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The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence.

Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants were asked to indicate product-personality congruence (i.e. congruence between one’s self and the product) and user-image congruence (i.e. congruence between a product’s typical user and the product) for two private and two public products.

Two types of congruence (product-personality and user-image) positively influence brand evaluations more for publicly consumed than for privately consumed brands for consumers in both Latin cultures, with effect sizes being greater than prior research in other cultures.

This research supports congruence theory in showing that similarity between a consumer and a brand leads to more favorable attitudes. Limitations include the sole use of student subjects and examination in only two countries of Latin culture.

Regardless of a brand’s personality, brands should seek consumers with similar personality traits, especially in Latin cultures.

This research addresses several limitations in prior research by examining both publicly and privately consumed products in one study, exploring congruence across Latin cultures, and testing products not confounded by addictive properties.

This study aims at examining the role of the e-store brand personality congruence/incongruence of a multichannel apparel retailer in the formation of consumers' perceived e-store brand fit and e-store patronage intention, based on the concept of image congruence.

An online survey was conducted with a US national sample of 458 female consumers (20–50 years old) who had shopped for clothing online.

Results revealed that e-store brand personality incongruence in three personality dimensions had a negative impact on consumers' e-store patronage intention directly as well as indirectly by reducing the consumers' global perception of the e-store brand fit. Further, the retailer's relevance to the consumer moderated the relationship between the perceived e-store brand fit and e-store patronage intention in that this relationship was significantly greater among consumers with a high (vs low) perceived self-relevance of the retail brand.

The findings highlight the importance of symbolically integrated cross-channel brand management for multichannel apparel retailers by clearly identifying their brand personality and carefully crafting it into their e-store interface design and e-store visual merchandising to convey the brand personality.

This study expands the application of image congruence to the cross-channel image congruence phenomenon in multichannel retailing environments by examining the e-store brand image congruence employing both direct and indirect approaches.

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity with a brand creates a human image for a brand and helps in personifying its image. The consumer perceives the brand as an individual and relates his personality, as well as the personality of the celebrity with that of the brand. It becomes pertinent for marketers to understand how brand-celebrity personality congruence and brand-consumer personality congruence affect the brand reputation, uniqueness and purchase intentions. Thus, the purpose of this study is to understand the relationship between the two personality congruence aspects – brand & celebrity personalities and brand & consumer personalities, and their impact on the reputation of the brand and its uniqueness. Further, the paper aims to examine the impact of the brand reputation and brand uniqueness on purchase intentions.

The present study uses Aaker’s five-factor personality scale to study the personality congruence effects on brand reputation, brand uniqueness and purchase intentions. The literature review was carried out to categorize factors related to celebrity personality, brand personality and consumer personality. The data for this study was collected through questionnaires from 1,235 respondents. In the first step, congruencies between celebrity, brand and consumer personality were determined. This was followed by a two-stage structural equation modelling for assessing the model fit and testing the hypotheses.

From the study results, it is observed that brand-celebrity congruency influences brand reputation and brand uniqueness. However, brand-consumer congruency had an effect only on brand reputation and not on brand uniqueness. Both brand reputation and uniqueness have favourable impact on consumers purchase intentions.

This study contributes to the existing literature on celebrity endorsement by extending the discussion with personality-based congruence. The research deciphered two aspects of identification, i.e. consumer-brand personality congruence and brand-celebrity congruence. The paper hypothesized the favourable association between brand personality and consumer personality congruence and brand uniqueness. However, it was observed that brand personality-consumer personality identification had an insignificant influence on brand uniqueness. This is contrary to the findings of some studies in the literature. Further investigation of this relationship in the future may add a new dimension to the identification context.

Drawing upon the social identity approach, this research examines whether and how leader–subordinate congruence at high levels of proactive personality facilitates subordinate creativity.

Two different data sets (Study 1: N = 205; Study 2: N = 222) were collected from leader–subordinate dyads in China to provide stronger empirical evidence regarding our hypotheses. Polynomial regression and response surface analyses were used to test our predictions.

Subordinate creativity in the scenario in which the leader and subordinate shared a highly proactive personality (i.e. high–high congruence) was higher than that in the incongruence or low–low congruence scenario. The subordinate's identification with the leader mediated the above relationships such that the indirect relationship between leader–subordinate proactive personality and subordinate creativity via identification with the leader was maximized in the high–high congruence scenario.

The findings suggest that organizations should consider selecting both highly proactive leaders and highly proactive subordinates to facilitate the subordinates' identification and subsequent creativity.

This research highlights the crucial role of leader–subordinate congruence in strong proactive personality for the promotion of creativity and reveals that identification with the leader accounts for the above relationship.

Beyond their functional utility products have a symbolic meaning. Parts of this symbolic meaning are accounted for by concepts like brand personality and product‐user image, which describe the symbolic meaning associated with the brand or product class. However, the physical product also carries symbolic meaning. That part of the symbolic meaning that refers to the physical product itself, and is described with human personality characteristics, is called product personality. The purpose of this article is to show that product personality positively influences consumer preference through a congruence effect.

A two‐phase study was conducted. In the first phase, product‐personality congruence was measured. The second phase was used to establish user‐image congruence.

