Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment

Fayrene Chieng, Piyush Sharma, Russel Kingshott, Rajat Roy

Research output: Contribution to journalArticleResearchpeer-review

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Abstract

Purpose
This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.

Design/methodology/approach
An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).

Findings
The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.

Research limitations/implications
This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).

Originality/value
This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.
Original languageEnglish
JournalJournal of Product and Brand Management
DOIs
Publication statusE-pub ahead of print - 31 Jan 2022

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