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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

The image of cyclists has been increasingly recognised as an important factor in social marketing programmes aimed at increasing cycling. The purpose of this paper is to present findings from a multi‐stage research project exploring image incongruencies between cyclists and non‐cyclists in the UK.

The theoretical framework of self‐image congruency was used to explore a possible “image gap” between the current image(s) of cyclists and the self concept of the GB population. The first stage of the research was a quantitative nationally representative survey of 3,855 British adults. The second phase involved a qualitative study involving ten in‐depth interviews and nine focus groups (n=60) exploring the image of cyclists with groups of non‐cyclists, lapsed cyclists, occasional cyclists, sports cyclists and utility cyclists.

Quantitative findings indicated that a gap exists between the perceived image of cyclists by GB adults and their collective self concept. Qualitative findings suggested that cyclists images were frequently viewed as negative or sometimes “out of reach” for non‐cyclists.

Social marketers have a role to play in overcoming self‐image incongruencies of this type. The authors' intention was to enable social marketers to encourage non‐cyclists to view cycling in a more positive light by encouraging a perceptual shift in their image of cyclists in the UK. The implication is that this would form a bridging mechanism that narrows the gap between non‐cyclists' current image of cyclists and their image of themselves.

This work prompts reflections on the nature of self‐image congruency within the social marketing field. Initial observations are made as to the contribution that self‐image congruency may play in behaviour change.

The purpose of this study is to investigate the concept of vicarious moral cleansing and scrutinize whether unethical behavior of leaders initiate moral cleansing in subordinates or not. This study also highlights a boundary condition under which employees are motivated to cleanse their moral self-image through increased organizational citizenship behaviors and decreased counterproductive work behaviors.

The study is quantitative based on hypothesis testing. By adopting convenience sampling technique, employees working at all managerial levels of service sector organizations were asked to fill out the questionnaires. Being a time-lagged study, data for independent variable (unethical leadership) and moderator (relational self-construal) were collected at T1, data for mediator (moral self-image) were collected at T2 and data for outcomes (OCBs, CWBs) were collected at T3 from same respondents. To rule out the possibility of common method bias and social desirability bias, a multi-wave design was adopted and respondents were asked to provide unique keys/IDs instead of their names.

This study investigated the impact that unethical leaders impose on employee self-concept. Moreover, this study also explored the motivational tendencies of moral self-image. Findings suggest that employees' desirable or undesirable behaviors against leader are dependent upon the perceptions related with their own role, self-image and perception of leader's integrity and intentions. Leader's unethicality is perceived threatening for their own moral self-image and they deal with it constructively. This study has laid the foundation for presence of vicarious moral cleansing in organizational setup, and it is advised that researchers must investigate this phenomenon in different settings to provide useful insights.

Due to lack of resources, employing a pure longitudinal research design was not feasible, and therefore a time-lagged research design was used to gather data from only two cities of Pakistan. However, authors believe that a longitudinal research design, with data collection from a larger sample, will provide more fine-grained results. Secondly, use of perceived leader's integrity scale to measure unethical leadership is another limitation. Although the authors tried to address this issue by conducting an EFA and adopting only suitable items, yet a new scale which is able to measure the true essence of unethical leadership ought to be developed.

Use of moral self-image as an indicator of moral cleansing is an additional contribution of this study, as previous studies used levels of guilt as driving force behind moral cleansing and compensatory cleansing. Most of the studies on unethical leadership as well as moral cleansing took place in the Western context and scholars' stress that culture can substantially influence outcomes of these constructs. Thus, this study extends the literature on moral cleansing and moral self-regulation by developing and testing a model in cultural settings of Pakistan.

本研究擬探討間接感受到的道德清洗 (以下簡稱間接道德清洗) 這個概念；研究亦會仔細審視領袖的不道德行為會否在其下屬間引起道德清洗。就此而言，本研究亦強調了一個邊界條件，在這邊界條件之下，僱員透過組織公民行為的增加，以及為工作目標帶來負面影響的工作行為的減少得到激勵，進而淨化他們的道德自我形象。

本研究為一個基於假設檢定的量性研究；研究採用任意抽樣方法而進行。在服務業機構內不同管理階層工作的僱員被邀回答問卷；由於這是一個時滯研究，即使是同一的答覆者，IV (不道德的領導) 和仲裁人(關係型自我建構)的數據在T1收集，調解員 (道德自我形象) 的數據在T2收集，結果 (OCBs，CWBs) 的數據在T3收集，為了排除共同方法偏差和社會期許誤差的出現，研究採用多波浪設計，而且，答覆者必須提供獨一無二的密鑰或身份證明，而不是提供他們的名字。

本研究探討了不道德的領袖對僱員自我概念的影響；研究亦探索了可能推動道德自我形象的因素。研究結果暗示、僱員會做對領袖而言可取的行為與否，全視乎他們如何看待自己的角色和自我形象，也視乎他們對領袖的誠信和動機有甚麼看法。領袖若不道德，這會被認為會對僱員的道德自我形象做成威脅，在這情況下，僱員會積極地應付這個威脅。本研究為在組織架構內存有間接道德清洗這個觀點打下基礎。今後的研究學者或許應就不同的環境、對這個現象進行探討和研究，以使我們能更深刻地瞭解這個課題。

從前的研究均採用內疚的程度、作為道德清洗和補償清洗背後的推動力 (Liao et al., 2018) 。本研究另外的貢獻在於採用了道德自我形象、作為道德清洗的指標。以前關於不道德領導以及道德清洗的研究，大多以西方國家為背景。研究學者均強調文化因素會很大程度地影響這些觀念帶來的結果；因此，本研究透過設計一個以巴基斯坦文化為背景的模型、並對其進行測試、來擴展有關道德清洗及道德自我調節的文獻。

Given an increasingly volatile and competitive fashion environment, the purpose of this paper is to qualitatively explore current consumer behaviour and psychological perspectives of luxury in women's undergarment fashion purchasing, with specific examination of whether this under‐investigated area of discrete or inconspicuous fashion appraisal is consistent with other luxury purchases.

