Brand Self-congruity Research Articles

Impact of value-consciousness and brand-self value congruity on sustainable luxury brands and commodities

ABSTRACT Drawing on Self-Congruity and Equity Theories, this research examines the distinct impacts of communicating uniform sustainability initiatives for luxury brands versus commodity brands. This paper introduces a conceptual model that highlights the moderated mediation effect of brand-self value congruity and the three-way moderating effect of value-consciousness on the adverse impact of sustainability on luxury versus commodity brands. The findings from two experimental studies demonstrate that communicating sustainability initiatives has distinct effects on different brands. Specifically, sustainability initiatives enhance the evaluations of commodity brands but diminish the evaluations of luxury brands. The negative impact of sustainability on luxury brands is mediated by brand-self congruity. Moreover, value-consciousness moderates the relationship between sustainability and luxury brands, such that low value-conscious consumers tend to value sustainable luxury brands less than their non-sustainable counterparts, unlike high value-conscious consumers. These findings offer valuable managerial and practical insights for brand managers and communication strategists considering adopting sustainability communication strategies.

Do Customers Foster Engagement Through Social Media Interaction? Brand Prominence as a Moderator

ABSTRACT Social media considerably impacts how customers attain information and share their experiences or choose their services/products including hotel brands. Based on this significance, we test a theoretical framework that inspects the association among social-media-interaction (SMIN), customer-brand-engagement (CBEN), self-brand-congruence (SBCO), co-creation, and revisit intention toward hospitality brands following service-dominant-logic and self-congruence-theory. We also test the moderating role of brand prominence among the proposed associations. The present research employs a sample of 315 luxury hotel-customers by operating PLS-SEM. The results reported that SMIN and SBCO have positive impacts on CBEN. Results also unveiled the CBEN’s significant influence on consumer’s co-creation and their revisit intent. The results illustrated the SMIN’s and SBCO’s indirect effect on co-creation as well as on revisit intention, while mediated through CBEN. Finally, the findings exposed a significant positive moderating effect of hotel-brand prominence in proposed links. This study concludes by summarizing crucial theoretical/practical implications for hospitality brands.

지각된 브랜드명성이 브랜드인게이지먼트에 미치는 영향

Purpose - This study aims to determine the impact of brand prestige on brand self-congruity and brand consciousness in the luxury brand setting, and the moderating role of brand trust in these relationships. In addition, we aim to confirm the impact of brand self-congruity and brand consciousness on brand engagement, and the moderating role of brand commitment in the relationship between these constructs. Design/Methodology/Approach - In this study, SPSS 27.0 and AMOS 26.0 statistical packages were used to confirm the validity and reliability of the data. Research hypotheses were tested using structural equation modeling (SEM). Convergent validity was analyzed using confirmatory factor analysis (CFA), and discriminant validity was confirmed using correlation analysis. Findings - Brand trust fully mediated the relationship between brand prestige and brand self-congruity, and partially mediated the relationship between brand prestige and brand consciousness. However, brand commitment was found to be insignificant in the relationship between brand self-congruity and brand engagement, but was found to be partially mediated in the relationship between brand consciousness and brand engagement. Research Implications - Luxury brand marketers and managers must increase brand trust so that consumers can have a high level of loyalty to the brand, and identify with the brand. Additionally, it is necessary to encourage active engagement in luxury brands by increasing brand commitment.

Dynamics of social media involvement in building customer engagement and co-creation behavior: the moderating role of brand interactivity

PurposeAdopting a self-congruence theory (SCT) and service dominant logic (SDL)-informed perspectives; we develop a model that investigates the interface between social media involvement (SMI), self-brand congruence (SBC), customer-brand engagement (CBE), brand co-creation behavior (BCB), brand interactivity and behavioral intentions (BIN) with luxury service hotel–brands.Design/methodology/approachWe test a sample of hotel-customers to probe this matter using partial least squares structural equation modeling.FindingsThe results revealed that SBC and SMI positively impact CBE and BCB and behavioral intentions. The findings also exposed SMI’s and SBC’s indirect effect on customers' BCB and behavioral intentions, mediated through CBE. Finally, the results explored the moderating role of brand interactivity to enhance our model’s explanatory power.Research limitations/implicationsWe focus on SMI, CBE and BCB. This study contributes to the existing marketing and hospitality management research and spawns rich opportunities for further studies.Practical implicationsThe study article assists marketers in comprehending the CBE-based antecedents and consequences and facilitates their increasing CBE, BCB and behavioral intentions.Originality/valueWhile the growing insight into social media, customer engagement and co-creation within the service industries, little remains accredited concerning the link of these and related variables in the luxury hotel-brand context.

