Does this fit my style? The role of self-congruity in young women’s repurchase intention for intimate apparel

2016 ◽  
Vol 20 (4) ◽  
pp. 417-434 ◽  
Author(s):  
Vania Vigolo ◽  
Marta Maria Ugolini
Keyword(s):  
Young Women ◽  
Brand Personality ◽  
Young Female ◽  
Self Concept ◽  
Ideal Self ◽  
Content Type ◽  
Repurchase Intentions ◽  
Female Consumers ◽  
Intimate Apparel

Purpose The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items. Design/methodology/approach The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers. Findings Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions. Research limitations/implications This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women. Practical implications This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters. Originality/value This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).

Understanding the ties between brand gender and brand engagement in online brand communities: the moderating role of consumers’ biological sex

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jitender Kumar
Keyword(s):  
Brand Personality ◽  
Brand Identification ◽  
Content Type ◽  
Brand Communities ◽  
Biological Sex ◽  
Brand Engagement ◽  
Female Consumers ◽  
Online Brand Communities ◽  
Moderating Role

Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated. Design/methodology/approach The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement. Research limitations/implications The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs. Practical implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs. Originality/value This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.

The role of brand personality in the formation of consumer affect and self-brand connection

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Justin F. McManus ◽  
Sergio W. Carvalho ◽  
Valerie Trifts
Keyword(s):  
Personality Traits ◽  
Design Methodology ◽  
Brand Personality ◽  
Content Type ◽  
Mediation Analyses ◽  
Within Subjects ◽  
The Relationship ◽  
Different Levels ◽  
Brand Personality Traits

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era

2020 ◽  
pp. 263-288
Author(s):  
Lilit Baghdasaryan
Keyword(s):  
Digital Technologies ◽  
Role Expectations ◽  
Self Concept ◽  
Ideal Self ◽  
Self Identity ◽  
Consumer Responses ◽  
Goods And Services ◽  
Digital Era ◽  
Consumption Choices

Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.

Millennial’s engagement with fashion brands

2019 ◽  
Vol 23 (1) ◽  
pp. 2-16 ◽  
Author(s):  
Nagaraj Samala ◽  
Sapna Singh
Keyword(s):  
Self Concept ◽  
Brand Love ◽  
Content Type ◽  
Mediating Role ◽  
Moderated Mediation Model ◽  
Brand Advocacy ◽  
Marketing Variables ◽  
Concept Theory ◽  
Moderating Role

PurposeMillennials are more fashion conscious, relate themselves to the fashion brands they wear. This concept of brand engagement with self-concept (BESC) studies with other marketing variables yields interesting results. The purpose of this paper is to investigate the role of BESC with brand love and brand advocacy of millennials toward their favorite fashion brands. The study also tests the moderating role of millennials’ involvement and knowledge.Design/methodology/approachData are collected from 621 graduate student millennials of a university. Hayes process macros is used to test the moderated-mediation model.FindingsThe study confirms the complementary mediating role of BESC and enhances the moderating role of involvement and knowledge. Millennials with high involvement and knowledge enhance the positive relationship between brand love, BESC and brand advocacy.Originality/valueThe study contributes to the existing literature of self-concept theory and provides useful insights for fashion marketers about millennials.

The use of Facebook to explore self-concept: analysing Colombian consumers

2017 ◽  
Vol 20 (1) ◽  
pp. 43-59 ◽  
Author(s):  
Lorena Castro ◽  
Jose Marquez
Keyword(s):  
Research Question ◽  
Secondary Data ◽  
The Self ◽  
Self Concept ◽  
Photo Elicitation ◽  
Target Market ◽  
Ideal Self ◽  
Content Type ◽  
Complex Decision ◽  
The Way

