes about agribusiness majors fall in between those of marketing and accounting students, which suggests that stereotypes would not appear to negatively affect enrollment within a business school setting.

Cross-Cultural Dissimilarities in the Perception of Brand Personality of Select Smart phones: Evidence from West Bengal, India and Bangladesh

The study has been conducted in the adjoining regions of West Bengal and Bangladesh (erstwhile East Bengal) among various respondent groups. Both the regions have been archetypally known to share multiple cultural commonalities. Notwithstanding, there exists divergences in the culture, which have been tested using Hofstede's Cultural Dimensions Framework. Further, the study investigates whether there exist any divergences in how the personalities of the two smart phone brands, namely, Samsung and Xiaomi, are perceived in the two regions. An aggregate sample of 295 and 287 respondents have been selected conveniently from West Bengal, India and Bangladesh, respectively. The current study primarily aims to probe into the cultural dissimilarities between the two contiguous regions of West Bengal (in India) and Bangladesh. Subsequently, the study investigates the probable impact of such cross-cultural dissimilarities on consumers' perception concerning the personality of select smart phone brands, specifically Samsung and Xiaomi. The study provides good empirical insight into the fact that despite the uniform positioning of the two smart phone brands in the two West Bengal and Bangladesh regions, their personality traits are perceived differently by consumers dwelling in these cultures. The analysis yields that respondents from West Bengal and Bangladesh demonstrated notable congruencies in perceiving Xiaomi as a 'responsible' and ''aggressive' brand. However, Samsung is perceived as an 'aggressive' brand in Bangladesh and 'stable' in West Bengal. The perceptual deviations of the smart phone brands' personalities exist due to the cultural divergences between the two regions. The current study is unique in that it offers a new-fangled perspective to looking at cross-cultural research by comparing politico-administrative units instead of countries at large. Yet, it is bound by imperfections, such as limited sample size, making it difficult to make more detailed comments on individuals' perceptions towards the brand personality dimensions of smart phones. Although adequate care has been taken to eliminate the “made-in image” of the Chinese smart phones, respondents were generally biased towards the product quality, brand acquaintance and their overall perceptions towards the personality of the said brands. Brand personality plays an integral role in easing communications with customers. They can, resultantly, relate conveniently to the identity and the personality traits possessed by such brands. Marketing professionals can essentially aim to foster a brand-customer personality congruence, which would ideally enable them to position their product offerings accordingly and design tailored advertising and marketing communication messages. A well-defined brand personality initiates greater customer purchase willingness coupled with amplified emotional attachment, trust and loyalty, thereby enhancing the significance of branding to managers. They can help develop frameworks to analyze behavioral intentions concerning consumer perception of brand personality

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.