The effect of brand personality, brand-self congruity, and brand love on E-WOM in Islamic higher education in Indonesia: A mediating effect of brand trust

The competitive landscape among universities in Indonesia necessitates Islamic higher education institutions to attend to all aspects of marketing. This study explores the influence of brand personality (BP), brand self-congruity (BSC), and brand love on electronic word of mouth (e-WoM), with brand trust as a mediator. The research involved 404 participants from Antasari State Islamic University Banjarmasin, who were selected using convenience and snowball sampling techniques. Data collection was conducted through online questionnaires. Utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) methodology with SmartPLS version 4.0.9.9 as the analytical tool, the study found that BP active and responsible impact brand trust but do not affect e-WoM. However, BP active more more affect than responsible. Conversely, BSC significantly influences e-WoM. Additionally, brand love influences brand trust and e-WoM, while brand trust does not influence e-WoM. Noteworthy is brand love's substantial role in shaping brand trust and e-WoM variables. These findings highlight the discrepancy in research outcomes regarding BP, BSC, brand love, brand trust, and e-WoM between the higher education and business sectors. The study contributes to theoretical gaps in understanding branding within Islamic higher education (IHE). It suggests further research encompassing various types of universities and exploring other variables that influence brand trust and e-WoM within the IHE context.

Examining the Dynamics of Fashion Trends, Self-Brand Congruence, and Consumer Engagement, with a Mediating Lens on Brand Trust in Customer-Brand Relationships

This study examines the intricate relationship between fashion trends, self-brand congruence, brand trust, and the customer-brand relationship within the context of Pakistani consumers' interactions with clothing brands. Furthermore, the study objectives are to examine the mediating role of brand trust between observed variables. The objectives include the clarification of the collective influence of these aspects, filling a theoretical gap within the framework of Pakistan, and providing marketers with practical insights. The study used a quantitative research approach, using a convenience sampling technique to choose a sample of 300 participants. Partial Least Squares Structural Equation Modeling (PLS-SEM) is a statistical technique that is often used for the interpretation of data obtained from an online survey. The findings illustrate the interconnectedness of these dimensions by the observation of robust positive associations across fashion trends, self-brand congruency, brand trust, and customer engagement. Furthermore, the findings indicated that there is a significant mediating role of brand trust between Fashion Trends, Self-Brand Congruence, and Consumer Engagement, with a Mediating Lens on Brand Trust in Customer-Brand Relationships. This research has a distinctive quality since it specifically investigates these interactions within the Pakistani garment business, hence offering implications for consumer engagement initiatives and brand strategy. However, the use of cross-sectional data in this research imposes constraints on the capacity to establish causal relationships between the variables. This study is novel in the context of Pakistan as it is significant for customers, marketers, and policy makers for taking prudent decisions based on current research findings.

BRAND CONGRUITY WITH PARENT BRAND MEMPENGARUHI GREEN PURCHASE BEHAVIOR?

<p><em>This research aims to analyze the factors that influence the perceived value of environmentally friendly products on purchasing behavior for environmentally friendly brand products. The aim of this research is to build a comprehensive model and test the relationship between attitudes towards parent brand and self-brand congruity. Attitude toward green brand extension is used to mediate the relationship between the two constructs, namely the green brand perceived value and green brand purchase behavior. Respondents in this research were users of environmentally friendly fashion, namely Levi's products, The Body Shop in Semarang. The sampling technique used was purposive sampling technique. The questionnaire distributed in this research was 444 respondents. Only 400 questionnaires could ultimately be used in this research. The data analysis technique in this research uses PLS-SEM with WarpPLS version 7.0. The research results show that: (1) attitudes towards the parent brand and self-brand congruity have a positive effect on the green brand perceived value (2) green brand perceived value has a positive effect on attitudes towards green brand extension and (3) attitudes towards green brand extension have a positive effect on green brand purchase behavior.</em></p>

