Brand Self-congruity Research Articles

The Elements of Brand Anthropomorphism: Qualitative Investigation Into Local Brands Amongst Young Adult Consumers

Manuscript type: Research Article Research Aims: This study aimed to describe the elements of brand anthropomorphism and self-brand congruity based on the review of Guido and Peluso's conceptualization. Design/methodology/approach: This study collected the data from generation Y respondents through semi-structured depth interviewing. Research Findings: The critical finding provides the context of Asian consumers related to local brands. Emerging local brands can grow if the organization can manage them well. Theoretical Contribution/Originality: It describes the elements of brand anthropomorphism associated with the domain of consumer-brand relationships among Asian consumers. Practitioner/Policy Implication: The local brands should be perceived that all brands are not similar in the same category. Research limitation/Implications: The elements of brand anthropomorphism can create brand personality. Keywords: Brand anthropomorphism, brand congruity, brand personality.

Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions

Past research has delineated the use of celebrity endorsements as an effective marketing strategy that bolsters brand image and stimulates purchase intentions. However, there is a paucity of research investigating the role of celebrities in brand transgression contexts. Across two experimental studies, we examine whether and how celebrity endorsers influence consumers’ reactions toward an endorsed brand following a transgression. Grounded in parasocial interaction theory, the findings reveal that parasocial relationships bolster brand trust and brand forgiveness through brand self-congruity. Moreover, we identify the impacts of transgression controllability and endorsement timing on brand outcomes (brand trust and brand forgiveness). Specifically, we find that celebrity endorsements can buffer negative impacts of a brand transgression; however, employing celebrity endorsement after a controllable brand transgression may be ineffective and possibly even counterproductive. Theoretical and practical implications are discussed.

Predicting User Response Behaviour towards Social Media Advertising and e-WoM Antecedents

Abstract The present research has been steered by the growing use of social media in every sphere of human interaction, including the marketing and advertising of brands. Hence, this research intends to develop and test a model of social media advertising with perceived ad personalization, ad incentivization, self-brand congruity, and social influence as major predictors for social media user’s attitude. Further, the study explores the influence of social networking sites involvement and social influence on electronic word of mouth intentions. The study also ascertains the impact of user attitude on e-WoM and further e-WoM on purchase intentions. Data was collected using a structured questionnaire from 456 respondents. Two-step structural equation modelling was applied using AMOS 22.0 to analyse the data. The conceptual model is framed on the grounds of a theory of reasoned action and Elaboration likelihood model. The findings reveal that ad personalization, and social influence plays an important role in framing user attitude towards social media ads. Also, SNS involvement and social influence significantly influence the e-WoM intention of the user which further influences the social media user’s purchase intention. Subsequently, this research will give a prescient model to design an effective social media advertising programme in the social media advertising domain.

The effects of brand revitalisation and retro branding on brand and purchase outcomes: the moderating roles of consumer nostalgia proneness and self-construal

ABSTRACT The present study designed two studies with different research designs to test the effects and boundary conditions of brand revitalisation and retro branding strategies. Study 1 found that both brand revitalisation and retro branding strategies increase consumer brand attitudes and purchase intentions (compared to control groups). In addition, the effect of retro branding was stronger for nostalgia-prone consumers, whereas brand revitalisation was more effective when consumers were low in nostalgia proneness. Study 2 used incentive-compatible design and found that retro branding strategies can increase consumer-perceived self-brand congruence and willingness to pay (WTP) for consumers with interdependent self-construal. Brand revitalisation strategies, however, increase perceived self-brand congruence and WTP when consumers have independent self-construal.

When endorsers behave badly: consumer self-expression and negative meaning transfer

How do consumers adjust their public and private self-expression through a brand when an endorser attached to the brand gets involved in a scandal? Building on the theory of meaning transfer and congruity theory, the authors propose and demonstrate that in contrast to the extant literature, negative meaning transfer prevails over the high self-brand congruity barriers that managers attempt to build by employing endorsers to transfer positive meanings to their brands. Using three pre-studies and three experiments involving fictitious and real-life celebrities, the authors demonstrate that the effect of negative meaning transfer on consumers’ self-expression in public and private domain and brand attitude becomes more prominent with increasing self-brand congruity and endorser-self congruity. Additionally, negative meaning transfer becomes more pronounced for a celebrity endorser compared to an expert and a celebrity-expert combined endorser. The findings offer novel implications for endorser selection and meaning transfer for marketing campaigns and brand management. Supplemental data for this article is available online at https://doi.org/10.1080/02650487.2021.2016267 .