The results indicate that people prefer products with a product personality that matches their self‐image. Moreover, this positive effect of product‐personality congruence is found to be independent of the user‐image congruence effect.

Previous research has shown that product variants can be designed to have a specific personality. This study has shown that product‐personality congruence has a positive effect on consumer preference.

Drawing from the literature on person–environment fit and proactive personality, the purpose of this paper is to empirically examine whether congruence between the proactive personality of a leader and his/her follower is facilitative/inhibitive of creativity of the follower.

Data were collected in two waves from 355 followers and 36 corresponding leaders working in a large manufacturing company in India. Hypotheses were tested using polynomial regression analysis and response surface method.

The results indicate that leader–follower congruence in proactive personality is more likely to encourage followers’ creativity. Moreover, leader–follower congruence at higher levels of proactive personality showed higher levels of followers’ creativity than when dyads are congruent at lower levels.

Findings suggest that human resource management in organizations should consider matching leaders’ proactive personality with that of followers’ to foster employee creativity. This is critical from the perspective of recruitment and dyad formulation for jobs that demand creativity.

Research examining why and how congruence in personal characteristics between a leader and his/her follower foster followers’ creativity is at best scant. The study is a novel attempt to examine the effect of congruence in leader–follower proactive personalities on workplace creativity of the follower.

This study aims to investigate the relationship between leader‐subordinate congruence and performance and satisfaction.

Data were gathered from 267 leader‐subordinate dyads in a light manufacturing electrical assembly plant in Wales and 82 leader‐subordinate dyads in another, in England, UK. Data on personality of the respondents and their supervisors were gathered using the 16 personality factor test. The absolute difference between the personality score of the respondent and the supervisor for each of the five secondary personality factors were calculated. The absolute differences were then totalled to obtain a total difference score.

As expected, there was a significant correlation between the difference scores and satisfaction with the supervisor and overall job satisfaction. The results suggest that, if management wishes to improve satisfaction of their subordinates, the personalities of supervisor and subordinate should be similar. The direction of the relationship between difference scores and performance scores in the two companies were in opposite directions to each other. Possible causes and implications for managers are discussed.

This paper establishes that the relationship between congruence and performance is contingent on the nature of work interaction between the leader and the subordinate.

The purpose of this paper is to examine the effects of functional (perceived quality) and symbolic (personality congruence, user imagery congruence, brand prestige and brand tribalism) brand associations in attitude and brand loyalty of Generation Y’s consumers towards two categories of luxury fashion brands.

A structural equation modeling method is employed in this research based on data collected from 450 individuals born between 1977 and 1994 in Iran. Watches and sunglasses are two luxury product categories chosen in this study.

The findings of the study reveal that perceived quality is the better predictor of brand attitude and brand loyalty. Personality congruence (mediated by perceived brand quality), brand prestige (mediated by perceived brand quality and brand attitude) and brand tribalism (mediated by brand attitude) have an indirect positive effect on brand loyalty.

Due to the historical delay in the entrance and publicity of modern information and communication technologies in Iran compared with the western societies, the studied generation in this paper might not be completely conformed to the mentioned characteristics of Generation Y in terms of using media.

This study combines consumer-based and community approaches of creation and management of brand to examine loyalty towards luxury fashion brands in Generation Y’s consumers as an attractive segment for luxury brands.

In today's marketplace, successful branding requires building strong bonds with the consumers, by creating favorable, strong and unique brand associations in consumer minds. This study aims to identify the role of functional (perceived quality) and symbolic brand associations (personality congruence and brand prestige) in creating brand loyalty in the ready‐to‐wear sector from the perspective of Generation Y consumers.

The research employs a structural equation modeling method based on data collected from 564 individuals born between 1977 and 1994. Turkey is chosen as the context of the study based on the fact that the ready‐to‐wear sector is one of the leading sectors in the country and about 30 percent of the population are Generation Y consumers.

The findings of the study reveal that perceived quality has a direct positive effect on brand loyalty, suggesting appearance and product quality perception are critical in the preferences of Generation Y consumers. Personality congruence and brand prestige, on the other hand, have an indirect positive effect on brand loyalty with the mediation of appearance and product quality.

The practitioners in the sector should devote special attention to appearance quality together with product quality, and construct a high quality and prestigious brand image with the personality traits of sincerity, competence, and excitement.

This study has contributions to branding, ready‐to‐wear, and Generation Y literature combining several important dimensions into a structural model, and examines the interrelationships among these dimensions as well as their effect on brand loyalty.

The purpose of this paper is to understand the role of perceived threat, brand congruence, and social support on consumer coping strategies for a preventative health service.

An online survey of 570 women aged over 50 in one Australian state was conducted (users and non-users of the service). The data were analyzed using structural equation modeling.

A competing models approach reveals that threat on its own is associated with avoidance coping; however, when brand congruence is high, there is an association with active coping. Social support appears to have a buffering effect on threat and is associated positively with active coping and negatively with avoidance coping.

The study findings suggest that threat appeals should be used with caution in increasing participation in transformative preventative health services due to its double-edged sword effect (increasing both avoidance and active coping). When consumers have social support, this results in active coping and buffers avoidance coping. This research offers useful insights for social marketing and transformative service research.