How to improve destination brand identification and loyalty using short-form videos? The role of emotional experience and self-congruity

In the new media era, although the short-form video has become an essential tool for destination brand marketing, few empirical studies have concentrated on how to use it to improve destination brand identification and brand loyalty. The conceptual model of short-form video features, consumers and destination brands was constructed based on the stimulus-organism-response framework. A total of 523 valid survey responses were collected, and the mechanism of short-form video feature attributes to destination brand identification and loyalty was empirically examined in this study. It focused on verifying the mediating effect of emotional experience and the moderating effect of destination brand self-congruity. Results indicate that the sensory attractiveness, content vividness, and character interactivity of short-form destination videos are important factors in improving emotional experience, which subsequently promotes consumers’ identification and loyalty toward destination brands. However, this promotion is weakened along with the enhancement of destination brand self-congruity. These findings provided several implications for Destination Marketing Organizations (DMOs) in improving consumers’ destination brand identification and brand loyalty using short-form videos. Meanwhile, this study is helpful for DMOs to understand the importance of satisfying the emotional experience and spreading brand ideas in short-form destination video marketing better from a theoretical perspective.

Antecedents and Consequences of Brand Pride: An Investigation of The Causes of Brand Pride and Its Consequences for Willingness to Pay A Premium Price

In addition to protecting the product, the brand is also a guarantee of quality. Therefore, consumers often pay a premium price for branded goods. In some cases, branded goods also often become status symbols that reflect the prestige that gives brand pride so that consumers will align their brand choice with their self-concept (self-brand congruity). This study investigates the effect of self-brand congruity on willingness to pay a premium price through its impact on brand pride. The study was conducted on Smartphone users with the iPhone brand, a smartphone with a premium price. The study involved 120 respondents with various occupations. The test was carried out using Structural Equation Modeling, which was processed with Smart PLS4.0. The results show that self-brand congruity positively significantly Individual Brand Pride, Collective Brand Pride, and willingness to pay a premium price. Meanwhile, Individual Brand Pride is positively willing to pay premium prices, while collective brand pride does not. Individual Brand Pride is proven as a partial variable mediating the effect of self-brand congruity on willingness to pay a premium price.

Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity

As consumers become more conscious of the deteriorating state of the environment, organizations too are beginning to demonstrate their sustainable commitments in ‘green’ branding through anthropomorphism. Extant literature has not been able to holistically cover this phenomenon, especially in terms of its importance in facilitating repurchase intention. Based on this lacuna, we explore how green anthropomorphic branding can influence consumers' brand warmth and psychological ownership, which in turn, could lead to repurchase intention. We explore the impact of ‘green self-congruity’ and its influence on this relationship. By illustrating the significance of constructs such as green brand anthropomorphism, psychological ownership, brand warmth, and self-congruity in facilitating repurchase intention. We apply the notion of self-congruity and enhance the literature on green anthropomorphic brands. This research provides guidelines to brand managers of green retail, to design strategies that focus on green anthropomorphic branding, facilitating consumers' repurchase intention.

Impact of Brand Anthropomorphism on Brand Loyalty through Brand Personality

Study Objective: Brand anthropomorphism is a relatively new strategy which helps to build strong relationships between consumers and the brand Loyalty. This study aims to find out the impact of brand anthropomorphism on its dimensions (human body lineaments, human facial physiognomy, and self-brand congruity) and brand loyalty through the mediation of brand personality by collecting responses from the customers of fast food brands in the Lahore city of Pakistan. Methodology: The sample size of the study is comprised of 351 consumers of fast food brands in the Lahore city, including McDonalds, Hardees and KFC. Data is collected through survey by convenience sampling. Reliability test results reveal that instrument used in this research is reliable. Prior to the study the normality and multicolinearity tests are applied. Results/Findings: The findings provide the positive relationship between brand anthropomorphism, brand personality and brand loyalty in the Lahore city of Pakistan. The results of linear regression provided that there is significant relationship between brand anthropomorphism attributes human body lineaments, human facial physiognomy and self-brand congruity with brand Loyalty. In addition, mediation analysis provides that brand personality fully mediates between relationships of brand anthropomorphism and human body lineaments with brand loyalty. However, human facial physiognomy and self-brand congruity relationship with brand loyalty is not significantly mediated by brand personality. Implication: This study proves that brand anthropomorphism is successful strategy so other brands of different category like makeup, clothing etc. can also use anthropomorphic features to develop consumer loyalty.