Purpose This research aims to explore the way companies can use social network sites, in particular Facebook, to understand the elements of the actual and ideal-selves of their target market. An important issue is whether the brand’s personality should match consumers’ actual or ideal-self; this complex decision depends on specific characteristics of target markets and products. Design/methodology/approach Photo-elicitation and in-depth interviews were carried out and applied to 15 interviewees. This exploratory phase seeks to broaden the understanding of the phenomenon clarifying important concepts through the users’ rich descriptions and explanations. A primary exploratory qualitative research is conducted, as there is only little information available to answer the research question. Secondary data have also been used to support or contrast the findings with those made by other authors Findings The results indicate that Facebook users construct their virtual identity with elements from both the actual and the ideal-self, although they predominantly stress those aspects, which make them look more socially desirable. Each Facebook feature is used with different intentions, and that is why different elements of the self can be extracted from each. Practical implications Companies can enhance emotional connections with consumers by applying “self-congruence”, which refers to the correspondence between the consumer’s self-concept and the brand’s personality. Originality/value To analyse the empirical findings, the paper draws on the self-concept, brand personality and self-congruence theory. More particularly, on Facebook representations and its relationship with the way people think about them and the manner in which they are expressed.

scholarly journals Dynamics of the ideal self

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard Boyatzis ◽  
Udayan Dhar
Keyword(s):  
Longitudinal Research ◽  
Dynamic Theory ◽  
Future Research ◽  
Ideal Self ◽  
Content Type ◽  
Time Dynamic ◽  
Psychology Literature ◽  
Learning And Change ◽  
The Ideal

PurposeThe ideal self has had a place in management literature in recent years with reference to identity and role change. However, except for a JMD article in 2006, there has been little theorizing on the ideal self, which is often treated as a static construct. The purpose of this article is to update and refine the concept and explain the dynamic nature of the construct.Design/methodology/approachThis conceptual paper is based on a review of the recent management and psychology literature related to the ideal self and its components.FindingsThe authors propose a dynamic theory of the emerging ideal self and delineate how its components evolve over time.Research limitations/implicationsThe ideal self, or one's personal vision, is a major motivator of learning and change and the sustainability of such efforts. The time dynamic theory would encourage and guide longitudinal research using better variables and measures as well as help in conceptualizing the role of socialization, social identity and life/career stages.Practical implicationsWith a better theory of the ideal self, trainers, consultants, coaches and teachers can help people update their deep sense of purpose and the sustaining driver of learning and change the ideal self. It could help people and organizations address a major determinant of engagement.Originality/valueThis theory offers a temporal understanding of how the ideal self can motivate learning and change at different life and career eras, which can help in designing future research on identity-related transitions.

Cause-related marketing for successful cross-border post-acquisition performance

2019 ◽  
Vol 37 (4) ◽  
pp. 695-712 ◽  
Author(s):  
Michela Matarazzo ◽  
Riccardo Resciniti ◽  
Biagio Simonetti
Keyword(s):  
Negative Influence ◽  
Positive Influence ◽  
Target Firm ◽  
Content Type ◽  
Repurchase Intentions ◽  
Cross Border ◽  
Cause Related Marketing ◽  
The Impact ◽  
Moderating Role

Purpose Building on the scant literature on cross-border acquisitions (CBAs) in the consumer perspective, the purpose of this paper is to investigate the impact of the acquirer’s cause-related marketing (CRM) on consumers’ repurchase intentions of the products of the post-acquisition target. In addition, the study aims at analyzing the moderating role of acquirer’s CRM on the relationship between corporate ability (CA) and country image (CI) on consumers’ repurchase intentions of the products of the post-acquisition target. Design/methodology/approach Drawing on a sample of Italian consumers (n=351), the authors examined the roles played by the acquirer’s CRM on consumer behaviour by considering an Italian target firm with a high reputation and comparing eight foreign acquiring firms with different combinations of CRM (poor/good), CA (poor/good) and CI (high/low). Findings The authors found that CRM, CA as well as CI have a significant impact on Italian consumers’ intention to repurchase the products of the post-acquisition target. Furthermore, it is shown that good CRM reduces the negative influence of a poor CA and a low CI on post-acquisition repurchase intentions and strengthen the positive influence, thus confirming the moderating role of CRM. Originality/value The research investigates, in the context of CBAs, the impact of the acquirer’s CRM on the host country consumers’ repurchase intentions after the CBA, which has not previously been examined. It can help managers to understand the conditions under which CBAs will be favourably evaluated.

