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

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direct and indirect effects of self-image congruence on brand loyalty pdf

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Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use

Event sponsorship is considered as one major marketing strategy. Companies investing in sponsorship are growing rapidly. However, research on sponsorship has not been done in the depth management aspects of a sports organization and has been concentrated in specific areas. Thus, this research fills the gap by conducting the study to analyze the relationship between sponsor-event congruence on brand image, attitude toward the brand, and purchase intention in the context of sport sponsorship event in Indonesia. Questionnaires were distributed by applying a personally administered questionnaire to respondents who participated in that event.

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

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Kressmann and M. Sirgy and A. Herrmann and F.

Request PDF | On Jan 1, , Andreas Herrmann and others published Direct and Indirect Effects of Self Image Congruence on Brand Loyality | Find, read and​.

The purpose of this research aims to prove the effect of personality traits and congruity to customer satisfaction and brand loyalty on Janji Jiwa in Surabaya. The type of research used is basic business research with causal objectives and quantitative research approaches. This research uses a purposive sampling approach with the sample is respondents aged 18 years and above and have consumed Samyang instant noodles.

Hal ini merupakan peluang yang baik untuk perusahaan menargetkan segmen milenial. Disisi lain milenial memiliki karakter yang unik salah satunya adalah mereka akan membeli merek yang sesuai dengan kepribadian dan lifestyle mereka oleh karena itu penelitian ini dilakukan bertujuan untuk mengetahui pengaruh self-image congruence pada brand association, perceived quality, brand trust hingga brand loyalty. Dalam penelitian ini subjek penelitian adalah pengguna iPhone yang berusia milenial. Smartphone dipilih dikarenakan melambangkan produk yang paling penting oleh milenial. Data dikumpulkan melalui kuesioner yang akan disebarkan secara online terhadap responden dan untuk pengolahan data menggunakan SEM-PLS.

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Scientific Research An Academic Publisher. However, Landon [4] found while ideal self-congruity has a greater effect than actual self-congruity for some consumers, actual self-congruity has the greater effect for others. This research is of practical relevance to brand managers. Along with emotional brand attitude, consumer brand loyalty is one of the popular predictors of behavior toward a brand [8]. In particular, this research focuses on the fitness market, in which self-esteem and self-concept are relevant concepts. All involve measuring similarity between some aspect of a brand and individual self-concept. Self-congruity can mean similarity between consumer self-concept and the symbolic meaning of the product itself [9] [10] [11] , similarity between consumer self-concept and the brand personality or brand-as-person [1] [3] , or similarity between consumer self-concept and the stereotypical product-user image [12] [13].

View Stats. This study examines the driving factors that can enhance tourist destination loyalty. Respondents used were domestic tourists who had traveled to Bali.


  • The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Verna C. - 03.04.2021 at 14:12