The role of brand self-congruence, brand love and brand attachment on brand advocacy: a serial mediation model

PurposeThis paper aims to examine the impact of brand self-congruence on brand advocacy. In addition, the roles of brand love and attachment are examined through a serial mediation model.Design/methodology/approachA total of 324 valid and useable responses collected from an Australian consumer panel were analysed through IBM SPSS. Underpinned by social identity theory and self-expansion theory, a set of hypotheses was examined in a research model.FindingsThe findings show that consumers' brand self-congruence positively impacts brand love, attachment and advocacy intention. Moreover, brand attachment and love mediate the relationship between brand self-congruence and advocacy.Practical implicationsThe findings of this research suggest that brand managers should cultivate emotions to build a strong consumer–brand relationship.Originality/valueThis research advances the current understanding of brand advocacy literature concerning brand self-congruence, love and attachment. The findings suggest that consumers' brand self-congruence, combined with brand love and attachment, will generate greater advocacy.

Exploring the mechanism of live streaming e-commerce anchors' language appeals on users' purchase intention.

Live streaming e-commerce is an important way for consumers to shop nowadays. Anchors, as salesperson in live streaming e-commerce, greatly affect the sales of the broadcast room. This paper studies the influence mechanism of anchors' language appeals, rational appeal, and emotional appeal on users' purchase intention. This study establishes a research framework which based on stimulus-organism-response (SOR) theory, and constructs a model to reflect the relationship between anchors language appeals, self-referencing, self-brand congruity, and purchase intention. Survey using a convenience sample (N = 509) was conducted on Chinese mainland netizens through WJX platform (October 17-23, 2022) to obtain data. The partial least square structural equation modeling (PLS-SEM) method was used for data analysis. The study found that anchors' language appeals was positively correlated with self-referencing and self-brand congruity, and there is a positive correlation between self-referencing, self-brand congruity, and purchase intention. Self-referencing and self-brand congruity play a mediating effect between anchors language appeals and purchase intention. This study advances the literature on live streaming e-commerce research and SOR and provides practical implications to influence the strategy of the e-commerce anchors.

Antecedents and outcomes of brand pride: moderating role of narcissism

PurposeThis paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator.Design/methodology/approachStandardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists.FindingsResults posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty.Research limitations/implicationsThe study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison.Practical implicationsThe role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability.Originality/valueValidation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

The influence of Instagrammers’ recommendations on healthy food purchase intention: The role of consumer involvement

This article examines the impact of digital influencers´ recommendations, especially Instagrammers, on the purchase intention of healthy food. In addition to the direct influence of source credibility on behavioral intention, the study also examines the influence of self-brand congruence and consumers’ involvement with healthy food on purchase intention. To test research hypotheses, a quantitative study was conducted with 221 Portuguese consumers. High and low involvement with healthy food groups were classified by K-Means Clustering, and the analysis of the structure and the measurement models was performed by using Smart-PLS software. The results confirmed that Instagrammers’ credibility drives self-brand congruence and purchase intention for healthy food. It was also confirmed that the involvement with healthy food moderates the influence of self-brand congruity and Instagrammers’ credibility on consumers’ intention to purchase healthy food, and that brand self-congruence partially mediates the influence of Instagrammers’ credibility on purchase intention. Overall, this work offers relevant insights for both marketing managers and researchers, as it demonstrates the importance of considering the indirect effects of source credibility on purchase intention of healthy food and of comparing consumers with high and low product involvement to effectively evaluate the impact of digital influencers’ in healthy food endorsement.

