Social Self-congruity Research Articles

Islamic banking adoption: invoking the congruity paradigm

Purpose This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services. Design/methodology/approach The authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling. Findings Customers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption. Originality/value Digressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.

Brand personality of global chain hotels, self-congruity, and self-discrepancy on customer responses

The current study examined the brand personality of global chain hotels and how it is related to individuals’ image congruence. It also explored what impact self-congruity has on people’s responses, namely brand attachment, intention to revisit, and intention to recommend. In addition, this study considered self-discrepancy to be a potential moderator of the image congruence effect on brand attachment. Following quantitative procedures, we successfully assessed the brand personality of four representative global hotel companies. Among five facets of brand personality, competency was the strongest facet, followed by sophistication, sincerity, excitement, and ruggedness. Competency contributes the most to Marriott, Accor, Wyndham, whereas sophistication contributes greatly to Hyatt. The results showed that brand personality affected image congruence, which was classified as actual self-image congruence, ideal self-image congruence, social image congruence, and ideal social image congruence. Ideal self-congruity and ideal social self-congruity were determinants of brand attachment, which in turn increased behavioral intentions. Furthermore, the significant effects of ideal self-image congruence and ideal social self-image congruence on brand attachment were strengthened for the group that perceived a higher level of self-discrepancy.

The Role of Brand Attachment to the Antecedents of Brand Passion

Indonesia's fashion sector has recently seen remarkable growth. The rise of several local brands that drawing attention of the public, particularly the younger generation, is indicative of this. This study was conducted to determine how brand passion, mediated by brand attachment, is affected by brand image self-congruity and social media content marketing. Self-congruity variable was assessed by using the dimension of actual self- congruity, ideal self-congruity, and social self-congruity. At the same time, content marketing has been measured by user-generated content and firm-created content. This quantitative research used the data gathered from questionnaire distribution through Google Form. The number of samples is 290. Data manipulation and testing used the SmartPLS version 3. The results showed that self-congruity and content marketing positively affect brand passion through brand attachment. Moreover, the results of this study also prove that content marketing could directly affect brand passion.

The Role of Brand Attachment to the Antecedents of Brand Passion

Indonesia's fashion sector has recently seen remarkable growth. The rise of several local brands that drawing attention of the public, particularly the younger generation, is indicative of this. This study was conducted to determine how brand passion, mediated by brand attachment, is affected by brand image self-congruity and social media content marketing. Self-congruity variable was assessed by using the dimension of actual self- congruity, ideal self-congruity, and social self-congruity. At the same time, content marketing has been measured by user-generated content and firm-created content. This quantitative research used the data gathered from questionnaire distribution through Google Form. The number of samples is 290. Data manipulation and testing used the SmartPLS version 3. The results showed that self-congruity and content marketing positively affect brand passion through brand attachment. Moreover, the results of this study also prove that content marketing could directly affect brand passion.

Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

PurposeThis paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.Design/methodology/approachAn online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).FindingsThe results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.Research limitations/implicationsThis study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).Originality/valueThis study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.

Linking brand attitude to word-of-mouth and revisit intentions in the restaurant sector

PurposeFollowing the planned behaviour theory, the aim of the paper is to analyse the role played by brand attachment, brand characteristics and congruence in enhancing brand attitude while leading to revisit intentions and word-of-mouth (WOM) in the restaurant sector.Design/methodology/approachThe study is based on the quantitative method and considered 464 questionnaires fulfilled by customers of restaurants. The data were explored employing the partial least square–structural equation modelling (PLS-SEM).FindingsThis study expands the literature about WOM and revisit intentions. The paper states that brand attitude positively influenced revisit intentions and WOM. Besides, findings highlighted that analysed concepts were positively correlated and that they played an important role in impacting revisit intentions and WOM, apart from one factor: social self-congruity, which was not significantly related to brand attitude.Practical implicationsThe results of this paper show practitioners how to develop suitable strategies that set the bases for developing customer loyalty and repeat business. By putting into practice these suggestions in the restaurant sector, brands can easily build up their attitude and boost a positive WOM and the intention to revisit.Originality/valueThe study offers a conceptual framework to explore the significance of several factors, including revisit intentions and WOM. In practice, taking into account the proposed framework, it is suggested that restaurant managers should assess these two items using several factors including congruence, brand characteristics and brand attachment.