Green Brand Perceived Value: A Driver for Attitude toward Green Brand Extension

The purpose of this study is to develop a conceptual model that describes the process of how self-brand congruity affects attitudes toward green brand Extention. The integrated model focuses on the green brand perceived value that encourages attitude toward green brand Extention. Green brand perceived value furthermore applied to explain how green purchase intention and green trust influence attitudes toward green brand Extention. Green brand perceived value and green purchase intention have not significantly increase attitude toward green brand extension. Green brand perceived value through green brand trust directly affects and positively impacts attitude toward green brand extension.

Which review can make you engage? The effect of reviewer-reader similarity on consumer brand engagement

Online reviews facilitate customer brand engagement, but few studies have explored this problem from the perspective of interpersonal attraction and its psychological mechanisms in the social commerce context. This paper aims to investigate the effect of reviewer-reader similarity (including external and internal similarity) in online reviews on customer brand engagement in the social commerce context. Drawing upon the social categorization theory, a conceptual framework was developed and tested empirically. Data collected from a sample of Chinese consumers with the shopping experience on social commerce websites (N=392) was analyzed using Partial Least Square (PLS). Findings reveal that both external and internal similarities are indirectly influenced consumer brand engagement, and mediated by consumers' perceived value and congruence transferred through this process. The impact of external similarity on customer brand engagement was greater through consumers' perceived value, whereas the influence of internal similarity was stronger through consumers' self-brand congruence.

When Does Psychological Fit Matter? The Moderating Role of Price on Self-Brand Congruity

People prefer brands whose perceived image reflects their own psychological profile, a finding referred to as the self-brand congruity effect. For the first time, we test this effect in the field by utilizing over 17,000 real bank transaction records (Study 1, N = 405). We demonstrate that the strength of self-brand congruity is related to the financial resources a person must spend to acquire the brand, such that the effect holds only when the brand being purchased has a high (vs. low) price. We conceptually replicate the effect (Study 2, N = 354) and provide causal evidence through an experiment (Study 3, N = 404), manipulating price and brand personality while holding other brand attributes constant. We also provide evidence for one psychological mechanism underlying why price moderates self-brand congruity, finding personality-matched brands elicit fewer concerns about postpurchase regret, a bigger risk for high-price brands (Study 4, N = 300).

Which Review Can Make You Engage?

Online reviews facilitate customer brand engagement, but few studies have explored this problem from the perspective of interpersonal attraction and its psychological mechanisms in the social commerce context. This paper aims to investigate the effect of reviewer-reader similarity (including external and internal similarity) in online reviews on customer brand engagement in the social commerce context. Drawing upon the social categorization theory, a conceptual framework was developed and tested empirically. Data collected from a sample of Chinese consumers with the shopping experience on social commerce websites (N=392) was analyzed using Partial Least Square (PLS). Findings reveal that both external and internal similarities are indirectly influenced consumer brand engagement, and mediated by consumers' perceived value and congruence transferred through this process. The impact of external similarity on customer brand engagement was greater through consumers' perceived value, whereas the influence of internal similarity was stronger through consumers' self-brand congruence.

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

PurposeThe purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences consumers’ engagement intentions via the interaction of self-related congruence constructs. Additionally, ad intrusiveness was studied as a mediator of the relationship between ad–media congruence and consumers’ behavioral engagement intention.Design/methodology/approachAn online 2 (Ad appeal: hedonic vs utilitarian) × 2 (Brand type: hedonic vs utilitarian) between-subject experiment was conducted with four versions of mock-up Instagram in-feed native ads.FindingsResults showed that hedonic advertising appeals contributed to ad–media congruence on Instagram, which yielded a lower level of ad intrusiveness and further resulted in higher consumer behavioral engagement intentions. The brand type did not significantly influence participants’ perceptions of ad–media congruence. Moreover, the findings indicate individuals’ brand-self congruence and ad-self congruence were significant moderators in interactions with ad–media congruence in influencing consumers’ behavioral engagement intentions.Practical implicationsBoth brand managers and social media providers can leverage this study’s findings to improve ad effectiveness and consumer experiences in their respective social media landscapes. Specifically, knowing what kind of ad is more congruent and less intrusive, as well as how to better tailor targeting strategies in digital media spaces by building higher ad self- and brand self-congruence, can help them achieve persuasive effects when complying with the Federal Trade Commission disclosure guideline.Originality/valueThe current study advances extant literature on native advertising by examining the core characteristic of ad–media congruence and its relation to the key metric of social media marketing success – consumer engagement intentions. The findings also extend the congruence theory by examining the interaction effect of media- and self-related congruence constructs.

