Moderators of the self-congruity effect on consumer decision-making: A meta-analysis

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Self-congruity theory in consumer behavior: A little history (2018, background): “…1985b, 1986), Claiborne and Sirgy (1990), Johar and Sirgy (1991), Sirgy, Johar, Samli, and Claiborne (1991), Sirgy, Grewal, and Mangelburg (2000), and Sirgy and Su (2000), a meta-analysis by Aguirre-Rodriguez, Bosnjak, and Sirgy (2012), and more recently Sirgy (2014) and Sirgy, Lee, and Yu (2017).”
The Impact of Self-Congruity and Evaluation of the Place on WOM: Perspectives of Tourism Destination Residents (2021, background): “Self-congruity is one of the most widely used concepts in the marketing literature linked to the study of brand-building behavior (Aguirre-Rodriguez, Bosnjak, and Sirgy 2012; Mulyanegara and Tsarenko 2009; Sirgy and Su 2000).”
Consumers' self-congruence with a 'Liked' brand: cognitive network influence and brand outcomes (2017, background): “Drawing on offline research that indicates a relationship between self-congruence with a ‘Liked’ brand and brand consumption (Aguirre-Rodriguez et al., 2012), we extend Richard and Guppy’s (2014) findings.”
Brand anthropomorphism: Conceptualization, measurement, and impact on brand personality and loyalty (2015, background): “Recent studies (Kressmann et al, 2006; Aguirre-Rodriguez et al, 2012) have shown that the higher the degree of congruity between the purchased branded products and the perception consumers hold of themselves, the stronger their motivation to re-buy such products in the future.”