Direct and indirect effects of self-image congruence on brand loyalty

Direct and indirect effects of self-image congruence on brand loyalty The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business Research Elsevier

Direct and indirect effects of self-image congruence on brand loyalty

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Publisher
Elsevier
Copyright
Copyright © 2006 Elsevier Inc.
ISSN
0148-2963
eISSN
1873-7978
DOI
10.1016/j.jbusres.2006.06.001
Publisher site
See Article on Publisher Site

Abstract

The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed.

Journal

Journal of Business ResearchElsevier

Published: Sep 1, 2006

References

  • Employed females' clothing preference, self-image congruence, and career anchorage
    Ericksen, M.K.; Sirgy, M.J.
  • The moderating effect of prior experience in consumers' use of user-image based versus utilitarian cues in brand attitude
    Mangleburg, T.; Sirgy, M.J.; Grewal, D.; Axsom, D.; Hatzios, M.; Claiborne, C.B.

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