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Article
Publication date: 3 August 2021

Supawat Meeprom and Pipatpong Fakfare

The purpose of this study is to explore the relationship between self-congruence and attendee engagement in explaining emotional attachment in the context of cultural events.

Abstract

Purpose

The purpose of this study is to explore the relationship between self-congruence and attendee engagement in explaining emotional attachment in the context of cultural events.

Design/methodology/approach

Structural equation modelling with partial least squares analysis has been applied. Data were collected from 421 respondents through an onsite survey during the Yi Peng and Loy Krathong festive week in Thailand.

Findings

The findings revealed that self-congruence (i.e. actual self-congruence and ideal self-congruence) has a positive influence on attendee engagement. When attendees' actual self and ideal self-match with the event image, they are more likely to actively engage in the event activities.

Originality/value

The findings offer insights into one type of events, the cultural event, which is a common event in Thailand. This study is also one among a handful works that investigates the moderating role of perceived crowding on the relationship between attendees' actual and ideal self-congruence and engagement with the event. Although the findings do not suggest a significant moderating effect, this study provides preliminary insight into how perceived crowding shapes the perception of tourists in a cultural event context.

Details

International Journal of Event and Festival Management, vol. 12 no. 4
Type: Research Article
ISSN: 1758-2954

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Article
Publication date: 16 July 2021

Shaifali Chauhan, Richa Banerjee, Chinmay Chakraborty, Mohit Mittal, Atul Shiva and Vinayakumar Ravi

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The…

Abstract

Purpose

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence.

Design/methodology/approach

The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses.

Findings

The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs.

Research limitations/implications

The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry.

Practical implications

The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry.

Originality/value

This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

Details

International Journal of Pervasive Computing and Communications, vol. 17 no. 4
Type: Research Article
ISSN: 1742-7371

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Article
Publication date: 1 April 2014

Carolin Plewa and Karen Palmer

This paper proposes - through the integration of self-congruence, brand personality, sponsorship and sports spectator behaviour literatures - a conceptual framework to…

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1119

Abstract

This paper proposes - through the integration of self-congruence, brand personality, sponsorship and sports spectator behaviour literatures - a conceptual framework to extend our current understanding of self-congruence in specific consumption situations. Initial empirical results support the proposed framework which shows that self-congruence based consumers' orientation towards sports and brand personality is positively associated with sponsorship outcomes.

Details

International Journal of Sports Marketing and Sponsorship, vol. 15 no. 4
Type: Research Article
ISSN: 1464-6668

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Article
Publication date: 13 February 2017

Elaine Wallace, Isabel Buil and Leslie de Chernatony

Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their…

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3861

Abstract

Purpose

Brand “Likes” on Facebook facilitate self-expression, forming part of consumers’ virtual selves. Yet, consumers’ brand “Likes” may bear little resemblance to their material realities. This paper aims to test similarities of brand image with self-image for Facebook “Likes” to determine whether self-congruence with a “Liked” brand leads to positive offline brand outcomes. It also investigates whether consumers’ perceptions about their Facebook social relations influence self-congruent brand “Likes”.

Design/methodology/approach

A large-scale survey was conducted of regular Facebook users who “Liked” brands. Data from 438 respondents was analysed and hypotheses tested using structural equation modeling.

Findings

Empirical results show that the perceived self-congruence with a “Liked” brand increases with social tie strength. Perceived social tie strength is informed by perceived attitude homophily. When the perceived self-congruence with a “Liked” brand is higher, brand love and word of mouth (WOM) are enhanced. Consumers also have greater brand loyalty and offer more WOM when brands are loved.

Research limitations/implications

Findings demonstrate the influence of consumers’ cognitive network on “Likes” and brand outcomes. Further replication would enhance generalisability. Future research should use a wider sample and investigate other variables.

Practical implications

Findings support managers seeking to grow and analyse Facebook “Likes” by providing insights into brand loyalty, brand love and WOM for “Liked” brands.

Originality/value

The paper addresses the dearth of research exploring how consumers’ perceptions of their Facebook network influence their online brand behaviour and how perceived self-congruence with a “Liked” brand relates to brand outcomes.

Details

European Journal of Marketing, vol. 51 no. 2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 2 November 2018

Teck Ming Tan, Jari Salo, Jouni Juntunen and Ashish Kumar

The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by…

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1551

Abstract

Purpose

The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments.

Design/methodology/approach

First, in a survey setting, the study identifies the relationship between temporal focus and self-congruence. Subsequently, we conduct three experiments to capture the effects of temporal focus on brand preference and willingness to pay (WTP). In these experiments, we manipulate consumers’ self-congruence and temporal focus.

Findings

The findings show that consumers with a present focus (distant future and distant past foci) tend to evaluate a brand more preferably when the brand serves to reflect their actual (ideal) selves. However, in the absence of present focus consumers’ WTP is more for a brand that reflects their ideal selves.