How Do E-Brand Experience and In-Store Experience Influence the Brand Loyalty of Novel Coffee Brands in China? Exploring the Roles of Customer Satisfaction and Self–Brand Congruity

China’s coffee sector is experiencing a transformation related to sustainability. While the media have reported various novel coffee brands in China, scholars have mostly focused on established non-Chinese coffee brands. These studies still cite the relevance of the growing middle class, which adopts coffee as part of an ‘exquisite Western lifestyle’ and form the antecedents of brand loyalty from an established coffee brand perspective. These antecedents may not directly apply to novel coffee brands that face the changing consumption habits of younger Chinese consumers, who stress coffee’s functionality and price performance. Drawing on a social service perspective, this study addresses how E-brand experience and in-store experience each affect customer satisfaction and brand loyalty, as well as the role of customer’s self–brand congruity. The conceptual model was empirically tested using an online survey of 332 Chinese novel coffee brand customers. Our results suggest that E-brand experience (EBE) and in-store experience (SBE) both affect customer satisfaction (CA), with each relationship moderated by self–brand congruity (SBC); CA mediates the relationship between EBE and brand loyalty and that between SBE and brand loyalty. Moreover, younger respondents in this study were more likely to develop customer satisfaction and brand loyalty toward novel Chinese coffee brands.

Empirical Study of Temple Visitors in Indonesia: Mediation Role of Brand Engagement on the Relationship between Destination Brand Self-Congruence and Behavioral Intention

The purpose of this study is to prove the Mediation Role of Brand Engagement in the Relationship between Destination Brand Self-Congruence and the Behavioral Intention to Visitors of Kwan Sing Bio Temple in Tuban Regency, Indonesia. This study uses an explanatory research approach using path analysis. The type of data used is qualitative which is quantified, with the source of data obtained from distributing questionnaires. The sampling method used purposive sampling. The sample used as many as 90 visitors to the temple. The results of this study indicate that destination brand self-congruence affects brand engagement. Destination brand self-congruence affects the intention to recommend. Brand engagement affects the intention to recommend. The Sobel Test (Sobel Test) proves that the role of brand engagement can mediate the effect of destination brand self-congruence on the intention to recommend to visitors to the Kwan Sing Bio Temple in Tuban Regency, Indonesia.

Empirical Study of Temple Visitors in Indonesia: Mediation Role of Brand Engagement on the Relationship between Destination Brand Self-Congruence and Behavioral Intention

Empirical Study of Temple Visitors in Indonesia: Mediation Role of Brand Engagement on the Relationship between Destination Brand Self-Congruence and Behavioral Intention

Extension and Validation of A Novel Destination Brand Equity Model

This study develops and tests a novel destination brand equity model and compares its validity with Aaker’s brand equity model, which is popular in tourism. The data were collected in Indonesia ( n = 250) and the United Kingdom ( n = 246). The results confirm validity and hierarchical structure of the destination brand equity model. The destination brand equity model has seven dimensions: brand awareness, physical quality, service interaction quality, brand self-congruence, brand identification, destination brand trust, and destination brand loyalty. The first five brand equity dimensions exert positive influences on destination brand trust and destination brand loyalty. The findings show that the psychometric properties of the destination brand equity model outperform Aaker’s model. The study discusses theoretical and practical implications of the destination brand equity model for destination marketing and management.

BRAND AWARENESS, BRAND CREDIBILITY, BRAND SELF-CONGRUITY AND PURCHASE INTENTION FOR LUXURY BRANDS (I.E. HANDBAG): AN EMPIRICAL STUDY OF CHINESE CONSUMERS

The aim of this paper is to examine the determinants of Chinese consumers’ purchase intention for luxury brands (i.e. handbag) by testing a theoretical model. Quantitative method was adopted to confirm each hypothesis. A random sample of 231 Chinese consumers who have purchased luxury handbags was invited to complete survey form. The findings of this study revealed that brand awareness, brand credibility and brand self-congruity have a direct impact on Chinese consumers’ purchase intention for luxury handbags. The results of this study are beneficial not only to marketing scholars for understanding a theoretical model on the Chinese consumers’ purchase behaviour in luxury handbags but also to luxury brand (i.e. handbag) retailers for offering suggestions which help them develop marketing strategies to achieve more revenues.