Search results

1 – 10 of over 2000
Article
Publication date: 8 August 2023

Hsiu-Yu Teng, Chien-Yu Chen and Tien-Cheng Han

Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current…

430

Abstract

Purpose

Studies have explored the determinants of customer advocacy because of customer advocacy's vital role in improving the efficiency and effectiveness of marketing. The current research complements the existing literature in the hospitality field by examining the association between restaurant innovativeness and customer advocacy while also investigating the mediating roles of self-image congruity and customer engagement.

Design/methodology/approach

The statistical software AMOS version 25 and bootstrapping were employed to test the hypotheses. Purposive sampling was employed for participant recruitment, and a self-administered questionnaire was used to collect data. Data were collected from Taiwanese customers who had dined at selected restaurants.

Findings

The results from 385 restaurant customers reported that self-image congruity had an indirect impact on customer advocacy through customer engagement. Customer advocacy was influenced by restaurant innovativeness through the mediation of customer engagement. The influence of restaurant innovativeness on customer advocacy was positively and sequentially mediated by self-image congruity and customer engagement.

Practical implications

Restaurant innovativeness is linked to customer advocacy through self-image congruity and customer engagement. Thus, restaurant managers should implement strategies focusing on innovativeness to improve self-image congruity and engagement among customers.

Originality/value

The current research may be the first to provide a research model that explores restaurant innovativeness, self-image congruity, customer engagement and customer advocacy in the hospitality context. This study also has practical implications for enhancing customer advocacy.

Details

Journal of Hospitality and Tourism Insights, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 1 May 2009

Brian T. Parker

The purpose of this paper is to compare the brand personality and brand user‐imagery constructs in congruity theory to examine their relationship in the image congruence model as…

17330

Abstract

Purpose

The purpose of this paper is to compare the brand personality and brand user‐imagery constructs in congruity theory to examine their relationship in the image congruence model as a basis of modeling brand attitudes for publicly and privately consumed brands.

Design/methodology/approach

A total of 272 surveys measured subjects' self‐image perceptions and subjects' perceptions of brand personality and user‐imagery. Congruence measures were used as indicators of the difference between respondent self‐image and each brand's image, and served as independent variables in stepwise regressions with brand attitude as the dependent variable.

Findings

The results indicated that, for publicly consumed brands, user‐imagery‐based congruence measures contributed more often to the explanatory power of the model. For privately consumed brands, brand personality congruity produced significant regressions but did not account for a large portion of explained variance, while user‐imagery only entered one private brand model.

Originality/value

Brand personality and brand user‐imagery are often used interchangeably in self‐congruity theory research. Although both constructs have received past research attention, no studies have compared them in the same study. The study fills the gap in the literature and enhances the usefulness of the self‐brand congruity model, providing a knowledge base for determining an overall brand positioning strategy.

Details

Journal of Consumer Marketing, vol. 26 no. 3
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: 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: 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: 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

Article
Publication date: 19 March 2018

EunHa Jeong and SooCheong (Shawn) Jang

This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective…

1795

Abstract

Purpose

This study aims to examine the effects of self-image congruities (i.e. the match between the image of a product or brand and a customer’s image of themselves) as an affective psychological process in the context of a restaurant setting. The study proposed that a customer’s perception of congruity between his or her self-image and a restaurant could be a salient antecedent for eliciting positive affects toward restaurants, which may influences customers’ evaluations of the functional attributes of a restaurant. The relative effects of actual versus ideal self-image congruity on positive affects, along with the moderating effect of the type of restaurant, were also investigated.

Design/methodology/approach

An online survey was developed and distributed to randomly selected respondents in the USA and a total of 376 responses were used for the data analyses. Structural equation modeling (SEM) was used to examine the relationships among five constructs: actual self-image congruity, ideal self-image congruity, positive affect, evaluation of the restaurant experience and revisiting intentions. To investigate the moderating effect of the restaurant type – more specifically, to examine differences in relative importance of actual versus ideal self-image congruity based on the type of restaurant (casual dining versus fine dining) – multiple group analyses were executed.

Findings

The results showed that both actual and ideal self-image congruity significantly influence positive affect, which has a significant influence on customers’ evaluations of the functional attributes of a restaurant. Actual self-image congruity effect on positive affect was significant in casual dining restaurants, but it was not significant in fine-dining restaurants. Ideal self-image congruity effect on positive affect was significant in both casual and fine-dining restaurant.

Practical implications

This study provides practical implications for developing an effective marketing communication in terms of promoting different segments of restaurant (casual dining vs fine-dining) based upon the customers’ perception of self-image congruity.

Originality/value

This paper includes a theoretical model that explains whether self-image congruity is a salient antecedent influencing restaurant customers’ positive feelings toward a restaurant brand. It also examined the relative effects of actual versus ideal self-image congruities in different restaurant settings.

Details

International Journal of Contemporary Hospitality Management, vol. 30 no. 3
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: 28 March 2008

Hafedh Ibrahim and Faouzi Najjar

This paper aims to develop a model that will include self‐image congruence, attitudes, satisfaction and explain their role on behavioural intentions.

5782

Abstract

Purpose

This paper aims to develop a model that will include self‐image congruence, attitudes, satisfaction and explain their role on behavioural intentions.

Design/methodology/approach

A qualitative survey was carried out. It was followed by a quantitative study, conducted in two stages to clarify the self‐congruity scale. Results were used to lead an exploratory investigation of a conceptual model of behavioural intentions.

Findings

Ideal self‐image congruity had a stronger direct effect on attitudes, than did actual self‐image congruity. Indeed, there was evidence in this study that behavioural intentions were directly or indirectly influenced by shopper's self‐congruity, attitudes, and satisfaction.

Research limitations/implications

No research has ever simultaneously compared the relative influence of these important constructs on service encounter outcomes. The obvious implication is the need for further consideration of similar composite models. Indeed, it would be instructive in future research to assess the extent to which individual characteristics and demographic variables mediate self‐congruity, attitudes and satisfaction, and their influence on behavioural intentions.

Practical implications

Retailers need to realize that positioning their store to enhance the likelihood of self‐congruity with target shoppers and improve their attitudes, is important but not enough. The goal for improving self‐congruity and attitudes is to make sure shoppers have received the benefit they expect to find. The benefits received directly influence shoppers' decisions on whether they will want to come back in the future and what they will say about the store to others.

Originality/value

This research provides an improved understanding of the role of self‐congruity, attitudes and satisfaction on behavioural intentions. The inclusion of self‐congruity and attitudes in the proposed model as antecedents of behavioural intentions is one of the unique aspects of the study.

Details

Marketing Intelligence & Planning, vol. 26 no. 2
Type: Research Article
ISSN: 0263-4503

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

1 – 10 of over 2000