The impact of the personality congruence triangle in the level of actual- and ideal personality congruences on online engagement and purchasing intention for fashion brands - The case of My Jewellery brand
Keywords
Loading...
Authors
Issue Date
2020-09-07
Language
en
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
In this research, the role and impact of actual-, and ideal personality congruence had been investigated between customers, brand and influencers in fashion product categories on the platform of Instagram. Within this research, a personality congruence triangle had been developed to contribute to the existing literature, and its impact had been investigated on the actual-, and ideal personality level. In order to evaluate the impact of the personality congruence triangle on the online engagement and on purchasing intension, a case study had been conducted in the case of the My Jewellery brand, which is a successful Dutch fashion brand who is engaged in influencer marketing. Both qualitative and quantitative research had been taken based on pre-tests. In total, 12 people had been interviewed and 110 respondents filled the survey who already engage with the brand online. Based on the answer of the respondents, customers can feel the personality congruence more between themselves-, the brand-, and the influencers on the level of actual-personalities, rather than on the level of ideal personality congruence. As a result of the research, currently, the respondents have a moderated level of online engagement in the content of the My Jewellery brand, but this rate could be increased if the brand would take the personality congruence triangle into account on the level of actual self-congruence which has a significant positive impact also on purchasing intention. Taking the findings of this study into account, might help the online marketers of fashion companies to properly choose influencers to reach a higher level of online engagement and develop a stronger emotional bond with their customers by the self-congruity triangle on the actual personality congruence level. In addition, suggestions are given on how to interpret the findings. Managerial recommendations are also discussed, and theoretical implications are provided.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen