The effects of collaborated character’s image congruence on cosmetic products evaluation: The relative importance of ideal and actual self-image congruence

Suh, Jungmin; Lee, Youseok; Kim, Sang-Hoon

doi:10.1080/20932685.2018.1426482

Cited by 4 publications

(1 citation statement)

References 24 publications

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“…Baker et al (2019) contend that the psychological identity and motives of customers impact the apparel decision-making and adoption process. This assumption is founded on the notion that customers who see a brand as more consistent with their self-concept feel the brand has increased their drive for self-verification and expression (McNeill and Venter, 2019; Suh et al , 2018). By contrast, consumers whose personality does not fit the brand are less likely to pay attention to learning how the product can benefit them and will evaluate innovative attributes rather superficially.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Innovative attributes, brand reputation and behavioral consequences in the clothing industry: the roles of self-congruity and value consciousness

Nik Hashim,

Khalid,

Mokhtaruddin

et al. 2023

JFMM

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PurposeResearchers have paid little attention to elucidating how customer-perceived innovative apparel attributes are linked to brand reputation and consumer buying behaviors. This study intends to bridge that gap by providing empirical evidence on the effects of product novelty, product difference and product inimitability on brand reputation and behavioral intentions in the context of garment purchasing. We also investigate the moderating effects of self-congruity and value consciousness on the attribute‒brand reputation linkages, as well as their immediate influence on the domain variables.Design/methodology/approachThe proposed model was estimated using data from a web-based survey of 299 female apparel customers. Structural equation modeling was employed to test the relationships between variables.FindingsThe results indicate that product novelty, product inimitability, self-congruity and value consciousness significantly influence brand reputation. The results also demonstrate that self-congruity, value consciousness and brand reputation have direct effects on behavioral intention, while self-congruity and value consciousness appear to moderate the relationship between innovative product attributes and brand reputation.Originality/valueThis study is the first to present a conceptual model that systematically encompasses product innovation, brand perceptions and behavioral links in the field of women's clothing. The findings have important implications for both academics and practitioners in the field of fashion marketing.

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Section: Theoretical Background and Hypothesesmentioning

confidence: 99%