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While previous research has explored how tourists’ food-related perceptions influence their attitudes and behaviors toward a destination, there is limited understanding of how their psychological perception of a destination’s food affects their behavior. This study examines the relationship between tourists’ food-based self-congruity, attitudes toward local food, destination attachment and behavioral intentions. It also investigates the moderating effect of food cultural proximity on these relationships.

Data were collected through a questionnaire completed by 369 tourists who recently experienced local cuisine during international travels. Structural equation modeling (PLS-SEM) was used to test the research model.

The results showed that as international tourists’ self-congruity with a destination’s cuisine increased, they developed more positive attitudes toward local food and a stronger attachment to the destination. These attitudes and attachments, in turn, positively influenced their behavioral intentions. The perceived cultural proximity of the food moderated the relationship between self-congruity and both tourist attitudes and destination attachment, with lower perceived proximity strengthening these effects. Additionally, self-congruity directly influenced behavioral intentions.

By examining tourists’ food perceptions from the lens of self-congruity, this study uncovers new ways to leverage the symbolic and psychological values of food in destination marketing. Marketers can use these insights to align local food offerings with target tourists’ identities.

This study enhances the understanding of tourists’ food-related perceptions, highlighting the significance of food-based self-congruity in shaping their attitudes and behaviors toward a destination. The findings confirm the influence of symbolic and psychological connections to food on tourists’ attitudes and behaviors.

This study aims to examine the effect of symbolic and functional congruity on pilgrims’ intention to buy ethnic food which leads toward behavior in the religious tourism context. Moreover, the moderating effect of social media celebrities’ intimate disclosures (SMCs-ISD) on the association between intention and behavior is also tested.

A survey was conducted to collect data, and 443 participants provided valid responses. Partial least squares-structural equation modeling was used to test the proposed hypotheses.

The findings demonstrate that actual and ideal self-image significantly influence the symbolic congruence whereas quality, health and price are significantly associated with functional congruence. In addition, symbolic and functional congruence is significantly related to pilgrims’ intention to use ethnic food which in turn influences their behavior. Moreover, the moderating effect of SMCs-ISD is also found significant.

Grounded in self-congruity theory, this study explores the impact of functional and symbolic congruity on pilgrims’ intentions to buy ethnic food in religious tourism. It addresses the intention-behavior gap by examining the moderating effect of SMCs-ISD through the lens of parasocial relationship theory. This dual theoretical approach offers new insights into how self-congruity and social media influence shape consumer behavior in this unique context.

This research aims to examine how financial literacy moderates the mediation of attitude toward virtual influencers’ non-fungible tokens (NFTs) or ATB on the relationship between purchase intention and self-congruity, which includes symbolic representation, self-image congruence and emotional value. Initially, we investigated the mediation effect of ATB on the relationship between self-congruity and purchase intention. Subsequently, we analyze how financial literacy moderates this mediation process.

The study employed a sample of 383 virtual influencers’ fans and applied a partial least square structural equation model (PLS-SEM) along with robustness tests to test the research hypothesis. The analysis is based on the moderated mediation framework.

The findings are intriguing for several reasons. First, it reveals that only self-image congruence positively affects purchase intention, contrary to existing self-congruity theory literature. The relationship between self-image congruence and purchase intention is a direct relationship with no mediation effect of ATB. Second, ATB fails to mediate the self-congruity effect on purchase intention. Third, financial literacy has a negative relationship with purchase intention, indicating that fans of virtual influencers with higher financial literacy are less likely to purchase virtual influencers’ NFTs due to more critical investment evaluations. We also argue that financial literacy discards the consumption behavior effect from self-congruity variables on purchase intention.

The study contributes to the literature by emphasizing the significance of financial literacy on purchase intention under the self-congruity framework. It also surmises that self-image congruence does matter for the purchase intention of a virtual influencer’s NFT. However, further research could validate findings by studying broader NFT investors, incorporating fandom and impulse buying variables and examining actual NFT purchases against planned behavior.

This research is crucial for virtual influencers’ NFT creators, marketers and fans by providing insights for evaluating virtual influencers’ creators’ decision to pursue NFT markets. The findings reveal that the creators of virtual influencers should reconsider pursuing the NFT market, as self-congruity may not be a driving factor. Notably, our findings imply that a virtual influencer’s NFT is significantly different from a virtual influencer's merchandising business.

The originality of this study lies in extending the self-congruity within the NFT context, investigating how financial literacy moderates the mediation of ATB on the self-congruity-purchase intention relationship. It challenges self-congruity theory by showing that despite fans feeling aligned with virtual influencers, high financial literacy reduces the congruence.

This study leverages theories of social influence to explore how “likes” for consumption-related content on social media fulfill consumers’ needs for social acceptance, subsequently affecting their repurchase and word-of-mouth (WOM) intentions. It aims to understand the extent to which social media engagements, specifically likes, serve as markers of social validation in the context of consumer behavior.

