The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

Lee, Jin Kyun; Hansen, Sara Steffes; Lee, Shu-Yueh

doi:10.1007/s12144-018-9898-3

Cited by 45 publications

(41 citation statements)

References 69 publications

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“…Therefore, the statistics support the hypothesis that brand personality has a positive effect on customer brand engagement. This concords with the general findings of Andonova (2016), Banahene (2017), Cruz and Lee (2014), Goldsmith and Goldsmith (2012), Jain and Yadav (2019), Lee et al (2018b) and Tamhankar and Pandit (2018).…”

Section: Resultssupporting

confidence: 88%

“…Previous studies on this question have stressed the need of examining the effect of brand personality on customer brand engagement (Leckie et al, 2016). The analyzes carried out by Andonova (2016), Banahene (2017), Cruz and Lee (2014), Goldsmith and Goldsmith (2012), Lee et al (2018b) and Tamhankar and Pandit (2018) have in fact established its influence on customer engagement.…”

Section: Introductionmentioning

confidence: 99%

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Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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Purpose This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement. Design/methodology/approach The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships. Findings The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement. Research limitations/implications This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement. Originality/value This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

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Section: Resultssupporting

confidence: 88%

Section: Introductionmentioning

confidence: 99%

Brand personality in cultural tourism through social media

Peco-Torres

Peña

Frías‐Jamilena

2020

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“…(4) Self-congruity and Purchase Intention As described previously, Sirgy et al (1997) confirmed the high predictiveness of selfcongruity on different consumer behaviors which include purchase intention and it was consistent across a variety of goods and services, across different consumer populations, and across different consumption settings. Several other studies proposed identical ideas, such as personal reasons (Cubillo et al, 2006), perceived fit (Tsordia et al, 2018;Choi and Seo, 2019) and brand personality self-congruity (Lee et al, 2018). Similar past studies investigated the relationship between self-congruity and purchase intention.…”

Section: Developing the Hypothesesmentioning

confidence: 83%

The mediating role of self-congruity in transnational higher education choice: a proposed framework

Sudhana

Noermijati

Hussein

et al. 2020

JARHE

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PurposeThis paper aims to propose a conceptual framework to bridge the gap between the dimensions of brand equity (brand awareness, brand association and perceived quality) and the purchase intention of transnational higher education.Design/methodology/approachThe paper revisits and critically reviews the concepts of marketing in higher education, brand equity, and self-congruity as well as related past studies.FindingsSeveral past empirical studies concluded that the dimensions of brand equity have been unable to significantly influence purchase intention. The review and synthesis of the literature have supported the feasibility of self-congruity to mediate the relationship, thus closing the gap. This study has been able to extend the self-congruity concept into external and internal self-congruity to fit the context of this study which is transnational higher education choice.Originality/valueFocusing on a developing market of Indonesia, it is anticipated that the proposed model will assist the future research in branding of transnational higher education. It was hypothesized that educational brands that are congruent with prospective students' self-image both externally (from the perception by the reference group) and internally (from the perception by themselves) will be more likely to yield positive purchase intention. As a result, this study adds to the current body of knowledge in the field of transnational higher education choice which was found to be lacking.

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“…Further research should delve into other definitions of psychological well-being and its measurements to capture different subdimensions. Third, individual factors such as personality type (Lee et al 2014a;Lee et al 2018), emotional instability, loneliness (Lo 2019;Phu and Gow 2019), and physical disabilities (Lee and Cho 2019) can affect how much social support individuals perceive while interacting with others in similar situations. Thus, future studies are warranted to identify the effects of social comparison orientation together with these individual factors.…”

Section: Discussionmentioning

confidence: 99%

The effects of social comparison orientation on psychological well-being in social networking sites: Serial mediation of perceived social support and self-esteem

Lee

2020

Curr Psychol

Self Cite

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This study investigates the effects of the social comparison orientation in social networking sites on psychological well-being. In particular, it examines the mediation effect of perceived social support and self-esteem in the relationship between social comparison orientation and psychological well-being. Data were collected through an online survey with 236 participants in South Korea. The results showed that social comparison orientation negatively influenced psychological well-being. In the relationship between social comparison orientation and psychological well-being, perceived social support had no mediation effect, self-esteem had a significant negative mediation effect, and perceived social support and self-esteem had a negative serial mediation effect. The social comparison orientation in social networking sites could elicit negative emotions, which decrease perceived social support, self-esteem, and psychological well-being. Theoretical and practical implications as well as suggestions for future studies are discussed in detail.

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The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

Cited by 45 publications

References 69 publications

Brand personality in cultural tourism through social media

Brand personality in cultural tourism through social media

The mediating role of self-congruity in transnational higher education choice: a proposed framework

The effects of social comparison orientation on psychological well-being in social networking sites: Serial mediation of perceived social support and self-esteem

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