Direct and indirect effects of self-image congruence on brand loyalty

被引:584
作者
Kressmann, Frank [1 ]
Sirgy, M. Joseph
Herrmann, Andreas
Huber, Frank
Huber, Stephanie
Lee, Dong-Jin
机构
[1] Johannes Gutenberg Univ Mainz, Dept Mkt, Mainz, Germany
[2] Virginia Polytech Inst & State Univ, Dept Mkt, Blacksburg, VA 24061 USA
[3] Univ St Gallen, Ctr Business Metr, St Gallen, Switzerland
[4] Yonsei Univ, Dept Mkt, Seoul 120749, South Korea
关键词
self-image congruence; self-congruity; brand personality; brand loyalty; functional congruity; product involvement;
D O I
10.1016/j.jbusres.2006.06.001
中图分类号
F [经济];
学科分类号
02 ;
摘要
The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed. (c) 2006 Elsevier Inc. All rights reserved.
引用
收藏
页码:955 / 964
页数:10
相关论文
共 47 条
[21]   THE MODIFIED INTERPERSONAL RELATIONSHIP SCALE - RELIABILITY AND VALIDITY [J].
GARTHOEFFNER, JL ;
HENRY, CS ;
ROBINSON, LC .
PSYCHOLOGICAL REPORTS, 1993, 73 (03) :995-1004
[22]  
HAYES JB, 2000, BRAND PERSONALITY BA
[23]  
JAMES JM, 1977, ADV CONSUM RES, V4, P106
[24]   The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification [J].
Kim, CK ;
Han, D ;
Park, SB .
JAPANESE PSYCHOLOGICAL RESEARCH, 2001, 43 (04) :195-206
[25]   The relationship between involvement, attitude accessibility and attitude-behaviour consistency [J].
Kokkinaki, F ;
Lunt, P .
BRITISH JOURNAL OF SOCIAL PSYCHOLOGY, 1997, 36 :497-509
[26]  
Lecky Prescott., 1945, Self-Consistency: A Theory of Personality
[27]   A SCALE TO MEASURE SELF-CONCEPTS, PERSON CONCEPTS, AND PRODUCT CONCEPTS [J].
MALHOTRA, NK .
JOURNAL OF MARKETING RESEARCH, 1981, 18 (04) :456-464
[28]   SELF-CONCEPT AND PRODUCT CHOICE - AN INTEGRATED PERSPECTIVE [J].
MALHOTRA, NK .
JOURNAL OF ECONOMIC PSYCHOLOGY, 1988, 9 (01) :1-28
[29]   The moderating effect of prior experience in consumers use of user-image based versus utilitarian cues in brand attitude [J].
Mangleburg, TF ;
Sirgy, MJ ;
Grewal, D ;
Axsom, D ;
Hatzios, M ;
Claiborne, CB ;
Bogle, T .
JOURNAL OF BUSINESS AND PSYCHOLOGY, 1998, 13 (01) :101-113
[30]  
Markus H., 1982, PSYCHOL PERSPECTIVES, V1, P41