Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior

Zhang, Xiaoling

doi:10.1108/apjml-04-2021-0238

Cited by 12 publications

(8 citation statements)

References 73 publications

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“…Second, the findings validate that a brand congruent with one’s sense of self tends to have a more substantial positive impact on post-purchase behavior (Sirgy, 2018). The confirmation for H1 and H2 , which reported a significant impact of SBC on brand loyalty and oppositional brand loyalty, concurs with similar studies (Sirgy et al , 2008; Kuo and Hou, 2017; Zhang, 2021). The empirical results of H3a and H3b substantiate SBC as a significant antecedent of the brand pride dimensions – I-BP and C-BP.…”

Section: Discussionsupporting

confidence: 90%

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Antecedents and outcomes of brand pride: moderating role of narcissism

Nandy

Sondhi²,

Joshi³

2023

SJME

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Purpose This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates the relationship of brand pride with SBC, brand loyalty and oppositional brand loyalty and establishes the role of narcissism as a moderator. Design/methodology/approach Standardized scales, including a new brand pride scale developed by the authors, were used to collect data from 522 respondents. Covariance-based structural equation modeling was used to test the conceptual model. Multi-group moderation analysis tested the differences in the proposed relationship between high and low narcissists. Findings Results posit brand pride as a multidimensional construct with SBC as its significant antecedent. The findings also support most hypothesized relationships between brand pride and behavioral outcomes. In addition, the study confirms the moderating effect of narcissism on the relationship between brand pride dimensions and brand loyalty and opposition brand loyalty. Research limitations/implications The study sample was from a developing nation – India. Similar cohorts from developing and developed countries could provide a unique cross-nation comparison. Practical implications The role of brand pride in impacting brand loyalty and oppositional brand loyalty has significant implications for practice. Marketing communication to inculcate brand pride among consumers will significantly impact the brand’s profitability. Originality/value Validation of SBC as a precursor to brand pride and the relationship of brand pride with brand loyalty and oppositional brand loyalty contributes significantly to branding theory and practice. This study also establishes narcissism as a moderator between brand pride and loyalty outcomes.

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Section: Discussionsupporting

confidence: 90%

“…The relationship between SBC and brand loyalty has been well established (Van der Westhuizen, 2018; Zhang, 2021). SBC manifests through the peripheral route of persuasion based on brand cues (Sirgy et al , 1997).…”

Section: Hypotheses Development and Conceptual Frameworkmentioning

confidence: 99%

Antecedents and outcomes of brand pride: moderating role of narcissism

Nandy

Sondhi²,

Joshi³

2023

SJME

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“…In the SCT, actual and ideal image were the two main underpinning constructs that explained consumer behavior. Studies (Kesse et al , 2021; Zhang, 2021) streamlined the term by addressing the product context, whereby consumers may reinforce their ideas by purchasing brands that are highly congruent with their notion of self (Zhang, 2021), and may hate brands that are extremely incongruent (Hegner et al , 2017). This study contextualized self-congruity as a mismatch between consumer actual self which represents symbolic incongruity and ideal self which is ideological incompatibility, and NPE as an antecedent of BH within the CBH literature.…”

Section: Literature Reviewmentioning

confidence: 99%

An investigation of celebrity brand hate influence in the arts marketing sector of Ghana

Mohammed

Preko²,

Ameyibor³

et al. 2022

AAM

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PurposeThis study aimed at investigating negative past experience (NPE), symbolic incongruity and ideological incompatibility on celebrity brand hate (CBH) within the arts marketing sector.Design/methodology/approachAnchored on the self-congruity theory (SCT), the study is based on two studies with 618 hip-life music (HLM) listeners in Ghana (Study 1 = 340 face-to-face participants; study 2 = 278 online participants), who responded to 20 celebrities they hate. The study validates Hegner et al.'s (2017) product brand hate (BH) model in the arts sector utilizing the structural equal modeling in testing the research hypotheses.FindingsThe study found that negative past experience, symbolic incongruity, and ideological incompatibility significantly influences CBH. Furthermore, CBH significantly influences celebrity brand avoidance (CBA) and negative word-of-mouth (NWoM), brand retaliation, private complaint and brand switching. Nevertheless, CBH had no significant influence on CBA in the second study. In all, BH had the strongest effects on NWoM for products in Hegner et al. (2017) model, whereas in our model BH strongly impacts on brand retaliation for celebrities (i.e. people).Practical implicationsThe study provided evidence to marketing scholars, celebrity image managers and brand professionals, on critical factors to consider in building and sustaining celebrity brands as viable currencies for economic leveraging within the arts industry.Originality/valueThough BH has received academic recognition, little is known about the concept of CBH and its outcomes in the arts marketing literature.

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“…Prior studies have examined individual characteristics such as brand community identification (Kaur et al, 2020), brand community experience (Kumar and Kumar, 2020), and brand community attitude (Dessart, 2017). Although related studies explored social media dependency (Tsai and Men, 2017) and online interaction propensity (Dessart, 2017), the influence of online self-congruity on consumer behavior has been largely ignored (Zhang, 2022). Given the clear fragmentation of the studies in understanding brand community commitment and engagement, the present research fills the gap in knowledge by ascertaining the role of three important individual characteristics in influencing affective commitment and behavioral engagement.…”

Section: Hypothesis Development Consumer Commitment and Engagement In...mentioning

confidence: 99%

Retaining consumer engagement in online retail brand communities

Wong

Chung²

2022

IJRDM

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PurposeIntegrating uses and gratifications theory with social exchange theory, this study examines the antecedents of online brand community commitment and engagement and their impact on offline purchase intention.Design/methodology/approachPurposive sampling was used to administer an online survey to 205 members of a Facebook brand community of a global retailer.FindingsThe results verified the significant influence of online self-congruity on commitment and engagement and confirmed the full mediating role of engagement between commitment and offline purchase intention.Research limitations/implicationsThe study focused on a global chain retailer's peer-initiated online brand community as the focal data collection site.Practical implicationsThe findings provide several managerial implications that can help retailers understand consumer behaviors in peer-initiated online brand communities.Originality/valueThe study offers insights into the dynamics between individual and group characteristics in online brand communities.

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Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior

Cited by 12 publications

References 73 publications

Antecedents and outcomes of brand pride: moderating role of narcissism

Antecedents and outcomes of brand pride: moderating role of narcissism

An investigation of celebrity brand hate influence in the arts marketing sector of Ghana

Retaining consumer engagement in online retail brand communities

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