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1 – 10 of over 2000
Article
Publication date: 12 August 2019

Christina Saenger and Doori Song

This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically…

Abstract

Purpose

This paper aims to explore content-related factors that can foster beneficial consumer responses to one kind of native advertising: in-feed sponsored articles. Specifically, studies examine how informational versus entertaining content interact with the content’s brand image congruity to affect brand attitudes through brand trustworthiness and identify the roles played by advertising value and perceived deceptiveness.

Design/methodology/approach

Experimental survey-based research with a between-subjects design was conducted, manipulating the content type (entertaining/informational) and brand image congruity (low/high) and measuring brand attitude, brand trustworthiness, advertising value and perceived deceptiveness. Participants were recruited via Amazon’s MTurk, and data were collected via online surveys in Qualtrics.

Findings

Results reveal that high brand image congruity generates more favorable brand attitudes for informational in-feed sponsored articles, and low brand image congruity generates more favorable brand attitudes for entertaining in-feed sponsored articles, through perceptions of brand trustworthiness. Enhanced brand trustworthiness results from increased advertising value for informational in-feed sponsored articles that are high in brand image congruity. Reduced brand trustworthiness results from increased perceptions of deceptiveness for entertaining in-feed sponsored articles that are high in brand image congruity.

Originality/value

While much academic research on native advertising focuses on its negative aspects, the present research identifies content-related factors that foster beneficial consumer responses to in-feed sponsored articles, including enhanced perceptions of brand trustworthiness and more favorable brand attitudes, due to differences in consumers’ perceptions of advertising value and deceptiveness. Managerially, this work can help branded content creators design effective in-feed sponsored articles.

Details

Journal of Consumer Marketing, vol. 36 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 9 October 2017

Eunha Jeong and SooCheong (Shawn) Jang

This study aims to investigate how restaurant customers’ heuristic judgment, originating from their perceived level of congruity between restaurant brand image regarding…

1218

Abstract

Purpose

This study aims to investigate how restaurant customers’ heuristic judgment, originating from their perceived level of congruity between restaurant brand image regarding healthfulness and healthy menu products, can affect their information processing in terms of their perceived nutritional information credibility and, furthermore, how these effects influence customers’ attitude toward the menu in terms of healthiness.

Design/methodology/approach

A Web-based survey was developed and distributed to randomly selected respondents in the USA, and in total, 320 responses were used for the data analyses. Structural equation modeling (SEM) was used to examine the relationship among three constructs: perceived brand–product congruity, perceived nutritional information credibility and nutrition attitude toward the healthy menu item being promoted. To assess the mediating role of perceived information credibility, an analytical procedure proposed by (Baron and Kenny 1986) was used. Finally, to investigate the moderating effect of the health involvement, multiple group analyses were executed.

Findings

The study results suggested that the synchronization between healthful brand image of the restaurant and the promoted menu item is important for ensuring customers’ perceptions of information credibility regarding the menu item healthiness and for eliciting customers’ positive nutrition attitudes toward the menu item. Also, positive nutrition attitudes toward a menu item can be increased by improving perceived information credibility. Depending on an individual’s level of health involvement, the relationships between the three proposed constructs vary.

Originality/value

This paper includes a theoretical model that explains customers’ heuristic evaluation of a healthy menu product by assessing the influence of brand image congruity in terms of healthy menu promotion.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 17 November 2021

Yaoqi Li, Chun Zhang, Lori Shelby and Tzung-Cheng Huan

This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal…

2357

Abstract

Purpose

This study aims to examine the moderated mediation model among self-image congruity, self-brand connection, self-motivation and brand preference and validate that actual and ideal self-image congruity are two distinct constructs. As shown in the conceptual model, actual and ideal self-image congruity toward a brand have direct and indirect positive effects on brand preference through self-brand connection, whereas self-motivation moderates the effect of self-image congruity on self-brand connection.

Design/methodology/approach

Data collection was done through mall intercepts in six shopping malls in Guangzhou, Zhuhai and Huizhou in southern China. In total, 461 usable questionnaires were collected with 500 distributed copies. Confirmatory factor analysis using Mplus (v.7) was done to assess the measurement validity for each construct. PROCESS analysis for SPSS (v.19.0.0) was used for hypothesis testing.

