Self-congruence, brand attachment and compulsive buying

Japutra, Arnold; Ekinci, Yüksel; Simkin, Lyndon

doi:10.1016/j.jbusres.2017.08.024

Cited by 218 publications

(223 citation statements)

References 65 publications

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“…Although the tendency to invoke different personas is particularly prevalent in the social networking domain (Belk, 2013), research to date has largely focused on actual and ideal self-congruity (e.g. Hollenbeck and Kaikati, 2012;Hosany and Martin, 2012;Japutra et al, 2017;Japutra et al, 2018;Koo et al, 2014;Malär et al, 2011). The extant research also shows that the motivation to control different aspects of the self can drive Facebook usage (Grace et al, 2015).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Rabbanee

Roy

Spence

2020

EJM

120

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Purpose This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS), specifically liking, sharing and commenting. It further advances self-extension tendency (SET) as a moderator affecting the self-congruity -> brand attachment link. Design/methodology/approach Two studies were conducted to test four hypotheses. Study 1 (n = 282) engaged a self-administered survey with students at a large Australian university. Study 2 (n = 342) was conducted amongst the members of an Australian online panel and thus, enhances generalizability. Findings Activated self-congruity orientations are brand-specific. Both studies reveal that two of the three self-congruity orientations affect brand attachment, which, in turn, influences consumers’ proclivity to like, share and comment on Facebook. Moreover, the self-congruity -> brand attachment relationship is moderated by SET. When SET is high, it strengthens the relationship between a self-congruity orientation and brand attachment. Research limitations/implications Accepted methodological approaches were used to improve the veracity of the findings. Nevertheless, further research should consider a wider area of focal brands (e.g. store brands, mundane brands, luxury brands) and other SNS. Practical implications SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchasing behaviours. Discussed here are means to trigger pro-brand advocacy behaviours. Originality/value These findings extend existing theory in three ways as follows: they show social self-congruity affects brand attachment in online contexts, brand attachment is a mediating variable affecting pro-brand social networking behaviours and SET moderates the self-congruity -> brand attachment relationship. SNS are widely acknowledged as a key marketing channel affecting both pre- and post-purchase behaviours; hence, these insights have theoretical and practical relevance.

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Section: Theoretical Implicationsmentioning

confidence: 99%

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Rabbanee

Roy

Spence

2020

EJM

120

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“…Thus, self-congruence is based on the perception of the brand as a global construct rather than on the brand's objects (Wymer and Akbar 2017). For-profit organizations have been using this approach to influence consumer behavior positively for decades (Japutra et al 2019;Nienstedt et al 2012;Park et al 2010;Sirgy et al 1991). Some organizations advertise their brands by cooperating with celebrities to match consumers' ideal self-concept, while other organizations use "common people" in their ads to match their brand personality with consumers' actual self-concept (Malär et al 2011).…”

Section: Introductionmentioning

confidence: 99%

“…Previous studies have especially focused on the effects of self-congruence and functional congruence in the fields of brands and products (Japutra et al 2019;Karjaluoto et al 2019;Tan et al 2019;Zhu et al 2019), tourism and hospitality (Hung et al 2019;Lee et al 2017;Su and Reynolds 2017), and retail (Das 2014;Hedhli et al 2017;Kwon et al 2016) to better understand how to attach consumers to a brand, a destination, or a shopping mall. Until now, third-sector research has focused on the fit of participants' own personality and prototypical volunteers' personality and brand/cause fit (Prajecus and Olsen 2004;Van Vianen et al 2008).…”

Section: Introductionmentioning

confidence: 99%

Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement

et al. 2020

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Nonprofit organizations need loyal donors to accomplish their mission and goals. However, organizations lose up to 60% of their first-time donors. Therefore, a deeper understanding of the determinants of donor loyalty is necessary. This study tests whether actual self-congruence, ideal self-congruence, and functional congruence strengthen the tie between nonprofit organizations and donors. In addition, and as an extension of the self-congruence theory, issue involvement is added as a moderator variable. The study results show that ideal self-congruence and functional congruence have a positive effect on donor loyalty, while actual self-congruence does not affect donor loyalty. Moreover, the study results show that issue involvement strengthens (mitigates) the effect of actual self-congruence (ideal self-congruence) on donor loyalty. Regarding the relationship between functional congruence and donor loyalty, issue involvement has no moderating effect. Based on the empirical findings, this study discusses academic implications and presents managerial implications for fundraisers and nonprofit organizations.

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“…Resultados y Discusión 173 (Kotler & Keller, 2006;Pandey et al, 2019) o la intención de pagar precios más altos por una marca y no por otra cuando ambas ofrecen beneficios similares . Para conseguir generar mejores niveles de lealtad, la congruencia también es un aspecto que debemos tener en cuenta, ya que cuando como consumidores, vemos a una marca más similar a nosotros y sentimos que tenemos un buen ajuste con ella, aumentamos nuestro compromiso con ella y la lealtad hacia esa marca será más probable (Japutra et al, 2019;Nam et al, 2011) ya que solemos utilizar las marcas que encajan con nosotros como vehículo para mostrar nuestro autoconcepto (Ekinci et al, 2013). Además, también serán importantes las asociaciones de la marca, ya que, si somos capaces de trabajar correctamente y mantener una adecuada imagen de marca con las asociaciones deseadas, podremos facilitar que pueda producirse esa generación de mejores niveles de lealtad (Jin, Yoon, & Lee, 2019;.…”

Section: Discussionunclassified

“…En relación a esto, y atendiendo a las teorías que se relacionan con la congruencia en el proceso de compra, vemos que dicha congruencia tiene relación con la teoría de la disonancia cognitiva de Festinger (1957) Además de lo comentado, la congruencia ha mostrado ser un elemento que muestra una relación influyente con el compromiso con la marca , y también ha demostrado su importancia para la mejora de aspectos como la lealtad y las intenciones de recomendar la marca (Japutra, Ekinci, & Simkin, 2019), por lo que claramente es un aspecto a tener en cuenta en la gestión de entidades.…”

Section: Congruenciaunclassified

Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

Jiménez¹

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In this doctoral thesis 3 studies have been carried out related to brand perception in the field of sports services. Brand perception is an element of interest due to the influences of how we perceive brands in our behaviour as consumers, but the analysis of these aspects is practically non-existent in the field of sports services. If we know how a brand is perceived and how it relates to consumer behaviour, not only will we be able to better understand the needs that users may have, but we will also be able to predict their behaviour as consumers, which allows us to create more specific strategies for each user profile so that they are more effective and require less expenditure of resources. In Study 1 the aim of study 1 is to test the influence that the perceived quality of a service brand has on the credibility that users perceive of it and the attitudes that they generate towards that brand. The study will then determine whether the previously mentioned variables have a significant influence on loyalty and recommendation levels and, if so, to what extent. Study 2 seeks to introduce trust and congruence into the classical service model formed by the variables of quality, value and satisfaction, in order to check through hierarchical regression models (HRM), whether the predictive capacity of the models that try to explain the perceived value, satisfaction and future intentions, improves significantly with the inclusion of these variables, compared to the classical model. A comparative qualitative analysis (QCA) is then carried out to find out if there are Abstract 46 variables needed to reach the expected result and which are sufficient interactions to best explain these results of interest.

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Self-congruence, brand attachment and compulsive buying

Cited by 218 publications

References 65 publications

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Factors affecting consumer engagement on online social networks: self-congruity, brand attachment, and self-extension tendency

Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement

Relación entre la imagen de marca y el comportamiento de los usuarios de servicios deportivos

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