scholarly journals Identity play and the stories we live by

2020 ◽  
Vol 33 (5) ◽  
pp. 683-695
Author(s):  
Babak Ghaempanah ◽  
Svetlana N. Khapova
Keyword(s):  
Identity Construction ◽  
Narrative Identity ◽  
Self Concept ◽  
Personal Construct ◽  
Personal Construct Theory ◽  
Personal Constructs ◽  
Content Type ◽  
Dialogical Self ◽  
Construct Theory

PurposeThe purpose of this paper is to advance our understanding of identity play process by including the stories we live by in depth. Over the past decade, identity play literature has placed more emphasis on the role of self-narratives. Yet, the “stories we live by”, including the told or untold stories of past and imagined events of the future, have not been considered in depth in these self-narratives.Design/methodology/approachThis conceptual paper draws on the personal construct theory, narrative identity and constructivist psychotherapy literatures and attempts to include the stories we live by in scholarly conceptualizations and explorations of identity play processes.FindingsDrawing on the personal construct theory, narrative identity and constructivist psychotherapy literatures this paper offers a comprehensive conceptual model of how the stories we live by infuse individual identity construction processes. The model highlights the inter-connectivity among stories we live by, identity play, identity work, sensemaking and social validation. Looking through the lens of the personal construct theory and taking these inter-connectivities into account lead to the observation of temporality in identity construction and the plurivocality of self-narratives.Originality/valueThis paper looks at identity play through the lens of the personal construct theory. However, self-narratives are seen as a medium for manifestation of personal constructs. Thus, this paper also draws on the narrative identity literature and dialogical-self concept, which helps access the multiplicity of the self-narratives to widen our grasp of personal constructs. This paper combines discourse of deconstruction with the dialogical-self concept and provides more means for the explication of identity play.

Examining the influence of forgiveness and its antecedents on consumer behavior: the moderating role of service failure severity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ramakrishna Salagrama ◽  
Sanjeev Prashar ◽  
Sai Vijay Tata
Keyword(s):  
Affective Commitment ◽  
Service Failure ◽  
Negative Influence ◽  
Point Of View ◽  
Content Type ◽  
Repurchase Intentions ◽  
Failure Severity ◽  
Coping Model ◽  
The Relationship

PurposeThis study aims to investigate antecedents of forgiveness from the non-complainers point of view after a service failure in India.Design/methodology/approachThis study bases itself on the theoretical foundations of the Cognitive Emotive Coping model. In the first study, a survey-based design was used for soliciting responses from 291 respondents. An experimental research design was undertaken in the second study, and data were recorded from 120 respondents. Data were analysed using both SPSS and AMOS.FindingsAll the antecedent variables, except, affective commitment was found to influence forgiveness significantly. Further, forgiveness also positively influenced repurchase intentions and had a negative influence on negative word-of-mouth. The findings also suggest that the service failure severity effectively moderates the relationship between empathy and forgiveness.Originality/valueThis paper extends the cognitive emotive coping model from the non-complainers point of view by adding relational constructs to it. This study observes that affective commitment is not necessarily related to forgiveness in contrast to existing literature. The relationship between empathy and forgiveness is stronger when failure severity is low.

Secure girls: Class, sexuality, and self-esteem

Sexualities ◽  
2017 ◽  
Vol 20 (7) ◽  
pp. 815-834 ◽  
Author(s):  
Amy C Wilkins ◽  
Sarah A Miller
Keyword(s):  
Everyday Life ◽  
Young Women ◽  
Public Discourse ◽  
Social Problems ◽  
Self Esteem ◽  
Self Concept ◽  
Sexual Expression ◽  
Sexual Agency ◽  
The Impact

Public discourse is replete with talk about the fragility of young women’s self-esteem, linking poor self-concept to a range of social problems associated with girlhood. We know little about the impact of these ideas on young women. In this article, we examine interviews with 66 girls, aged 14–22, to understand how they talk about the link between self-esteem and sexual expression in everyday life. We find that girls’ talk about self-esteem uses classed meanings that unintentionally reinforce and extend the role of sexuality in girls’ status hierarchies, benefitting those with more class resources, while policing all girls’ abilities to claim sexual agency.

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