THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

Abstract

In this study, hypothesized that congruence or incongruence of consumer image and brand image leads positive or negative attitudes towards brand and these attitudes affect consumer decision process as mediators, formation of brand loyalty process is approached from an image congruence perspective. A preformed questionnaire form was used as data collection tool and pure data was analyzed with Structural Equation Modeling in order to demonstrate how observed variables fit the theoretical model. Analysis results show that consumer image and brand image congruence affect love/passion and commitment, and love/passion and commitment affect brand loyalty positively. Other attitudes and satisfaction are found statistically insignificant relation with brand loyalty

Keywords

• Brand Loyalty, Brand Image, Image Congruity

References

1. Aaker, D.A. (1991) Managing Brand Equity: Capitalizing On The Value Of A Brand Name. NJ: Free Press.
2. Aaker, J., Fournier, S. and Brasel S.A. (2004) When good brands do bad. Journal of Consumer Research, 31 (1): 1-16.
3. Ahuvia, A.C. (2005) Beyond the extended self: loved objects and consumers' identity narratives. Journal of Consumer Research, 32 (1): 171-84.
4. Chaudhuri, A. (1998) Product class effects on brand loyalty. Journal of Marketing Management, 8 (2): 66-77.
5. Dongdae, L. (2004) Image Congruence and Attitudes toward Private Brands. Advances in Consumer Research, 31 (1): 435-41.
6. Fournier, S. (1998) Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24 (4): 343-53.
7. Fullerton, G. (2005) How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39 (11/12): 1372-88.
8. Gustafsson, A., Johnson, M.D. and Roos, I. (2005) The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention. Journal of Marketing, 69 (4): 210-18.

9. Hawkes, P. (1994) Building brand loyalty and commitment. Journal of Brand Management, 1 (3): 337-47.
10. Helgesen, Ø. (2006) Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual level. Journal of Marketing Management, 22 (3): 245-66.
11. Ji, M.F. (2002) Children's relationships with brands:True love or one-night stand?. Psychology and Marketing, 19 (4): 369-87.
12. Johnson, M.D., Herrmann, A. and Huber, F. (2006) The evolution of loyalty intentions, Journal of Marketing, 70 (2): 122.
13. Jones, T.O. and Sasser, W.E. (1996) Why satisfied customers defect. Journal of Management in Engineering, 12 (6): 11.
14. Kressmann, F., Sirgy, M.J., Herrmann, A., Huber, F., Huber, S. and Lee, D.J. (2006) Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59 (9): 955-64.
15. Malhotra, N.K. (1981) A scale to measure self-concepts, person concepts, and product concepts. Journal of Marketing Research, 18 (4): 456-64.
16. Miller, J. and Muir, D. (2004) The Business of Brands. CO: Netlibrary Inc.
17. Mizerski, R.W. and White, J.D. (1986) Understanding and using emotions in advertising. Journal of Consumer Marketing, 3 (4): 57-69.
18. Monga, A.B. (2002) Brand as a relationship partner: Gender differences in perspectives. Advances in Consumer Research, 29 (1): 36.
19. Palumbo, F. and Herbig, P. (2000) The multicultural context of brand loyalty. European Journal of Innovation Management, 3 (3): 116-24.
20. Sierra, J.J. and McQuitty, S. (2005) Service providers and customers: social exchange theory and service loyalty. Journal of Services Marketing, 19 (6): 392- 400.
21. Sirgy, M.J. (1982) Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9 (3): 287.
22. Sirgy, M.J. (1985) Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13 (3): 195-206.
23. Sirgy, M.J., Lee, D.J., Johar, J.S. and Tidwell, J. (2008) Effect of self-congruity with sponsorship on brand loyalty. Journal of Business Research,61 (10):1091-97. Stauss, B. and Neuhaus P. (1997) The qualitative satisfaction model. International Journal of Service Industry Management, 8 (3): 236-49.
24. Veloutsou, C. (2007) Identifying the dimensions of the product-brand and consumer relationship. Journal of Marketing Management, 23 (1): 7-26. 100