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

337 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

Fingerprint

Indirect effects
Congruence
Brand loyalty
Direct effect
Self-image
Car
Self-congruity
Brand relationship
Relationship quality
Owners
Product involvement
Automobile
Integrated

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Kressmann, Frank ; Sirgy, M. Joseph ; Herrmann, Andreas ; Huber, Frank ; Huber, Stephanie ; Lee, Dongjin. / Direct and indirect effects of self-image congruence on brand loyalty. In: Journal of Business Research. 2006 ; Vol. 59, No. 9. pp. 955-964.
@article{ccbb70ee14ef42cda08a4cc76d123888,
title = "Direct and indirect effects of self-image congruence on brand loyalty",
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.",
author = "Frank Kressmann and Sirgy, {M. Joseph} and Andreas Herrmann and Frank Huber and Stephanie Huber and Dongjin Lee",
year = "2006",
month = "9",
day = "1",
doi = "10.1016/j.jbusres.2006.06.001",
language = "English",
volume = "59",
pages = "955--964",
journal = "Journal of Business Research",
issn = "0148-2963",
publisher = "Elsevier",
number = "9",

}

Direct and indirect effects of self-image congruence on brand loyalty. / Kressmann, Frank; Sirgy, M. Joseph; Herrmann, Andreas; Huber, Frank; Huber, Stephanie; Lee, Dongjin.

In: Journal of Business Research, Vol. 59, No. 9, 01.09.2006, p. 955-964.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Direct and indirect effects of self-image congruence on brand loyalty

AU - Kressmann, Frank

AU - Sirgy, M. Joseph

AU - Herrmann, Andreas

AU - Huber, Frank

AU - Huber, Stephanie

AU - Lee, Dongjin

PY - 2006/9/1

Y1 - 2006/9/1

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=33749045417&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33749045417&partnerID=8YFLogxK

U2 - 10.1016/j.jbusres.2006.06.001

DO - 10.1016/j.jbusres.2006.06.001

M3 - Article

VL - 59

SP - 955

EP - 964

JO - Journal of Business Research

JF - Journal of Business Research

SN - 0148-2963

IS - 9

ER -