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

Frank Kressmann, M. Joseph Sirgy, Andreas Herrmann, Frank Huber, Stephanie Huber, Dongjin Lee

Research output: Contribution to journalArticle

388 Citations (Scopus)

Abstract

The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed.

Original languageEnglish
Pages (from-to)955-964
Number of pages10
JournalJournal of Business Research
Volume59
Issue number9
DOIs
Publication statusPublished - 2006 Sep 1

All Science Journal Classification (ASJC) codes

  • Marketing

Fingerprint Dive into the research topics of 'Direct and indirect effects of self-image congruence on brand loyalty'. Together they form a unique fingerprint.

  • Cite this