Retail Banking and Customer Behaviour: A Study of Self Concept,Satisfaction and Technology Usage

Prior research has investigated the effects of self-image congruence on satisfaction and brand preference. With the help of empirical research, the paper argues that, while self-image congruence may be related to customer satisfaction in a normal context, it may not necessarily affect satisfaction levels when customers are using technology-based self-services. Furthermore, during encounters involving self-service technologies, customers might experience satisfying or dissatisfying incidents which may not be related to their overall satisfaction and brand preference levels. The paper discusses implications for brand managers in the retail banking sector and suggests future research directions.     

Consumption situations and the effects of brand image on consumers' brand evaluations

This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly moderate the relative effects of actual and ideal congruence on brand evaluations. Further, marketers can manage the effects of image congruence (between brand image and self-image) by promoting varying consumption situations. Results from the second experiment demonstrate how a dynamic concept of situational ideal self-image (the image consumers perceive as being ideal to project in a particular situation) is a better predictor of brand attitudes than are static concepts of self-image such as actual and ideal self-image. Developing effective brand images must be coupled with a consideration of the potential situations in which the product is to be consumed. © 1997 John Wiley & Sons, Inc.     

Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption

Past research has demonstrated that congruence between brand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of publicly consumed brands, but not privately consumed brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by the congruence between brand image and ideal self-image than actual self-image, whereas actual and ideal congruence have equal effects on consumers' evaluations of privately consumed brands. © 1996 John Wiley & Sons, Inc.     

Measuring the impact of brand-celebrity personality congruence on purchase intention

The present study aims to understand the impact of congruence between brand and celebrity personality on consumers attitude and purchase intentions. The data were collected from 382 business school students in India. Drawing from the theoretical frameworks of Attribution theory, Attitude theory, User imagery, Elaboration Likelihood Model, and match-up hypothesis, results reveals that congruence between celebrity and brand personality positively impacts the brand recall, brand associations, and reinforces the brand personality. Which favorably and significantly impacted attitude toward the advertisement and brand. Attitude toward brand has positively impacted purchase intention. ‘Brand personality self-image congruence’ and ‘involvement level with the brand’ were found to moderate the impact of brand association and brand personality reinforcement on attitude toward advertisements and brand. The paper provides practical implications for the advertisement agencies and media managers.     

How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity

Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.     

The Effects of Corporate-Brand Credibility,Perceived Corporate-Brand Origin,and Self-Image Congruence on Purchase Intention: Evidence From China's Auto Industry

This study aims to investigate the effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention. A cross-city survey of China's automobile industry was conducted in four major Mainland cities (Beijing, Shanghai, Guangzhou, and Chengdu). Results reveal that corporate-brand credibility, perceived corporate-brand origin, and self-image congruence have direct positive impacts on purchase intention. Furthermore, corporate-brand credibility and self-image congruence both act as moderating variables in the relationship between corporate-brand origin and purchase intention. Corporate-brand credibility is more significant in influencing consumers’ purchase intention toward the brand than perceived corporate-brand origin.     

The role of brand exposure and experience on brand recall—Product durables vis-à-vis FMCG

The purpose of this study was to examine the role of brand exposure and experience on brand recall, mediated by three affectional drivers: brand trust, brand image and self-image congruence. The study distinguishes between an individual consumer׳s brand exposure and experience, and how these impact brand recall. Using original data collected from a survey of 219 consumers, brand recall models in two product categories (Fast Moving Consumer Goods FMCG and durable goods) were tested. Structural equation modelling (SEM) was applied, resulting in models for the two types of goods, establishing notable differences between durables and FMCGs. Experience influences brand recall in durable goods while brand recall is established via exposure for fast-moving consumer goods. This suggests that consumers are better able to recall durable goods brands if they have personally used them, while consumers of FMCG are more heavily influenced by advertising. Our study also established that brand trust has a significant role in mediating both of these relationships. Ultimately, the study establishes key differences between the brand recall of product categories, as well as the mediating role of brand trust, providing a framework for future brand recall research.     

The role of actual,ideal, and ought self‐congruence in the consumption of hedonic versus utilitarian brands

To emotionally attach consumers to a brand and inspire brand loyalty, marketers often target the brand personality towards the consumer's actual or ideal self. The self is not limited to its actual and ideal dimension, however, and motivation to approach a desired self may vary depending on the consumer's personality. Thus, the current research is the first to link self‐congruence to self‐discrepancy theory by incorporating the ought self into the self‐congruence framework and taking into account self‐discrepancies as potential moderators of the self‐congruence effect. Additionally, hedonic brand nature is discussed as important condition for self‐congruence and self‐discrepancies exhibiting their fullest effect. The conducted study focuses on how actual, ideal, and ought self‐congruence influence emotional brand attachment and consequently brand loyalty. For brands of primary hedonic nature, findings confirm actual and ideal self‐congruence as drivers of emotional brand attachment, which in turn increases brand loyalty, while ought self‐congruence influences brand loyalty directly. Moreover, self‐discrepancies moderate the described relations, albeit their effect is contrary to theory‐based expectations. From these findings, the authors derive important implications for business practice and future research.     

