Exploring the effect of self-image congruence and brand preference on satisfaction: the role of expertise

Prior research has reported that self-image congruence can influence brand preference, brand satisfaction and purchase intentions. With the help of an empirical research, the paper argues that while self-image congruence may be related to satisfaction in general in the automobile market, it may not necessarily affect satisfaction judgements when customers have higher levels of expertise. The paper discusses implications for brand managers and argues to take into account customer characteristics such as customer expertise while developing positioning strategies.     

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.     

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.     

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.     

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。     

Sports sponsorship effects on customer equity: an Asian market application

The authors of this study investigate sponsorship effects on customers in Korea and China, specifically to determine whether current sponsorship research applies to Asian countries and whether the model is significantly different between Korea and China. For this purpose, 251 Koreans and 309 Chinese participated in a survey. The findings suggest that appropriate fit between the sponsor and the sports event enhances brand loyalty and customer equity by positively influencing attitude toward the sponsor and brand image. However, in China, the sponsor's fit did not directly impact brand image. As expected, sporting event experience search positively affects attitudes toward the sponsoring brand, which enhances brand image. Koreans' more favourable attitude toward the sponsoring brand positively influences their brand preference, but favourable attitude does not significantly affect Chinese consumers' perceived congruency with a product. Brand image positively impacted brand preference, and therefore confirms brand personality's congruence effect in both countries. Both brand image and brand preference directly and positively enabled brand loyalty to develop more favourable customer equity. Koreans, however, showed higher effects in the relationships between brand image and brand loyalty and between brand loyalty and customer equity.     

“Make me feel special”: Are hierarchical loyalty programs a panacea for all brands? The role of brand concept

Despite extant literature, the most effective structure of loyalty programs is still heavily questioned among researchers. Building on the congruence principle, we examine the moderating role of brand concept. Our findings reveal that for symbolic brand concepts, customers perceive hierarchical loyalty program structures (which classify customers into tiers according to spending levels or other purchase activities) to be more congruent; this perception increases firm loyalty intentions. However, for functional brand concepts, customers perceive hierarchical and linear loyalty programs structures as equally congruent. Also for symbolic brand concepts, program structure appears as the most important feature in ensuring perceived congruence between a program and a brand, ahead of program benefits. These findings have important theoretical and managerial implications.     

Re-examining encounter intensity's conceptualisation,measurement and role

This paper contributes to previous research on encounter intensity in services in two ways. First, it offers a precise conceptualisation and measure of the construct while at the same time reflecting its complexity and multifaceted nature. Second, it sheds a new light on encounter intensity's role as an antecedent to customer satisfaction by introducing the mediation of the services brand in this relationship. The paper builds on a qualitative study, using customers’ introspections, and survey data from retailing customers (N?=?1188) analysed with structural equation modelling. These studies lead to a definition as well as a parsimonious and reliable measure of interaction intensity in terms of the frequency of customer–employees exchanges, their diversity, their importance for the customer and his or her interest in the interaction. The data also support that encounter intensity exerts a strong influence on cumulative satisfaction through the mediation of services brand credibility.     

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.     

An exploration of celebrity business ventures and their appeal to fans and non-fans

Recently, an increasing number of celebrities have launched their own businesses. Although celebrity entrepreneurs may expect their credibility to enhance customers’ purchase intentions, this study does not find this effect. Instead, it finds that customers’ purchase intentions rely mainly on customers’ attitudes toward the celebrity's venture brand. Customers’ perceived congruence between a celebrity and the celebrity's business significantly affects their brand attitudes. Additionally, this study finds that a celebrity's credibility can only increase fans’ positive attitudes toward the celebrity's venture brand; therefore, being a celebrity entrepreneur is riskier than being a brand endorser in terms of consumer attitude.     

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.     

Using Polynomial Regression Analysis and Response Surface Methodology to Make a Stronger Case for Value Congruence in Place Marketing

Values are an important concept in marketing because they comprise part of peoples’ identity and can thus help marketers separate and target different audiences. Unsurprisingly, places and their marketing initiatives increasingly try to appeal to (potential) residents’ identity by communicating core values. While the notion of value congruence is not novel, most empirical methods in marketing to date only account for the degree rather than the level of congruence. To address this issue, the present article utilizes polynomial regression and response surface methodology (Edwards & Parry, 1993 ) in the context of place marketing. Accordingly, the first study shows that the perceived congruence of residents’ own values and the values of stereotypical city inhabitants significantly affect residents’ feelings about their own cities (N = 1257), but with different effects for different values and levels of congruence. This finding holds not only for popular target groups such as the “creative class” but also across all groups. The second study (N = 449) shows that city slogans can effectively communicate specific values and that value congruence leads to a more positive evaluation of the city brand. Finally, the article discusses the benefits of differentiating between levels of congruence both in marketing research in general, and place brand management in particular.     