Effects of self-brand congruity and ad duration on online in-stream video advertising

Purpose The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements. Design/methodology/approach Two online experiments were administered based on a 2 (self-brand congruity) * 2 (ad duration) between-subjects design. Three brand personality dimensions (excitement, sophistication and ruggedness) were included in the model as replicates, and effectiveness was measured using six dependent measures. Findings High self-brand congruity resulted in significantly greater attention, attitude toward the ad, attitude toward the brand and purchase intention when compared to low self-brand congruity. Higher recall of ad information was found for subjects who viewed ads low in congruity with their self-concepts. Attention, recall and recognition were significantly higher for participants who viewed 30-s ads. An interaction effect of self-brand congruity and ad duration was found on purchase intention. Research limitations/implications This study considered the impact of self-brand congruity and ad duration on the effectiveness of ads for only well-known brands inserted into short-form content. Future research should consider using ads without celebrities present or ads for fictitious brands inserted into long-form video content. Practical implications When producing video advertisements, an adequate selection of brand cues should be included that are deemed self-congruent with target audiences. Ad managers aiming to drive favorable consumer attitudes and purchase intention should select 15-s over 30-s ads. Originality/value This study examines the impact of self-brand congruity and ad duration on each stage of the hierarchy of effects model, including attention as a precursor to recall and recognition. The interaction effect between self-brand congruity and ad duration is also assessed.

Examining drivers and outcomes of social media brand engagement

PurposeThis study empirically examines a set of drivers (i.e. social media involvement, self-brand congruence, firm image and relationship age) of consumers’ social media brand engagement (SMBE), which subsequently influences consumer outcomes (i.e. consumer satisfaction, brand trust and perceived value).Design/methodology/approachData were collected using a self-administered online survey of 340 social media users. Structural equation modelling was employed to test the conceptual model.FindingsFindings indicate that social media involvement, self-brand congruence and firm image are significant drivers of SMBE, while relationship age is not. SMBE subsequently impacts consumer satisfaction, brand trust and perceived value.Research limitations/implicationsThis study contains some limitations associated with cross-sectional research. It does not investigate consumer engagement with other entities (e.g. other commercial brands) through the use of social media.Practical implicationsThese findings call for marketing managers and social media brand managers to pay attention and invest resources in the significant drivers of SMBE. They also provide insights on enhancing SMBE to strengthen consumer–brand relationships.Originality/valueBased on consumer–brand relationship marketing and consumer psychology of brands, this study investigates brand-related relational drivers and outcomes of SMBE, thereby deepening understanding of consumer engagement in digital environments.

The Effect of Brand Anthropomorphism on Customers’ Behaviour Towards the Indian Hypermarket Brands

This article aims to examine the effect of brand anthropomorphism determinants on the chance of increasing customers’ loving behaviour for the hypermarket brand. For this purpose, the five determinants (brand design, product attributes, brand personification, brand self-congruity [BSC] and brand advertisements) of brand anthropomorphism are explored. Further, the proposed framework is validated with the help of confirmatory factor analysis- structural equation modelling on the sample size of 626 respondents. After that, a logit model is developed for examining the effect of brand anthropomorphism on the probability of customers’ loving/indifferent behaviour for the hypermarket brands using logistic regression analysis. This study is a reasonable effort for investigating the underlying factors of brand anthropomorphism and its influence on customers’ loving behaviour towards the hypermarket brands, which adds a significant contribution to the literature of brand anthropomorphism, customer–brand love and customer–brand relationship.

Does Cultural Brand Sponsorship Pay Off?

This study aims to find out whether a company's cultural sponsorship activities contribute to improving the consumers' attitude toward the company's product ads. To do so, the researchers adopted three intermediate factors such as corporate image, self-brand congruity, and self-monitoring. This study found that consumer attitude toward cultural sponsorship significantly affects corporate image. Self-brand congruity significantly mediates between attitude toward cultural sponsorship and the company's product ad attitude measured for two types of ads: image-based ad and product-based ad. This study also found that self-monitoring with cultural sponsorship activities significantly moderate between self-brand congruity and ad attitude. The finding that not only the corporate image but the attitude toward cultural sponsorship contributed to a positive ad attitude through brand congruity sheds significant strategic insights for brand management.

Antecedents of consumer-brand identification in terms of belonging brands

This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.

Human-like versus me-like brands in corporate social responsibility: the effectiveness of brand anthropomorphism on social perceptions and buying pleasure of brands

This experimental study investigates the effects of brand anthropomorphism on humanlike brand perceptions and buying pleasure in corporate social responsibility (CSR). Drawing on two conceptual approaches to brand anthropomorphism, this research examines the effectiveness of CSR when brands are anthropomorphized (Study 1) and when anthropomorphized brands are congruent to self-concepts (Study 2). Study 1 finds that when CSR is presented by anthropomorphized (vs. non-anthropomorphized) brand messages, consumers are more likely to perceive a greater sense of warmth and buying pleasure. The mediation analysis reveals that warmth is a psychological mediator underlying the positive effect of anthropomorphic messages on buying pleasure. Study 2 finds that those who perceive high (vs. low) self-brand congruity are more likely to perceive social connections to brands, warmth perceptions, and buying pleasure. Further, these effects are more prominent when anthropomorphized brands are utilitarian products. For hedonic products, however, consumers report consistently favorable responses regardless of the degree of self-brand congruity. The mediation analysis shows that the positive effect of self-brand congruity on buying pleasure is sequentially mediated by social connections and then warmth consumers perceive toward the brands. Theoretical and practical implications are discussed with specific reference to the integration of brand anthropomorphism and CSR.