Linking self-congruity, perceived quality and satisfaction to brand loyalty in a tourism destination: the moderating role of visit frequency

Vinculación de la autocongruencia, la calidad percibida y la satisfacción con la lealtad a la marca en un destino turístico: El papel moderador de la frecuencia de visitaResumenPropósitoEste estudio tiene como objetivo examinar la relación directa e indirecta entre la autocongruencia y la lealtad a la marca del destino basado en los vínculos conceptuales de cognición, afecto y conación. Se investiga un modelo de múltiples pasos y múltiples mediadores para explicar el efecto indirecto de la autocongruencia en la lealtad a la marca del destino a través de la calidad percibida del destino y la satisfacción del turista. El impacto moderador de la frecuencia de visita en estas relaciones también se propone y evalúa empíricamente.Diseño/metodología/enfoqueEl modelo conceptual y las hipótesis de investigación se evaluaron a través de la aplicación de SEM basado en covarianza (CB-SEM), mediación y análisis multigrupo. Se utilizó una encuesta en línea para recopilar datos de 347 turistas nacionales que visitaban un destino en Vietnam.HallazgosLos resultados respaldan el vínculo entre la autocongruencia y la calidad percibida del destino, la satisfacción del turista y luego a la lealtad a la marca del destino. Se encuentra que la frecuencia de visita modera los vínculos entre los conceptos de investigación.Limitaciones/implicaciones de la investigaciónLas investigaciones futuras se beneficiarían de considerar otros componentes de la autocongruencia (por ejemplo, la autocongruencia social y la autocongruencia social ideal) y otras variables moderadoras (por ejemplo, la distancia cultural) entre la relación de la autocongruencia y los comportamientos del turista basado en comparación en diferentes destinos para lograr resultados más amplios.Originalidad/valorEl efecto de la autocongruencia en la lealtad a la marca del destino que evoluciona desde la vinculación de la autocongruencia con la calidad percibida del destino y la satisfacción del turista para aumentar la lealtad a la marca del destino se examina en el contexto del destino turístico. Este trabajo es valioso para los administradores del destino, ya que brinda consejos para mejorar la lealtad a la marca del destino.Palabras claveAutocongruencia, Calidad percibida del destino, Satisfacción del turista, Lealtad de la marca de destino, structural equation modeling (SEM), Análisis de mediación, Análisis multigrupo

SELF CONGRUITY

This study examines the framework of the basic research model for Self-Congruity formed based on the dimensions of Actual-Self Congruity, Ideal-Self Congruity, Social-Self Congruity, Ideal-Social Self Congruity, Avoidance Similarty and Consumption Status. The framework of the research model refers to self-theoy and social identity theory because this research model was studied to see how much influence self-congruity has on hedonistic users and utilitarian users.

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

PurposeThis paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS), specifically liking, sharing and commenting. It further advances self-extension tendency (SET) as a moderator affecting the self-congruity -> brand attachment link.Design/methodology/approachTwo studies were conducted to test four hypotheses. Study 1 (n = 282) engaged a self-administered survey with students at a large Australian university. Study 2 (n = 342) was conducted amongst the members of an Australian online panel and thus, enhances generalizability.FindingsActivated self-congruity orientations are brand-specific. Both studies reveal that two of the three self-congruity orientations affect brand attachment, which, in turn, influences consumers’ proclivity to like, share and comment on Facebook. Moreover, the self-congruity -> brand attachment relationship is moderated by SET. When SET is high, it strengthens the relationship between a self-congruity orientation and brand attachment.Research limitations/implicationsAccepted methodological approaches were used to improve the veracity of the findings. Nevertheless, further research should consider a wider area of focal brands (e.g. store brands, mundane brands, luxury brands) and other SNS.Practical implicationsSNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchasing behaviours. Discussed here are means to trigger pro-brand advocacy behaviours.Originality/valueThese findings extend existing theory in three ways as follows: they show social self-congruity affects brand attachment in online contexts, brand attachment is a mediating variable affecting pro-brand social networking behaviours and SET moderates the self-congruity -> brand attachment relationship. SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchase behaviours; hence, these insights have theoretical and practical relevance.

Predicting Consumer Intentions Regarding State-branded Food Products in the Grocery and Restaurant Settings: Understanding the Role of Self-Concept

ABSTRACT The purpose of this study is to understand how four different self-congruity dimensions predict consumer intentions regarding state-branded food products in the grocery and restaurant settings. To examine the hypothetical relationships, structural equation modeling was conducted using a sample of 539 consumers. Results revealed that the private self (actual self-congruity and/or ideal self-congruity) influenced consumer intentions, while the public self (social self-congruity and ideal social self-congruity) did not in both settings. Practical and theoretical implications are discussed.

Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers

Multi-Mediation Effects of Personal Self-Congruity and Social SelfCongruity to Perceived Value and Brand Attitude on Chinese Airlines Customers

BRAND SATISFACTION MEMEDIASI PENGARUH SELF CONGRUITY TERHADAP BRAND LOYALTY

Abstract. Research aim to analyze 1) influence of actual, ideal, social and social ideal self-congruity on Iphone brand satisfaction. 2) Influence of actual, ideal, social and social ideal self-congruity self-congruity on Iphone brand loyalty. 3) Influence of brand satisfaction on Iphone brand loyalty. 4) The role mediation of brand satisfaction within influence of actual self-congruity, ideal self-congruity, social self-congruity, social ideal self-congruity on Iphone brand loyalty. Sample has taken by using non probabilty sampling with purposive sampling technique. Respondents are Iphone user in Malang City who made personally purchase decision with has used Iphone about 1 year. Research’s samples are 140. The hypothesis tested by Partial Least Square analysis. The research results actual, ideal and social ideal self-congruity influence on brand satisfaction then brand satisfaction influence on brand loyalty. Brand satisfaction had mediation within influence of actual, ideal dan social ideal self congruity on brand loyalty.

Effects of Four Self-Congruity Dimensions on the Evaluation of Newspaper Brands as Inconspicuous Products

This research conducts an experiment with 413 samples to show that four self-congruity dimensions have positive effects on the evaluation of newspaper brands as inconspicuous products. Unlike past research on self-congruity with conspicuous products, this research uses an inconspicuous product as an experimental stimulus. Then it reveals that nonsocial-type self-congruity dimensions (i.e., actual and ideal self-congruity) have an impact on brand evaluation as much as social-type self-congruity dimensions (i.e., social and ideal social self-congruity) even when interdependent self-construal is dominant. Furthermore, the relative importance of nonsocial-type self-congruity dimensions (vs. social- type self-congruity dimensions) is more clearly revealed when the response mode of brand evaluation is brand attitude than purchase intention.

Linking Destination Brand Personality, Self-congruity and Tourist Behaviour: A Local Spa resort case study

This study was designed to explore the relationship between destination brand personality, self-congruity and the behavioral intentions of tourists at a local spa resort. The findings indicate that domestic tourists (N=232) of the spa resort attribute personal characteristics to the destination, and the brand personality of this resort is a combination of five dimensions which positively correlate with the tourists’ intentions to return to and recommend the location. The results of the study also confirm that the self-congruity theory can be applied to a spa destination, as positive relationships between all four self-congruity dimensions and intentions to recommend were found. However, our research reveals that there is negative though insignificant correlation between social self-congruity and intention to return.

The effect of selective store location strategy and self-congruity on consumers’ apparel brand attitudes toward luxury vs. non-luxury

This research discusses the effect of selective store location strategy on consumers’ brand attitudes, its variation based on brand luxuriousness, and consumers’ psychological mechanisms underlying this choice. To test the selective location effect, consumers’ perceptions of three apparel brands with different characteristics (well-known luxury, well-known non-luxury, and unknown brand) were assessed. Self-congruity theory was employed to discuss the psychological mechanism of brand attitude formation. The result of analysis of variance and structural equation modeling on 312 cases collected in Japan showed selective store location influenced consumers’ luxury brand attitudes positively, while its impact was negative in the non-luxury case. In addition, its effect on the unknown brand was not significant. The selective location also contributed ideal social self-congruity with brand user imagery, while its impact was negative on actual self-congruity. Moreover, ideal social self-congruity contributed luxury attitude: In the non-luxury case, its impact was negative, while the impact of actual self-congruity was positive: Self-congruity affected the unknown brand very slightly. This result implies non-luxury brand equity is hard to increase via selective location strategy, while this approach may be effective for luxury. Our results also suggest the ability of self-congruity and brand luxuriousness to predict the selective location effect.