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.     

Alliances Between Corporate and Fair Trade Brands: Examining the Antecedents of Overall Evaluation of the Co-branded Product

This research investigates the potential for a “fair” co-branding operation. A major corporate brand is fictitiously allied with a Fair Trade labelling organization brand. The sample for the study is composed of 540 respondents, representative of the French population. By considering commercial brands and Fair Trade labels as dissimilar in terms of customers’ perceived Fair Trade orientations, this article studies (1) how this lack of similarity impacts perceived congruence between both entities (i.e. perceived relevancy and expectancy of the alliance) and (2) how prior brand attitudes and congruence influence customers’ evaluation of the co-branded product. The results of this research demonstrate that: (1) Consumer prior brand attitudes toward the partner brands influence very little customers’ evaluation. (2) Perceived similarity of the partner brands has a strong influence toward congruence of the co-branding operation. Results also indicate that congruence (measured as relevancy and expectancy) has a strong influence upon customers’ evaluation. (3) An inverted U-shaped relationship exists between perceived similarity and relevancy of the alliance, and between expectancy and customers’ evaluation. The results obtained through the test of a partial least square model, and inverted U-shaped hypothesis, represent a new insight into co-branding theory. The high discursive power of fair co-branding is a key issue: the corporate brand provides the alliance with its leading position, while the Fair Trade brand provides the ethical attribute.     

Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention

The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity–user, brand–celebrity, and user–brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n = 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user–brand and brand–celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity–user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity–brand–user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertising effectiveness of brands using celebrity endorsement. The present study is a pioneer in contributing to the celebrity endorsement literature by investigating the relative impact of three pairs of personality congruence: celebrity–brand, brand–user, and celebrity–user, on brand attitude and BPI, thereby supporting the applicability of McCracken's Meaning Transfer Model [McCracken (1989), The Journal of Consumer Research, 16 (3) 310–321) and the Hierarchy-of-effects model (Lavidge and Steiner (1961), Journal of Marketing, 25 (6) 59–62].     

Does shape in backgrounds matter? Effects of Shape–Taste congruence on product evaluations

While previous studies have examined the correspondence between shape and taste perceptions, the effects of shape–taste congruence on product evaluations remained underexplored. This research investigates whether and when shape–taste congruence in product display background can increase product evaluations. Study 1 shows that shape–taste congruence can intensify product evaluations. Study 2 shows that feelings of pleasantness work as a mediator between shape–taste congruence and product evaluations. Study 3 shows that consumers’ design sensitivity moderates the relationship between shape–taste congruence and product evaluations. Our results shed light into shape–taste perception and product display strategy, thus helping marketers and retailers to customize their brand strategy to communicate more effectively to customers.     

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.     

Consumers’ relationships with brands and brand communities – The multifaceted roles of identification and satisfaction

This study integrates consumer-brand identification and customer satisfaction as core relationship drivers to study their interrelationships as well as the effects on customer loyalty and word-of-mouth communication. Considering multiple interacting targets of identification in brand communities, the empirical study unfolds the multifaceted, context-specific relevance of identification and satisfaction: While the effect of identification on brand loyalty is mediated by customer satisfaction, satisfaction has no significant effect on community loyalty. Moreover, brand communities are particularly useful for gaining new customers, whereas no increase in brand loyalty could be found. Managers are generally advised to specify constructs of interest related to different relevant targets of identification.     

The impact of sales encounters on brand loyalty

Gaining and sustaining brand loyalty is a key challenge in increasingly competitive markets. Many marketing researchers as well as practitioners emphasize the critical role of the interpersonal interaction between the customer and the salesperson in influencing customer satisfaction, generating favorable brand attitudes and strengthening the bond between the customers and the brand. So far, empirical research that investigates how sales encounters impact brand loyalty by enhancing customer satisfaction with the sales encounter is lacking. Using data from 154 dyads of customers and salespersons of a large automobile brand, this study shows the perceptions of both the customer and the salesperson regarding the impact of sales encounter performance on satisfaction. Sales encounter satisfaction, in turn, leads to brand loyalty by enhancing brand attitude and salesperson loyalty.