Effect of self-congruity with sponsorship on brand loyalty

The purpose of the paper is to extend self-image congruence research into the corporate sponsorship literature in marketing communications. We do this by developing a conceptual model showing how self-congruity with a sponsorship event affects brand loyalty. The model posits that self-congruity with a sponsorship event has a positive influence on brand loyalty, especially under two conditions: (1) when customers are aware of the firm sponsoring the event, and (2) when customers are involved with the event. The model was tested using data collected from five different surveys (total N = 1588) involving Nextel mobile communications services (brand) in relation to NASCAR Nextel Cup Series (the sponsorship event). The results provide some degree of support for the model.     

自我概念一致性与品牌偏好关系研究:自我差异的调节作用

本文研究了自我差异对自我概念一致性与品牌偏好关系的调节作用。结果表明,当消费者感知到高水平的自我差异时,理想的自我概念一致性(相比现实的自我概念一致性)对品牌偏好的影响更大;而当消费者感知到低水平的自我差异时,现实的自我概念一致性(相比理想的自我概念一致性)对品牌偏好的影响更大。因此,企业不仅要深刻认识到消费者自我概念在品牌个性塑造中的重要性,而且必须将自我概念一致性与自我差异相结合,针对消费者不同自我差异水平进行品牌个性的细化塑造。     

Brand death: A developmental model of senescence

Drawing on literature underpinning brand management in marketing, product life cycles in economics, fads in sociology and aging in biology, this paper argues that brand demise is inevitable and not necessarily caused by managerial incompetence. Rather, this demise is a natural part of a brand's developmental process, instigated by consumers seeking to satisfy not only their material needs (constitutive utility), but also their self-image (symbolic utility). This paper presents a model of brand senescence to explain this phenomenon and concludes with a discussion of the implications for managerial practice and marketing theory.     

Effects of ideal image congruence and organizational commitment on employee intention to leave

The purpose of this study was to investigate the relationships among employee self-image/store image congruence, employee–store commitment, and employee intention to leave within the context of retail stores. Data were collected using a survey method. Usable questionnaires were completed by 276 retail store employees. Path analysis was used to test the hypotheses. Results revealed employee self-image/store image congruence was positively related to store image attractiveness. In turn, store image attractiveness was positively related to employee–store commitment both directly and indirectly through intrinsic job satisfaction. Lastly, both intrinsic job satisfaction and employee–store commitment were negatively related to employees’ intention to leave.     

Moderating effects of self-image congruity on the relationship between advertisement message strength and revisiting intention

This research note delineates the effect of restaurant customers’ perceived self-image congruity (i.e., the match between the image of a product or brand and customers’ image of themselves) on the relationship between the strength of a restaurant advertisement and customers’ intention to revisit that restaurant. This study posits that customers’ preference for a restaurant brand, formed by their perceived self-image congruity, can alter the effects of ad message strength on their revisiting intention. More specifically, due to the biasing effect caused by self-image congruity, the effect of an ad’s argument strength on behavioral intentions may be diminished when customers have a high perceived level of self-image congruity. The findings indicate that strong ad messages elicit significantly higher revisiting intentions than weak ad messages when customers perceive a mismatch between the image, the brand, and themselves; however, no significant difference in revisiting intentions was detected between strong and weak ad messages when customers perceived a match between image and restaurant brand. Furthermore, this study examines how gender-based information-processing tendencies influence this effect of self-image congruity on the relationship between ad message strength and revisiting intention. Overall, this study provides a theoretical understanding of the biasing effect of self-image congruity on customers’ information processing and has important managerial implications for restaurant marketing.     

Impact of flow on recognition of and attitudes towards in-game brand placements

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In two studies, the authors demonstrate that experiencing flow while gaming tends to contribute positively to affective outcomes, leading to more positive brand attitudes, but it has no impact on cognitive processing or brand recognition. In particular, brand congruence moderates the impact of flow, leading to more positive brand attitudes and brand recognition. Brand prominence moderates the impact of flow only on brand recognition, not on brand attitudes. These findings offer several implications, limitations and directions for further research.     

The determinants of foreign product preference amongst elite consumers in an emerging market

By integrating the Theory of Reasoned Action (TRA) and self-image congruence, this study seeks to investigate elite consumers’ purchase intentions towards products made in foreign countries. The data were gathered via a survey conducted amongst 316 Sri Lankan elite consumers across two product categories. The findings demonstrate that consumers’ attitudes towards products made in foreign countries are driven by subjective norms and self-image congruence. The study shows that self-image congruence is the stronger predictor of consumers’ attitudes towards products made in foreign countries. Also, the effect of self-image congruence on consumers’ purchase intentions is partially mediated by their attitudes towards products made in foreign countries.     