Findings

Both actual and ideal self-image congruities present significant positive effects on brand preference through self-brand connection. The relationship between self-image congruity and the self-brand connection is also moderated by self-motivation.

Originality/value

This study fills an existing literature gap by distinguishing self-image and ideal self-image congruity as distinct constructs. Self-brand connection is posited as a new way to understand the mechanism of the self-image congruity effect on brand preference. Samples from several shopping malls in southern China are used to justify the important moderating role of self-motivation in consumers’ brand preferences.

Details

Journal of Product & Brand Management, vol. 31 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 24 February 2012

Jing Hu, Xin Liu, Sijun Wang and Zhilin Yang

This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in…

8116

Abstract

Purpose

This study aims to examine the role of functional and symbolic image congruity in Chinese consumers' brand preferences in the auto market, and the role of brand familiarity in moderating the relationship between brand image congruity and consumers' preferences.

Design/methodology/approach

A one‐on‐one survey was administered to 1,440 consumers by market research specialists on two popular auto brands in China.

Findings

While confirming existing findings concerning functional image congruity, the results revealed that symbolic image congruity had a negative impact on Chinese consumers' brand preference when a brand's perceived symbolic image is higher than consumers' ideal expectations (i.e. upward incongruity), and brand familiarity does not moderate the role of symbolic image congruity in Chinese consumers' brand preference.

Originality/value

The paper's findings could help managers to improve their brand management and enhance consumer satisfaction.

Details

Journal of Product & Brand Management, vol. 21 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 29 June 2020

Chengchen Liu, Ya Zhang and Jing Zhang

There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build…

9860

Abstract

Purpose

There is growing interest among marketers in advertising and promoting their brands by adopting an online celebrity endorsement strategy. However, how online celebrities build their own brand equity and how online celebrity brand equity impacts fans’ purchase behavior have not been extensively researched in the extant literature. This paper aims to explore the factors that contribute to online celebrity branding and improving fans’ purchase intentions.

Design/methodology/approach

A survey and an experiment were conducted among consumers from the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type.

Findings

This paper reveals that customers’ perceived self-congruity with online celebrities’ image and virtual interactivity positively impact the brand equity of online celebrities. Additionally, compared with virtual interactivity, the effect of customer perceived self-congruity on a brand is more significant. The brand equity of online celebrities thereby drives followers’ purchase intentions and the perceived quality of products positively moderates this relationship.

Originality/value

The research conclusions provide managerial implications for marketing practitioners for how to use human brands on social media platforms in the web 2.0 era and ultimately enhance consumer purchase intentions.

Details

Journal of Product & Brand Management, vol. 29 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 November 2017

Sanghyeop Lee, Bee-Lia Chua, Hyeon-Cheol Kim and Heesup Han

In consideration of the lack of research regarding airline lounge customers’ behavior, the purpose of this study was to examine the relationships among brand personality, self…

1838

Abstract

Purpose

In consideration of the lack of research regarding airline lounge customers’ behavior, the purpose of this study was to examine the relationships among brand personality, self-congruity, functional congruity, positive emotion, customer satisfaction and revisit intentions in airline lounges.

Design/methodology/approach

On the basis of theoretical associations among study constructs, a conceptual model was proposed and tested using the data collected from airline lounge patrons through an online survey.

Findings

The empirical results showed that brand personality was positively related to self-congruity. Self-congruity was significantly associated with positive emotions and functional congruity. In addition, functional congruity was significantly associated with positive emotions. This result also indicated that positive emotion significantly influenced customer satisfaction. The mediation tests showed that both self-congruity and functional congruity significantly affected customer satisfaction through positive emotion. Customer satisfaction was a significant predictor of revisit intentions within the context of airline lounges.

Practical implications

Overall, these results help airline lounge operators understand lounge travelers who become more demanding with regard to brand personality, self-congruity and functional congruity.

