To read this content please select one of the options below:

The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-congruity theory

Tahir Islam (School of Economics and Management, Tongji University, Shanghai, China) (Department of Management and Social Sciences, Mohammad Ali Jinnah University, Karachi, Pakistan)
Saman Attiq (Department of Management Sciences, University of Wah, Wah, Pakistan)
Zahid Hameed (Department of Management and Social Sciences, Khawaja Fareed University of Engineering and Information Technology, Rahim Yar Khan, Pakistan)
Munnawar Naz Khokhar (Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan)
Zaryab Sheikh (School of Management, Hefei University of Technology, Hefei, P.R. China) (Department of Management Sciences, Beaconhouse National University, Lahore, Pakistan)

British Food Journal

ISSN: 0007-070X

Article publication date: 15 November 2018

Issue publication date: 1 May 2019

4209

Abstract

Purpose

The purpose of this paper is to test the impact of symbolic and functional incongruity on brand hate. According to self-congruity theory, symbolic and functional congruence are a critical phenomenon in consumer buying decisions. Therefore, the present study develops a theoretical framework based on self-congruity theory to examine the key determinants of brand hate.

Design/methodology/approach

Data were collected only in fast-food chain franchises in the capital city territory of Pakistan. Therefore, it is hard to generalize the findings of this research for customers from different cultural backgrounds.

Findings

The results of the study reveal that symbolic and functional incongruence are the primary factors responsible for brand hate among Pakistani fast-food customers. Customers carefully consider both self-image and product attributes when purchasing products.

Research limitations/implications

The research uses the cross-sectional method, which limits the findings’ usefulness in other sectors.

Practical implications

The current research helps policymakers understand the key determinants of brand hate, showing that symbolic incongruence is the primary antecedent. Therefore, policymakers and corporate leaders should consider that Pakistan is an Islamic country where consumer choices of food are not only derived from food quality, food hygiene and service quality, but also the symbolic image (i.e. halal food) is a vital determinant of consumption.

Originality/value

This study contributes to the literature by discussing the above issue and presenting quantitative data. This research extends the literature by testing and validating a conceptual model that includes two types of congruence (symbolic and functional) to study brand hate. The proposed conceptual model provides a novel, theoretical, self-congruity point of view on brand hate.

Keywords

Citation

Islam, T., Attiq, S., Hameed, Z., Khokhar, M.N. and Sheikh, Z. (2019), "The impact of self-congruity (symbolic and functional) on the brand hate: A study based on self-congruity theory", British Food Journal, Vol. 121 No. 1, pp. 71-88. https://doi.org/10.1108/BFJ-03-2018-0206

Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Related articles