Can a Celebrity Serve as an Issue‐Relevant Argument in the Elaboration Likelihood Model?

While celebrity endorsement has been traditionally perceived as a peripheral cue in the elaboration likelihood model, several conceptual studies suggest otherwise that it may play a significant role in delivering issue‐relevant information when celebrity–product congruence exists. The current study provides empirical evidence that a celebrity indeed serves as an issue‐relevant argument by investigating the interaction effects between endorser–product congruence and product involvement on consumer responses in two different match‐up conditions. Moderated regression analysis results indicated that product involvement strengthened the effect of expertise‐based endorser–product congruence on consumer responses. However, the relationship between attractiveness‐based endorser–product congruence and consumer responses generated insignificant results. Research findings entail that a celebrity persuades consumers through the central route when the expert image in particular fits well with the endorsed product. Further analyses indicated that attitude toward the brand mediated the relationship between attitude toward the advertisement and purchase intention in both match‐up environments.     

I am,ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?

Extant research on the relationship between consumer image congruence and retail store choice suggests that there exist four types of self congruity (actual self-congruity, social self-congruity, ideal self-congruity, and ideal social self-congruity) based on the identification of four types of selfconcept (actual self-image, social self-image, ideal self-image, and ideal social self-image). Mixed results have been produced by research undertaken in the western context particularly in terms of which type(s) of self-congruity is(are) significantly related to consumer attitudes and behaviour. To assess further the predictive power of different types of image-congruity, we conducted an empirical study among Chinese consumers on the relationship between self-congruity, satisfaction, perceived value and store loyalty. China was chosen for this study because recent entry of European and American retailers in China exerts strong need for better understanding of retail consumer behaviour. Moreover both anecdotal and literature evidences suggest that Chinese consumers could differ significantly from the western counterparts in terms of how their self-congruity influences their shopping behaviour. The results of structural equation modelling on our sample (n=320) indicate that consumer attitude and store loyalty are mainly driven by self consistence and social confirmation (i. e., actual self-congruity and social self-congruity) rather than by self-enhancement or esteem (i. e., ideal selfcongruity and ideal social self-congruity). Our finding offers strong managerial implications for western retailers' marketing strategies in the Chinese market.     

Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity

Customer satisfaction and service evaluation research has examined the reference effect but largely adopted an expectancy-disconfirmation paradigm that focuses on referents centered on the product or service in question. This study examines two additional reference effects, alternative attractiveness and self-image congruity, and their interaction. The framework of multiple reference effects in service evaluations integrates insights from regret theory, the investment model of interpersonal relationships, and self-image congruity theory. An empirical study of a hairstyling service confirms that comparisons involving other-object and self-based reference points contribute significantly to consumer service evaluations. Self-image congruity has the most significant impact on both customer satisfaction and commitment judgments. In general, the negative effect of alternative attractiveness on both customer satisfaction and commitment becomes weaker as the level of self-image congruity increases; as long as consumers find a good fit between their self-image and the service image, they are less likely to consider alternative services. However, for consumers with high self-image congruity with the focal service, the presence of an attractive alternative may induce them to exhibit an enhancement bias or “play up” effect (i.e., report higher satisfaction with the focal service).     

Antecedents of consumer-brand identification in terms of belonging brands

This study aims to identify the antecedents that affect the brand belonging of consumers. Structural equation modelling method was used. The most critical variable that directly affects consumer-brand identification is brand-lifestyle congruence. This variable was followed by brand self-congruity, memorable brand experience and brand identity. The variables that indirectly affect consumer-brand identification are brand identity, brand-lifestyle congruence, brand self-congruity, functional and social value. Functional and social value only indirectly affected consumer-brand identification. Regarding this effect, social value positively affected consumer-brand identification, while functional value negatively affected consumer-brand identification. Brand self-congruity was affected by brand-lifestyle congruence, brand identity, functional, social and emotional value.     

Exploring Brand Personality–Celebrity Endorser Personality Congruence in Celebrity Endorsements in the Indian Context

The objective of the research reported in this paper was to develop and test a model of brand personality–celebrity endorser personality congruence and its impact on consumers’ attitudes and intentions. In particular, the study drew on social adaptation and attribution theories to develop hypotheses related to the impact of this congruence on consumers’ perceptions of endorser credibility and suitability, and the subsequent impact of these perceptions on consumers’ attitudes and intentions. The study was motivated by recent attention being paid to the importance of personality in choosing celebrities for product endorsements and the fact that the brand personality–celebrity endorser personality congruence has not been explored before. The model was tested based on data obtained from a sample of participants in India. Results from path analyses indicated a positive and significant impact of personality‐based congruence on endorser credibility and suitability, which, in turn, positively and significantly impacted ad believability. Ad believability in turn significantly impacted attitude toward the ad, which had a significant impact on brand attitude and purchase intentions. Research and managerial implications are discussed, as are directions for future research.