Originality/value

This research was the first to test the effectiveness of image congruity theory in the domain of airline lounges. Our findings contribute to the body of knowledge on customer behaviors in airline lounges and image congruity.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Open Access
Article
Publication date: 31 August 2022

Zelin Tong, Jingdan Feng and Fang Liu

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how…

4597

Abstract

Purpose

Studies have shown that negative publicity adversely affects brand trust, but exactly how brand trust can be damaged remains poorly understood. This study aims to explore how negative publicity influences image congruity and, subsequently, brand trust. In addition, the study also examined the effectiveness of two corporate strategies to repair both congruity and trust.

Design/methodology/approach

Based on a valid sample of 522 Chinese consumers between the ages 20 and 50, this study adopted a quasi-experimental design involving two types of negative publicity (performance- and value-related) and two initial corporate repair strategies (compensation and public apology) intended to repair brand trust.

Findings

Negative publicity shaped brand trust through both functional congruity and self-congruity. Moreover, the type of negative publicity affected the role of image congruity in brand trust. The effectiveness of repair strategies further depended on the type of negative publicity.

Research limitations/implications

Mobile phones were an appropriate focal product for this research, but examining only one product category may limit findings’ generalizability. Negative emotions such as frustration or anger and their relationships with congruity can also be addressed in future work. Subsequent research can additionally consider more conditions to explore alternative routes of processing related to brand trust.

Practical implications

Brand trust is a vulnerable brand asset on which negative publicity can have seriously negative consequences. Marketers and brand managers should assess the extent to which negative publicity can damage image congruity and brand trust and come up with different repair strategies subsequently.

Originality/value

This study contributes to the limited and fragmented literature on consumers’ evaluations of negative information. Findings offer fresh insight into the impacts of negative publicity on image congruity and brand trust. The implications extend beyond negative publicity to other forms of negative information, such as rumors, fake news and negative word of mouth. Results also highlight the importance of adopting appropriate repair strategies to restore consumers’ trust in the event of negative publicity.

Details

Journal of Product & Brand Management, vol. 32 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 January 2023

Yanbing Guo and Zhuanfa Zhu

Based on object–object congruity, this study aims to clarify the driving factors and antecedent mechanism of tourists’ willingness to purchase intangible cultural heritage…

Abstract

Purpose

Based on object–object congruity, this study aims to clarify the driving factors and antecedent mechanism of tourists’ willingness to purchase intangible cultural heritage (ICH)-souvenirs.

Design/methodology/approach

This study used a five-point Likert scale to collect data and proposed a structural equation model to explore this issue.

Findings

ICH-inheritor/souvenir-congruity is positively related to tourists’ purchase intention for ICH-souvenirs and perceived authenticity; perceived authenticity and brand identity play a chain mediating effect between ICH-inheritor/souvenir-congruity and the purchase intention for ICH-souvenirs.

Research limitations/implications

This paper excludes individual, situational and cultural factors, ignoring the possible moderating roles of these factors. This treatment simplifies the feasibility of the present study but might lead to the deviation between the results of the current research and the actual outcomes.

Practical implications

The retailers of ICH-souvenirs should encourage the ICH-inheritors to endorse and promote their products while creating. They could tell a good story about their experience or create entertainment experiences for tourists through hand-in-hand teaching.

Originality/value

This study explores the driving factors and antecedent mechanism of tourists’ purchase intention for ICH-souvenirs from the third perspective of image congruity theory, namely, object–object congruity.

Visual Abstract

非物质文化遗产纪念

品:形象一致性与品牌对游客购买意向的影响

摘要

研究目的

基于客-客一致性, 本研究旨在厘清游客购买非物质文化遗产纪念品的影响因素与驱动机制。

方法论

本研究利用5点式Likert量表收集数据, 并提出了一个结构方程模型来探讨这个问题。

发现

非遗传承人/纪念品一致性正向显著影响非遗纪念品的购买意愿和本真性感知; 本真性感知和品牌认同在非遗传承人/纪念品一致性和非遗纪念品购买意愿之间起着链式中介作用。

创意/价值

本研究从形象一致性理论的第三个视角(客-客一致性), 探讨了游客购买非遗纪念品的影响因素与驱动机制。

理论启示

本研究进一步证明了客-客一致性的有效性和合理性, 拓宽了形象一致性理论的外延。

实践启示

非遗纪念品的零售商应鼓励非遗传承人在创作的同时代言和推广他们的产品。他们可以讲述自己的经历, 或者通过手把手教学为游客创造娱乐体验。

研究局限/启示

本文排除了个人、情境和文化因素, 忽略了这些因素可能的调节作用。这种处理简化了当前研究的可行性, 但可能导致当前研究结果与实际结果之间的偏差。

Recuerdos del patrimonio cultural inmaterial:

la influencia de la consistencia de la imagen y la marca en la intención de compra de los turistas

