Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 10 May 2024
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
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