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1 – 10 of over 2000Sanghyeop 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…
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.
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Melanie Randle and Sara Dolnicar
The purpose of this paper is to examine whether individuals who prefer different volunteering organisations have different self‐concepts, whether individuals perceive their…
Abstract
Purpose
The purpose of this paper is to examine whether individuals who prefer different volunteering organisations have different self‐concepts, whether individuals perceive their preferred volunteering organisation as more similar to their self‐concept than other volunteering organisations, and whether self‐congruity theory correctly predicts consumer (volunteer) behaviour differences across organisations and organisational missions.
Design/methodology/approach
Data were collected on people's preferred volunteering organisation, their self‐concept and their perceived image from eight volunteering organisations using an online self‐completion survey. Chi‐square tests and paired‐sample t‐tests were then used to identify significant differences between groups.
Findings
Individuals who prefer different volunteering organisations differ significantly in their self‐concept. For the three volunteering organisations with high levels of awareness and distinct images, self‐congruity theory held; that is, people who volunteer for them perceive those organisations as being more similar to their self‐concept than other volunteering organisations. For the four organisations with lower awareness and less distinct images, the authors found a tendency towards self‐congruity, but results were not significant. In one case, self‐congruity theory did not hold, possibly due to the more “obligatory” nature of the volunteering task.
Research limitations/implications
This research extends the application of self‐congruity theory to the volunteering context. It identifies three key dimensions that affect the extent to which self‐congruity holds for volunteering organisations: brand awareness; image distinctiveness; and whether the involvement is actually “voluntary”.
Practical implications
Self‐congruity theory has the potential to be a valuable tool in helping volunteering organisations increase their productivity through better targeted marketing strategies.
Originality/value
This study is the first to apply self‐congruity theory to the volunteering sector at the organisation brand level, and gives practitioners an additional tool to improve the effectiveness of their marketing.
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Sreejesh S., Debjani Sahoo and Amarnath Mitra
The purpose of this paper is twofold. First, develop and test a conceptual model to understand the relationship between customers’ servicescape perceptions, self-image congruity…
Abstract
Purpose
The purpose of this paper is twofold. First, develop and test a conceptual model to understand the relationship between customers’ servicescape perceptions, self-image congruity and attitude in healthcare context. Second, to examine the extent to which the relationship between customers’ self-image congruity to attitude in a fully mediated model is moderated by their prior experience.
Design/methodology/approach
Utilizing a self-administered survey of 320 customers, the study tested the proposed relationships with robust data analytic techniques.
Findings
The results show that favorable servicescape perceptions help customers to form image congruence in terms of symbolic and functional elements and thereby strengthen their attitude. Further, servicescape accentuated image congruence have varying effects on customers’ attitude depending up on customers’ prior experience.
Research limitations/implications
This study emphasized the role of servicescape on self-image congruity formation and customer attitude in a new service context (healthcare), and contribute to the body of existing knowledge on servicescapes and image congruity and further verify the soundness and robustness of the integrative theoretical framework.
Practical implications
Favorable servicescape perceptions may encourage customers to form image congruence and attitude. In this respect, managers should make efforts to signal desired servicescape perceptions in order to retain existing customers and attract new ones.
Originality/value
This study was the first to apply an integrative perspective of inference theory and image congruity theory to the context of hospital services to understand the relationship between servicescape, image-congruity and customer attitude.
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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…
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.
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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.
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.
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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.
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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…
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.
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Sreejesh S, Amarnath Mitra and Debjani Sahoo
This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer…
Abstract
Purpose
This paper aims to provide empirical evidence of relationship between perceived service innovativeness, image-congruence, satisfaction and behavioral outcomes at the customer level. It hypothesizes a moderated mediation model, denoting that perceived service innovativeness relates to image-congruity dimensions, which, in turn, will promote satisfaction at cognitive and affective level, thereby creating strong behavioral outcomes.
Design/methodology/approach
Data were collected through online surveys. The survey aimed at measuring the hypothesized constructs and other study-relevant information. Hypotheses were tested using the structural equation modeling technique.
Findings
This paper validates the role of perceived service innovativeness as a mechanism facilitating development and transfer of customer’s image-congruence toward a service firm. It also finds that the image-congruity dimensions fully mediate the relationship between perceived innovativeness and satisfaction. The resultant customer satisfaction leads to the development of behavioral outcomes. Further, the study finds that perceived innovativeness have varying effects on image-congruence dimensions depending upon customer’s prior experience.
Practical implications
The study provides evidence to managers that the customer-centric value creation through image-congruence requires development of positive perceived service innovativeness, which will result in customer satisfaction and their behavioral outcomes.
Originality/value
The study is the first attempt to find empirical support for the role of perceived service innovativeness to create customer’s image congruity with a service firm. Further, analyzing how perceived service innovativeness, image-congruence, customer satisfaction and behavioral outcomes are related to each other is also an important contribution.
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Woo-Young Lee, Youngjin Hur, Dae Yeon Kim and Christopher Brigham
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and…
Abstract
Purpose
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).
Design/methodology/approach
The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (n=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).
Findings
The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.
Originality/value
This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.
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Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan and Tapas Ranjan Moharana
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…
Abstract
Purpose
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.
Design/methodology/approach
Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.
Findings
Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.
Originality/value
While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.
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