Resumen

Propósito

Basado en la congruencia objeto-objeto, el presente estudio busca esclarecer los factores impulsores y el mecanismo antecedente sobre la disposición de los turistas a adquirir recuerdos del PCI.

Diseño/metodología/enfoque

El presente estudio utiliza una escala de Likert de cinco puntos para recopilar datos y plantea un Modelo de Ecuaciones Estructurales (MEE) para estudiar este asunto.

Resultados

La congruencia entre el heredero/recuerdo del PCI se relaciona de forma positiva con la intención de compra de recuerdos del PCI por parte de los turistas y con la autenticidad percibida; la autenticidad percibida y la identidad de marca ejercen un efecto mediador en cadena entre la congruencia entre el heredero/recuerdo del PCI y la intención de compra de recuerdos del PCI.

Originalidad/valor

El presente estudio explora el mecanismo antecedente de la intención de compra de los turistas de recuerdos de PCI a partir de la tercera perspectiva de la teoría de congruencia de la imagen (la congruencia objeto-objeto).

Implicaciones teóricas

El presente estudio justifica la validez y racionalidad de la congruencia objeto-objeto, extendiendo la teoría de la congruencia de imagen.

Implicaciones prácticas

Los minoristas de los recuerdos del PCI deben fomentar que los herederos del PCI respalden y promocionen sus productos al mismo tiempo que los crean. Ellos pueden contar sus propias experiencias o crear experiencias entretenidas para turistas mediante la enseñanza mediante ejemplos.

Limitaciones/implicaciones del estudio

El presente documento no tiene en cuenta los factores individuales, situacionales y culturales e ignora el posible papel moderador de estos factores. Dicho tratamiento simplifica la viabilidad de este estudio, aunque podría dar lugar a una desviación entre los resultados de la presente investigación y los resultados reales.

Article
Publication date: 6 February 2018

Jamid Ul Islam, Zillur Rahman and Linda D. Hollebeek

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs);…

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Abstract

Purpose

The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty.

Design/methodology/approach

Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data.

Findings

The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships.

Practical implications

This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty.

Originality/value

This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

Article
Publication date: 20 July 2012

Fang Liu, Jianyao Li, Dick Mizerski and Huangting Soh

This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage…

48374

Abstract

Purpose

This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands.

Design/methodology/approach

Using a sample of Australian consumers, this study examines two luxury fashion brands (CK and Chanel) from two product categories, watches and sunglasses. Structural equation modeling is used to test the hypotheses.

Findings

This study finds that user and usage imagery congruity are stronger predictors for brand attitude and brand loyalty than BPC in the context of the luxury fashion brands tested. Both user and usage imagery congruity have significant effects in brand attitude and brand loyalty in most analyses. This study finds no significant effect of BPC in either brand attitude or brand loyalty for the two brands tested.

Research limitations/implications

Future studies should include more populations, product categories and more brands in each category.

Practical implications

Symbolic benefits are key motivations behind luxury brand purchases. Symbolic benefits are from non‐product‐related attributes like imagery. One important implication of the study is that user and usage imagery are more important to build than attempts to develop a brand's personality. Because most luxury brands market in multiple product categories, attention should be paid to the core perceptions of user and usage imagery for the brand when designing communication strategies for different categories.

Originality/value

This study provides the first evidence that these self‐congruity concepts may represent different imageries that lead to different effects in brand attitude and brand loyalty. Findings from this study add to the understanding of the consumption of luxury brands.

Details

European Journal of Marketing, vol. 46 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

1 – 10 of over 2000