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

By F. Kressmann, M. Sirgy, Andreas Herrmann, F. Huber, Stephanie Huber, Dong-Jin Lee. 2006

1,018 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5bcd29cc21527013d04c234f2f7a868ea3216831

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Sop
2. N. Kozak
3. Heesup Han
4. Juhee Kang
5. Jin-Soo Lee
6. Sameer Hosany
7. Liang Tang
8. Ju Yup Lee

In Organizational Behavior and Human Resource Management

1. Heesup Han
2. Juhee Kang
3. Liang Tang
4. Sameer Hosany
5. S. Sop
6. N. Kozak
7. Ju Yup Lee
8. J. Petrick

In Sociology and Political Science

1. N. Kozak
2. S. Sop
3. Sameer Hosany
4. Heesup Han
5. M. Sirgy
6. Kam Hung
7. Jin-Soo Lee
8. Sara Dolnicar

Citations in the corpus

• Examining Antecedents and Consequences of Brand Personality in the Upper-Upscale Business Hotel Segment (2010, positive): “As brand personality enhances brand preference and choice ( Sirgy, 1982 ), willingness to pay premium prices for a brand ( Chang & Chieng, 2006 ; Kressman et al, 2006 ), and trust ( Fournier, 1994 ), the consumer-brand relationship can be further solidified.”
• Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors (2016, background): “The matching procedure that takes place to establish fit or self-congruity (Sirgy, 1986; Kressmann et al., 2006) is guided by the employee’s needs for self-consistency and self-esteem (Aaker, 1999; Sirgy, 1982).”
• Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, background): “Kressmann et al. (2006) evaluated the functional attributes of automobile brands within cost, engine power, safety, quality, appearance, and gas”
• Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, background): “While the extant literature on brand outcomes identifies a positive relationship between self-congruence and brand loyalty (Kressmann et al., 2006), brand love (Rauschnabel and Ahuvia, 2014), and positive WOM (Saenger et al., 2013), brand outcomes have not been tested for brands in the virtual…”
• The Effects of Brand Image and Brand Identification on Brand Love and Purchase Decision Making: The Role of WOM (2014, result): “In terms of brand identification and brand love, also, previous studies found there is strong relationship between brand identification and brand love, for example, (Bergkvist et al., 2009; Kressman et al., 2006; Albert et al., 2013) found that brand identification had positive effect on brand love.”
• Self-congruence, functional congruence, and destination choice (2013, neutral): “Common multi-attribute models include the beliefevaluation model, the belief-importance model, the belief-only model, the extended belief-evaluation model, and the ideal point model (Kressmann et al., 2006; Sirgy et al., 1991).”
• The Role of Self- and Functional Congruity in Cruising Intentions (2011, background): “Self-congruity refers to the match between tourists’ selfconcept (actual self, ideal self, social self, and social ideal self) and perceived image of a given product (Kressmann et al. 2006).”
• Social Identity Perspective on Brand loyalty (2012, background): “As a result, the issue of antecedents of brand loyalty becomes increasingly topical (Jang et al., 2008; Kressmann et al., 2006).”
• AI-based chatbots in customer service and their effects on user compliance (2020, background): “Consequently, if individuals comply with an initial request, a bias arises and the individuals will conclude that they must have considered the request acceptable and, thus, are more likely to agree to a related future request of the same kind or from the same cause (Kressmann et al. 2006).”
• Consumers' use of brands to reflect their actual and ideal selves on Facebook (2012, background): “For instance, self-congruity has been shown to significantly influence promotion effectiveness (Close, Krishnen, & LaTour, 2009), quality perceptions of stores in shopping malls (Chebat, Sirgy, & St-James, 2006), and brand loyalty (Kressmann et al., 2006).”
• Consumer brand relationships: an investigation of two alternative models (2008, background): “2007), or a reduced set containing fewer BRQ dimensions (Ekinci et al. 2004; Kressmann et al. 2006; Park et al. 2002) than those that Fournier (1998) suggested.”
• Testing the effects of congruity, travel constraints, and self-efficacy on travel intentions: An alternative decision-making model (2012, background): “, 1999), consumer satisfaction (Magin, Algesheimer, Huber, & Herrmann, 2003), brand loyalty (Kressmann et al., 2006), and brand preference (Aaker, 1999).”