Research limitations/implications

The study does not have an actual measure on consumers’ WTP; instead we use single-item measure.

Practical implications

This study sheds new light on branding strategy. The results suggest that authentic and aspirational branding strategies are relevant to publicly consumed products. Brand managers could incorporate consumers’ temporal focus into branding strategy that could significantly influence consumer preference and WTP for their brands.

Originality/value

This study expands our understanding of brand usage imagery congruity by showing that temporal focus is an important determinant of self-congruence. In this regard, this study empirically investigates the relationship of temporal focus, self-congruence, brand preference, and WTP. It further reveals that mere brand preference does not necessarily lead consumers to pay more for symbolic brands.

Details

European Journal of Marketing, vol. 53 no. 1
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 31 January 2018

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin and Bang Nguyen

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external…

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2658

Abstract

Purpose

The purpose of this paper is to investigate the role of ideal self-congruence in instigating two types of negative consumer behaviours – compulsive buying and external trash-talking – and the mediating role of brand attachment on these relationships.

Design/methodology/approach

Two studies were designed using a structural equation modelling methodology. Study 1a was based on a mail survey of 280 respondents, whereas Study 1b was based on an electronic survey of 152 respondents. Study 1b was conducted to test the external validity of the research model.

Findings

In Study 1a, ideal self-congruence affects emotional brand attachment and in turn emotional brand attachment affects compulsive buying behaviour and external trash-talking. The mediation analysis indicates that emotional brand attachment mediates the relationships. Study 1b offers support to the results of Study 1a.

Practical implications

From a practical point of view, this study is useful for policymakers seeking to regulate and prevent excessive consumerism. For marketers, they should understand that brand attachment leads to compulsive buying and external trash-talking, which may provide immediate benefit for the brand or the firm. However, marketers should understand that these two negative behaviours may harm the firm image and consumers’ well-being in the long run.

Social implications

Apart from practical implications, firms should consider alleviating compulsive buying, as it is harmful to society. Similarly, excessive external trash-talking may lead to physical aggression. Consumers expect firms to be socially responsible. Thus, firms should start conducting activities that promote responsible shopping and reduce external trash-talking.

Originality/value

The study highlights a dark side of ideal self-congruence and brand attachment. The results suggest that ideal self-congruence with the help of emotional brand attachment predicts compulsive buying behaviour and external trash-talking. This may not only damage brand image but also the consumers’ well-being.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 15 February 2008

Yuksel Ekinci, Philip L. Dawes and Graham R. Massey

The purpose of this paper is to examine the impact of self‐congruence on consumer satisfaction with services and to develop and test a conceptual model of the antecedents…

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9767

Abstract

Purpose

The purpose of this paper is to examine the impact of self‐congruence on consumer satisfaction with services and to develop and test a conceptual model of the antecedents and consequences of consumer satisfaction in the hospitality industry.

Design/methodology/approach

The conceptual framework consists of the following constructs: actual self‐congruence, ideal self‐congruence, desires congruence, service quality, consumers' overall attitude to a service firm, and intention to return. Moreover, 12 hypotheses were developed and tested. Exploratory and confirmatory factor analysis were used to test the validity of the measures, while PLS was used in hypotheses testing. Data were collected from 185 consumers who had recently visited a restaurant or hotel.

Findings

Strong support was found for 11 of the 12 hypotheses. Findings reveal that ideal self‐congruence and desires congruence have positive effects on consumer satisfaction. In contrast, it is shown that actual self‐congruence is not related to consumer satisfaction. Moreover, it is demonstrated that the two dimensions of service quality – physical quality and staff behaviour – have a positive impact on both desires congruence and consumer satisfaction. Importantly, consumer satisfaction is found to be a better indicator of the consumers' overall attitude to the service firm than service quality. The study confirms that consumer satisfaction mediates the relationship between the two service quality dimensions, ideal self‐congruence, and intention to return.

Originality/value

This study makes four important contributions. First, satisfaction research is advanced by integrating self‐concept theory into the postpurchase evaluation of services. Second, the relationship between the multidimensional nature of service quality and consumer satisfaction is examined by testing paths from two posited dimensions of service quality – physical quality and staff behaviour – to satisfaction. Third, the consumers' overall attitude to a service firm is integrated into existing models of satisfaction and its impact on behavioural loyalty (intention to return) is tested. Finally, a contribution is made to the satisfaction research literature by testing the effect of service quality on desires congruence, and the effect of desires congruence on consumer satisfaction.

Details

European Journal of Marketing, vol. 42 no. 1/2
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 24 February 2020

Xin-Jean Lim, Jun-Hwa Cheah, Tat Huei Cham, Hiram Ting and Mumtaz Ali Memon

Compulsive buying continues to be a maladaptive behavior that draws the attention of both scholars and marketers. The present study aims to investigate the determinants of…

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1533

Abstract

Purpose

Compulsive buying continues to be a maladaptive behavior that draws the attention of both scholars and marketers. The present study aims to investigate the determinants of compulsive buying, which are conceptualized as impulsive and obsessive–compulsive buying, and the mediation effect of brand attachment.