Our mixed-methods approach incorporated two experiments and an analysis of an archival dataset from a popular Chinese social media platform. This comprehensive methodology allowed for empirical validation of our hypotheses, combining experimental control with real-world relevance to scrutinize the impact of likes on consumption behavior.

The results of Studies 1 and 2 revealed that the number of likes significantly enhanced behavioral intentions regarding repurchase and positive word-of-mouth by fulfilling consumers’ need for social acceptance. Moreover, this effect was observed only under conditions of high (vs low) ideal social self-congruity. Study 3, conducted in a natural social media context, further validated these findings, demonstrating that likes positively influenced behavioral intention, with ideal social self-congruity acting as a boundary condition.

This study provides a novel perspective by directly linking social media likes to consumer behavioral intentions, specifically repurchase and WOM, through the mediating role of social acceptance and the moderating effect of ideal social self-congruity. By focusing on user-generated content (UGC) rather than marketer-generated content (MGC), it addresses a critical gap in the literature, emphasizing how receiving likes on consumer-shared content impacts content creators’ post-purchase behaviors, with practical implications for marketers on leveraging aspirational self-congruity to optimize promotional strategies.

Social group system and social tagging system, which leverage the psychological mechanisms underlying group influence and social tags to drive consumer behaviors, have been prevalent in the social commerce platform. However, limited studies have examined how the affordances of social group system and social tagging system influence consumers’ social shopping behavior. The purpose of this study is to examine the formation of social shopping behavior in the social commerce platform.

Combining affordance theory with dual-congruity theory, we develop a model to examine how the affordances of social group system and social tagging system influence consumers’ social shopping behavior through the underlying self-congruity and functional-congruity processes. We empirically validate the research model using a multimethod approach, including an instrument development study and a field survey study.

Our empirical findings show that social support positively influences relational identity, while it has a nonsignificant effect on social identity. Social interactivity positively influences relational identity and social identity. Furthermore, social tagging quality and social endorser credibility positively affect perceived diagnosticity and perceived serendipity. Finally, relational identity, social identity, perceived diagnosticity and perceived serendipity collectively determine consumers’ social shopping intention.

This study contributes to the theoretical understanding of social shopping in social commerce and offers practical implications for designing an effective social group system and social tagging system to boost product sales.

Coffee shops are becoming more aware that brand loyalty can be an effective strategy for securing a competitive edge in business. To supplement current understanding of the importance of coffee shop branding, this study investigates the role of personality traits and congruity in the formation of brand loyalty. This study finds that personality traits have direct effects on congruity and customer satisfaction, the two defining factors of brand loyalty. Overall, our results suggest that the interaction of personality traits, congruity, and satisfaction is essential to the process of influencing coffee shop customers’ brand loyalty.

This study aims to explore whether customers’ perceived congruity between their self-concept and the brand personality of the Islamic banking system determines their intention to adopt Islamic banking services.

The authors use primary data collected through a structured questionnaire from 375 Malaysian bank customers. The scales were tested for psychometric soundness before the final data analysis. The authors examined the hypothesized linkages in the AMOS software package through structural equation modeling.

Customers’ actual self, ideal self and social self-congruity significantly predict their intention to adopt Islamic banking. However, the impact of actual self-congruity on Islamic banking adoption is stronger for publicly self-conscious customers. In contrast, public self-consciousness dampens the effect of ideal and social self-congruity on Islamic banking adoption.

Digressing from the conventional utilitarian position, this study offers a novel contribution to the Islamic banking literature by presenting an identity perspective of the determinants of Islamic banking adoption. The primary highlight of this study is the deployment of the congruity theory to emphasize the role of the customer’s self-concept in explaining her intention to adopt Islamic banking services.

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 study examines the influence of various congruity factors (economic, safety and Health, hedonic, and functional) on tourists' satisfaction with sharing economy-based services.

A single cross-sectional design is used in the study, with 513 travellers surveyed directly at three different tourist destinations in India. The partial least squares-structural equation modelling approach is used to analyse the data.

The research shows that congruity factors significantly influence tourists' satisfaction with sharing economy-based services. Moreover, satisfaction is strongly associated with recommendation intention for these services and customer loyalty. Additionally, the intention to recommend directly leads to increased customer loyalty.

The results offer pertinent insights for stakeholders in the sharing economy, including tourism marketers, policymakers and corporations. Aligning services with the identified congruity factors can enhance user satisfaction, boost recommendation rates and foster long-standing customer loyalty.

This study stands out for its thorough investigation into how congruity factors influence tourist satisfaction within the context of the sharing economy. Additionally, by focusing on specific demographic differentiators, such as age (gen Z or old gen) and gender (male or female), the study provides a nuanced understanding that enriches the existing body of knowledge.

Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.

Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.

Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.

While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.