Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands

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Celebrity endorsement and brand passion among air travelers: Theory and evidence (2020, background): “…passion via relatedness need satisfaction is particularly relevant, as numerous studies have reported that the gender congruity can play a prominent role in modifying consumer’ attitude and behavior (Knoll and Matthes, 2017; Gilal et al., 2018b, 2018c; Pradhan et al., 2017; Su and Reynolds, 2017).”
The effects of service quality and consumer-brand value congruity on hospitality brand loyalty (2019, background): “Several researchers in the branding domain have noted such perceived congruity between the brands and their consumers’ personalities (Lam, Ahearne, Mullins, Hayati, & Schillewaert, 2013; Su & Reynolds, 2017).”
Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, background): “The results of this study have supported Su and Reynolds (2017) that FC is positively affected by BP which means that tourists are influenced by the hotel’s BP while evaluating its functional image.”