와인 브랜드에 대한 자아일치성이 브랜드 태도와 브랜드 충성도에 미치는 영향

As consumers, Korean people can afford to buy more bottles of wine than ever before, and they are now interested in and concerned about the quality as well as diversity among brands of wine. However, we should discuss this issue more before we talk about the popularization of wine market in Korea. The purpose of this study was to examine how the self-image congruity for wine brands influences the emotions of consumers and their resulted purchase behavior. Accordingly, a total of 497 effective questionnaires were obtained from wine consumers who live in the metropolitan area and SPSS 18.0 and AMOS 18.0 statistics programs were used to test latent hypotheses. The result of analyses showed that all three types of self-image congruity of wind brands had significant effects on consumption emotions. Likewise, Consumption emotions had significant influence on brand attitudes and brand loyalties. Furthermore, brand attitude had a significant effect on the brand loyalty of consumers. Based on these results, the thesis specifies a few suggestions and implications for wine dealers. There should be continuous consumer management and proper opportunities for wine tasting. Also brand story marketing utilizing SNS would be effective for consumers with social self-congruity.

The influence of social self-congruity on Japanese consumers' luxury and non-luxury apparel brand attitudes

Brand user imagery and social psychological influences are important to apparel brand managers because these factors influence consumers from the brand surrounding information, which lies outside a company's brand communication. This study assesses the effects of these factors on consumer brand attitudes based on brands' luxuriousness levels and the characteristics of consumers' purchase involvement. Consumer research on ten leading luxury and non-luxury apparel brands was conducted in Japan and brand user imagery and social psychological factors' influences were analysed using self-congruity theory. The structural equation results suggest that ideal social self-congruity affects luxury brand attitudes more strongly than non-luxury ones. Consumers are relatively more concerned about their social ideal impressions when they form luxury brand attitudes. The congruity between brand user imagery and actual self-concept negatively impacted on luxury brand attitudes, suggesting that one of the functions of luxury brands is to lead consumers to forget their actual lifestyles.

Self-Congruity and Switching Intention Among Malaysian Hotel Customers

Understanding consumers’ switching intention is crucial due to the reason that it may affect service companies’ performance. Indeed keeping the current customer base is cheaper than gaining new customers. As such, it is crucial to understand what affects customers’ switching intention before it creates serious threat to the firms. Furthermore, it can act as an opportunity for the firms to understand their shortcomings, to develop their present marketing strategies, and to take corrective actions. Few studies have pointed that customer dissatisfaction, service failure, perceived justice, and cultural barriers as the antecedents of customer complaint attitude. However, there is a dearth of research that has examined customers’ psychological aspects as the determinants of such negative attitude towards the service provider. The present study is such an effort to address this gap. Considering this, this study aims to shed some light on customer switching intention based on psychological aspects particularly focusing on self-congruity and its dimensions as the antecedents in the context of Malaysian hotel industry. On the whole, the objective of this study is to examine the direct effect of four dimensions of self-congruity on customers’ switching intention. Data were collected by using survey questionnaires which were distributed to customers of seven Five Star hotels in Kuala Lumpur, Malaysia. 212 completed usable questionnaires were obtained. The data were analyzed using statistical package for social science (SPSS) version 20. Pearson correlation coefficient and multiple linear regression analyses were used to test the research hypotheses. Results reveal that actual self-congruity, social self-congruity and ideal social self-congruity negatively and significantly affect customers’ switching intention. However, data did not support the relationship between ideal self-congruity and customer switching intention. In overall, the results emphasize the significant effect of study variables in decreasing hotel customers’ switching intention. It is expected that the result from this study contributes significantly in the field of consumer behaviour literature as well as to the hotel industry practitioners and policy makers.

A Survey on the Relationship between Self/Functional Congruities on Customer’s Switching Intention

The effect of self-congruity and functional congruity on switching intention is one new issue that marketers are encountering. The purpose of this study is to review the relationship among four dimensions of self-congruity (actual, ideal, social and ideal social congruity) and functional congruity with switching intention. To deepen the understanding of customers' switching decision formation, the researchers attempted to develop a switching intention model, consisted of self-image dimensions (actual, ideal, social, and ideal social self-congruity) and functional congruity. At the end of this paper, some new issues are recommended for the future research in this field.

The Determinants of Retail Loyalty of Indian Consumers

This study investigated the influence of expectations and evaluation of functional and social attributes on Indian consumers' food retail loyalty. Structural equation modeling results indicate that social self-congruity is an important determinant of food store patronage in India. Food assortment and services are critical drivers of supermarket loyalty, whereas relative advantage is the only determinant of store loyalty among traditional food retail customers. Positive store experiences lead to increased store commitment and perception of greater relative advantage for traditional retail shoppers, whereas positive store experiences increase switching costs for supermarket customers. Implications for food market entry into India are presented.