The study employs an interesting methodological approach using multiple qualitative techniques including research interviews, group forums, and narrative capture, to investigate women's undergarment purchasing in a changing fashion environment in relation to the issues of branding, self‐image, perceived self‐image, motivational perspectives, and consumer behaviour, as identified by 119 female consumers aged between 18 and 60.

This study supports in part previous research that indicated consumer behaviour is determined by the congruency between the consumer's self‐image and the consumer's image of brands, although early research suggested this only applied to conspicuous products and social consumption. The current study confirms the self‐image link in the area of inconspicuous fashion, and strongly relates inconspicuous products consumed privately to self‐esteem and perceived sexy self.

The findings indicate that for intimate apparel marketing to be effective and credible, the marketed fashion items, and actions taken by designers, and retailers need to be consistent with the consumer's personal style, value perceptions, and self‐image.

This research examines several neglected areas in fashion and consumption research, and contributes to our understanding of key motivational elements important in the consumption of inconspicuous fashion, and the relationship of self‐image to inconspicuous consumption.

This paper explores the antecedents and consequences of consumers’ need for self-image congruence on their retail patronage of department (high-end) and discount (low-end) stores to purchase name-brand products in two product categories, apparel and home décor. It also compared online to offline shopping and considered two mediator variables, frugality and materialism.

The paper analyzed the hypothesized relationships using structural equation modeling (SEM) and MANOVA. Study 1 suggested the model using secondary data, and Study 2 measured and confirmed the relationships using scenario-based online survey data. An MANOVA test was used to compare the shopping behavior of consumers with high and low need for self-image congruence.

A strong causal link was found between concern with appearance and need for self-image congruence, and a positive relationship between need for self-image congruence and high- and low-end retail store patronage offline and online. While the group with high (vs low) need for self-image congruence was more likely to patronize department stores, unexpectedly, both the high and low self-image congruence groups were equally likely to shop at discount stores.

The findings suggest that marketing messages focusing on concern for appearance may succeed by tapping into consumers’ need for self-image congruence with brand product/retail store images. Results also showed that consumers with high self-image congruence often patronize discount retail stores, suggesting marketing opportunities for low-end retailers.

Because consumers with high need for self-image congruence patronize both department and discount stores, it is suggested that self-image congruity may be multi-dimensional. The current study is also the first to examine structural relationships to test patronage behavior between department and discount stores offline and online.

The purpose of this research is to investigate the extent to which actual and ideal self‐congruities (image) are associated with health club patronage, a conspicuous consumption situation. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry. An integrative model of self‐concept, self‐congruity and health club image provides the foundation for hypotheses development.

A survey‐based methodology was employed in the current investigation, as paper‐and‐pencil surveys were administered on‐site at several local health clubs and an on‐line version of the questionnaire was made available to college students.

Consumers’ actual self‐image, rather than ideal self‐image, was more strongly associated with their perception of their health club's brand image and, thus, served as a stronger indicator of health club patronage.

Health club members exhibited a greater tendency to match the image they currently held of themselves with the brand image of their patronized health club. Health clubs would do well to develop and promote a brand image that is aligned more closely with members’ actual self‐images rather than attempting to develop a brand image that correlates more strongly to members’ idealized self‐images.

The current investigation evidences the applicability of the image congruence hypothesis to a particular service product that has not been examined in prior image congruence studies.

This paper aims to examine the relationship between self-image of women travelers, accommodation preferences and the post-consumption behaviors of satisfaction and loyalty.

Accommodation preferences were measured using multi-items adapted from the literature and multi-phases of qualitative research. Female guests recruited from a resort’s membership database in Malaysia resulted in 540 useable surveys. Data were analyzed using both exploratory factor analysis and confirmatory factor analysis. Structural equation modeling was used to identify relationships between the various dimensions of accommodation preferences, self-image, satisfaction and loyalty.

A significant negative relationship was found between women actual self-image and the dimension of hotel activities. Several significant positive relationships were found between women ideal self-image and various room amenities factors. A significant relationship was also found between overall satisfaction and loyalty of guests.

The results provide hoteliers with significant insights into women’s accommodation preferences and identify opportunities for the packaging of accommodation attributes as well as promotion of hotel amenities that would appeal to the girlfriend getaway market.

This study is the first to evaluate significant relationships between self-image and accommodation preferences of women travelers from the girlfriend getaway market in Malaysia.

Self‐concept, despite its marketing relevance, has been overshadowed by other psychological concepts. The self‐concept is, however, significant and relevant to the study of consumer behavior because many purchases made by consumers are directly influenced by the image an individual has of himself. A fundamental question involves the process of the formation of the self‐concept. Several distinct qualities exist within the self‐concept, and once the self‐concept is established, these have a bearing upon the individual's behavior and his relationship with his objective, subjective, social, and ideal self. For marketers, an understanding of the self‐concept and self‐image can provide the means for developing more effective marketing programs. Consistency and congruence also play an important part in establishing the relationship between the self‐concept, the individual's image, and final purchase behavior. Other factors also play a part in the process and, in some situations, misunderstandings about their importance can result in less than effective marketing efforts. Careful research and analysis of the relevant factors affecting the self‐concept and their effect on purchase behavior can make for more effective market strategic planning. This article examines the various issues related to the marketing applicability of the self‐concept and discusses its implications in terms of research and market strategic planning.