To read this content please select one of the options below:

Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being

Ken Kumagai (Department of Law and Economics, Mie University, Tsu, Japan) (Department of Marketing, Toyo University, Tokyo, Japan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 10 May 2024

163

Abstract

Purpose

This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.

Design/methodology/approach

Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.

Findings

BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.

Practical implications

For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.

Originality/value

In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

Keywords

Acknowledgements

This work was supported by Japan Society for the Promotion of Science, Grant Number: 22K13494.

Citation

Kumagai, K. (2024), "Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-11-2023-1131

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

Related articles