Design/methodology/approach

Using purposive sampling, a self-administered questionnaire was completed by 600 young consumers in Malaysia. Partial least squares structural equation modeling was used to test the hypothesized relationships.

Findings

The results show that materialism, utilitarian value, and brand attachment are positively related to impulsive buying, while materialism, hedonic value, and brand attachment have a positive effect on obsessive–compulsive buying. In addition, brand attachment is found to mediate the effect of materialism and utilitarian value on both compulsive buying.

Research limitations/implications

The study provides new insights into brand management literature by examining the predictors of impulsive and obsessive–compulsive buying. Moreover, brand attachment is found to be a significant mechanism that induces negative buying behavior. However, due to the growth of online shopping, future research should consider different types of retailers to provide a more comprehensive understanding of the subject matter in the modern business landscape.

Originality/value

Being one of the few studies to address both impulsive and obsessive–compulsive buying behaviors among consumers, this study highlights the essential role of brand attachment as a mediator in the contemporary setting. Moreover, the interrelationships between self-congruence, materialism, hedonic value, utilitarian value, brand attachment, and compulsive buying behavior are examined in a holistic manner.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 7
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 11 July 2016

Sung Ho Han, Bang Nguyen and Lyndon Simkin

The purpose of this paper is to investigate the dynamic process and the meaning of symbolic consumption according to the three symbolic needs (i.e. status needs, social…

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2485

Abstract

Purpose

The purpose of this paper is to investigate the dynamic process and the meaning of symbolic consumption according to the three symbolic needs (i.e. status needs, social needs, status and social needs) to understand how symbolic messages are conveyed when consumers choose a brand.

Design/methodology/approach

This paper develops three dynamic models, categorized according to the consumers’ needs. The conceptual framework consists of the six constructs: collectivism/individualism, brand reputation, self-congruence, brand affect, brand identification and brand loyalty. Twelve hypotheses were developed and tested. Data were collected from consumers who had experienced well-known global chain restaurant brands. The three models were tested using confirmatory factor analysis and structural equation modelling.

Findings

Findings highlight the important mediating role of brand affect in symbolic consumption, which previously has not been revealed empirically. Moreover, it is found that self-congruence does not mediate the relationship between brand reputation, collectivism/individualism and brand affect, despite its prominence in previous symbolic consumption studies. In the status and social needs models, brand reputation mediates between collectivism/individualism and self-congruence, brand identification, brand affect and brand loyalty.

Originality/value

This is the first empirical paper to investigate symbolic consumption in the context of three types of models, according to symbolic needs, in the context of restaurant consumption. The study also identifies the major components of the consumer’s symbolic needs based on the attributes of symbolic consumption. Moreover, this study reveals that when both social needs and status needs are mixed, a hierarchy exists between consumers’ symbolic needs. Finally, the study makes an important contribution to the literature by applying the concept of brand affect to symbolic consumption research and exploring the relationships between the external motivational factors and the internal elements of symbolic consumption.

Details

European Journal of Marketing, vol. 50 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 10 June 2021

Jing Yang and Mengtian Jiang

The purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence…

Abstract

Purpose

The purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences consumers’ engagement intentions via the interaction of self-related congruence constructs. Additionally, ad intrusiveness was studied as a mediator of the relationship between ad–media congruence and consumers’ behavioral engagement intention.

Design/methodology/approach

An online 2 (Ad appeal: hedonic vs utilitarian) × 2 (Brand type: hedonic vs utilitarian) between-subject experiment was conducted with four versions of mock-up Instagram in-feed native ads.

Findings

Results showed that hedonic advertising appeals contributed to ad–media congruence on Instagram, which yielded a lower level of ad intrusiveness and further resulted in higher consumer behavioral engagement intentions. The brand type did not significantly influence participants’ perceptions of ad–media congruence. Moreover, the findings indicate individuals’ brand-self congruence and ad-self congruence were significant moderators in interactions with ad–media congruence in influencing consumers’ behavioral engagement intentions.

Practical implications

Both brand managers and social media providers can leverage this study’s findings to improve ad effectiveness and consumer experiences in their respective social media landscapes. Specifically, knowing what kind of ad is more congruent and less intrusive, as well as how to better tailor targeting strategies in digital media spaces by building higher ad self- and brand self-congruence, can help them achieve persuasive effects when complying with the Federal Trade Commission disclosure guideline.

Originality/value

The current study advances extant literature on native advertising by examining the core characteristic of ad–media congruence and its relation to the key metric of social media marketing success – consumer engagement intentions. The findings also extend the congruence theory by examining the interaction effect of media- and self-related congruence constructs.

Details

Journal of Research in Interactive Marketing, vol. 15 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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