How does selfcongruense influence emotional brand attachment: a moderating effect of consumption context
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2018-07-03
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en
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Abstract
This study aims to provide new insights into how the different types of self-congruence influence emotional brand attachment and what the moderating effect of consumption context is on this. It is possible that the ideal image and the public situation have become more important because of the increased use of social media. 159 Dutch respondents participated in an experiment where they were forced into either a private or a public consumption context. They had to answer questions about different types of self-congruence and emotional brand attachment with a certain beer brand in their minds. Additionally, there were some questions about perceived quality, product involvement, self-esteem, and public self-consciousness as (moderator) control variables. The results showed that product involvement was the most important variable to influence emotional brand attachment. After that, perceived quality was the most important. Next to this, the positive effect of actual self-congruence on emotional brand attachment appeared to be strengthened in the private consumption context. Moreover, the main effect of the different types of self-congruence had a positive effect on emotional brand attachment when public self-consciousness and self-esteem were present. This shows on which type of self-congruence or on which other variable a marketing manager has to focus on in which situation to get high emotional brand attachment.
Key words: self-congruence; emotional brand attachment; consumption context; perceived quality; product involvement; self-esteem; public self-consciousness
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Faculteit der Managementwetenschappen