Drawn to the Screen by Who We Are and Who We Aspire to Be: Brand-Self Congruence Differences in Movie Preferences

ABSTRACT Established media preference theories implicitly presume that audiences know a media product’s content or effects. Brands can fill this logical gap, with brands that media creators craft around their products providing cues about potential content or effects. Connecting parallel theories concerning self-congruence in communication and marketing research, this survey-based study examines whether individuals anthropomorphize movie product brands to have personalities and prefer those with personalities paralleling their own personality. In the process, it also introduces a novel “independent” congruence measure, where congruence is calculated between an individual’s personality as they rate themselves and a movie’s brand personality as rated by an independent sample. Results of paired t-tests and mixed ANCOVAs suggest that the previously unwatched movies individuals indicate being most likely to watch indeed have personalities more congruent to their own than do the previously unwatched movies individuals indicate being least likely to watch, while in terms of post-consumption evaluation, the movies that individuals indicated as their favorite tended to be less congruent with their personality than movies they indicated as their least favorite. Theoretical and practical ramifications are discussed.

The Influence of Brand Image on Brand Extension Evaluation: Design of the Living Intention Service Model and Brand Positioning of a Retirement Community

The proportion of the elderly in Taiwan’s population has been increasing in recent years. In the context of ageing and a low birth rate, retirement care for the elderly has become a serious challenge but remains underresearched. Choosing a retirement community that meets the needs of the elderly by considering their health and leisure activities and providing housing has become an important ageing-related topic. Therefore, this study aims to investigate whether the living intention of the elderly when choosing a retirement community is affected by brand attachment, high partner quality, brand trust and commitment, and brand self-congruence. A living intention service model is proposed and an empirical study is conducted with 101 random residents of Chang Gung Health and Culture Village (CGHCV) to measure the constructs proposed in the model. The results show that self-congruence and partner quality did not have a significant impact on the elderly’s brand trust and commitment, likely because when choosing their last residence, unlike when buying general consumer products, the elderly attach more importance to healthcare brands, which in turn affects their living intention.

Facilitation of “strong” branded application outcomes – the self-concept perspective

PurposePeople spend more than 90% of their smartphone usage time on mobile applications (apps). Companies have capitalized on this opportunity to develop various types of branded apps. However, due to fierce competition in the app market, most branded apps have a low retention rate. Drawing on the theory of psychological ownership, this study aims to investigate drivers of what we call “strong” indicators of branded app outcomes or, namely, indicators of app engagement that reveal a higher level of consumer brand commitment.Design/methodology/approachTwo studies were conducted using online and offline surveys. Partial least squares structural equation modelling was used for data analysis.FindingsThe results of the two studies confirm the research hypothesis. When utility-related antecedents (perceived usefulness and ease of use) are controlled for, self-brand congruity and investment size facilitate psychological ownership towards a branded app, which, in turn, generates feedback intention and brand evangelism.Originality/valueUnlike the utilitarian perspective on user engagement with branded apps, the current research contributes to the literature by proposing a self-concept perspective that can drive strong indicators of branded app marketing outcomes. Two strategies through which practitioners can facilitate these indicators and create a competitive advantage for their companies are proposed.

PERAN BRAND COMMUNITY OPTIMIZATION DAN DEPENDENCE TERHADAP REPURCHASE INTENTION PADA KOMUNITAS JASA TRANSPORTASI BUS

This research aims to figure out and analyze the effects of Brand Community Optimization, which is formed by 4 dimensions (namely: Brand Affect, Brand Trust, Brand Self-Congruity and Brand Social Identification) and Dependence towards Brand Community Commitment and Repurchase Intention. The research was done on Inter-city Inter-province (Antar Kota Antar Propinsi – AKAP) bus transportation services. The data was collected by distributing questionnaires to 300 AKAP bus community members as the samples by using the Purposive Sampling technique.. The research discovered that Brand Community Optimization is formed by 3 dimensions, which are: Brand Affect, Brand Trust and Brand Social Identification. It was found that Brand Self-Congruity is not part of the dimension that formed the Brand Community Optimization. Brand Community Optimization, in the context of the AKAP bus community, is a new variable that is proposed to take part in optimizing a certain brand to be on top of the mind of the community and create its members’ commitment to that AKAP bus brand. This study found that Brand Community Commitment acted as the Mediating Effect in the relationship between the Brand Community Optimization, Dependence with Repurchase Intention.