The effects of airline service brand dimensions on brand attachment and brand commitment mediated by self-image congruence

2017 ◽  
Vol 32 (4) ◽  
pp. 193-217
Author(s):  
Dong-Hyun Ha
Keyword(s):  
Brand Commitment ◽  
Brand Attachment ◽  
Self Image ◽  
Service Brand ◽  
Image Congruence

scholarly journals Examining Image Congruence and Its Consequences in the Context of Robotic Coffee Shops

2021 ◽  
Vol 13 (20) ◽  
pp. 11413
Author(s):  
Heather Markham Kim ◽  
Kisang Ryu
Keyword(s):  
Brand Loyalty ◽  
Positive Influence ◽  
Brand Attitude ◽  
Social Self ◽  
Ideal Self ◽  
Brand Attachment ◽  
Self Image ◽  
Image Congruence ◽  
Coffee Shops

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self-image congruence, ideal self-image congruence, and social self-image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.

scholarly journals How Self-Image Congruence Impacts Customer Satisfaction in Hotels

2006 ◽  
Vol 11 (5) ◽  
pp. 311-318 ◽  
Author(s):  
Hugh Wilkins ◽  
Bill Merrilees ◽  
Carmel Herington
Keyword(s):  
Customer Satisfaction ◽  
Self Image ◽  
Image Congruence

Online service or virtual community? Building platform loyalty in reward-based crowdfunding

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunghan Ryu ◽  
Ayoung Suh
Keyword(s):  
Sense Of Belonging ◽  
Virtual Community ◽  
Theoretical Background ◽  
Service Satisfaction ◽  
Content Type ◽  
Individual Level ◽  
Performance Variables ◽  
Self Image ◽  
Community Influences ◽  
Image Congruence

PurposeThis study examines how individual contributors' evaluation of the two aspects in reward-based crowdfunding—service and community—influences the formation of platform loyalty. It also seeks to determine the conditions under which the evaluation is positive.Design/methodology/approachWe collaborated for data collection with two reward-based crowdfunding platforms in South Korea that primarily promote crowdfunding campaigns in the creative domains. We combined the survey data collected from 578 contributors and campaign data from the platforms, empirically examining the formation of platform loyalty and its antecedents.FindingsThe results suggest that service satisfaction with a platform and a sense of belonging to it are positively associated with platform loyalty. We also found that an individual contributor's self-image congruence with the crowdfunding platform is positively associated with service satisfaction and a sense of belonging, while the experience of greater campaign success moderates the relationship in different ways.Research limitations/implicationsThis study contributes to the crowdfunding literature by establishing a theoretical background for understanding reward-based crowdfunding platforms, which combine service and community. It also extends the scope of the literature on crowdfunding by examining the role of platform loyalty at the platform level.Practical implicationsThe results suggest that service and community are both critical for building a sustainable crowdfunding platform. Platform operators are expected to provide high-quality services and foster a sense of community. Identifying and developing contributors with higher self-image congruence with the platforms is essential.Originality/valueWhile previous literature on reward-based crowdfunding has focused on individual contributor- and campaign-level analyses, platform-level knowledge is lacking. This study is among the first to focus on platform loyalty of individual contributors toward reward-based crowdfunding platforms. Moreover, we use both individual-level perception and campaign-level performance variables to examine the formation of platform loyalty.

Cometh self-image congruence: a cross-cultural study

2017 ◽  
Vol 29 (3) ◽  
pp. 538-552 ◽  
Author(s):  
Shih-Tung Shu ◽  
Stephen Strombeck
Keyword(s):  
South Korea ◽  
Brand Preference ◽  
Research Subjects ◽  
Content Type ◽  
Global Brands ◽  
Product Categories ◽  
Self Image ◽  
Image Congruence ◽  
Asian Consumers ◽  
Cultural Similarity

Purpose Prior research has clearly shown that ethnocentric consumers favor local brands. However, consumers also strongly favor local and global brands which reinforce their desired self-images. The purpose of this paper is to examine how self-image congruence (SIC) mediates the effect of consumer ethnocentrism (CE) on local brand preference (LBP). Design/methodology/approach This study empirically tested the proposed mediation model across three countries (Taiwan, South Korea and Japan) using ten brands from two very different product categories (beer and personal computers). Research subjects were randomly selected and placed into one of four groups for each of these countries. Subjects in these groups were asked to compare well-known domestic and global brands which were either culturally similar or culturally dissimilar. Findings CE significantly impacted LBP among Taiwan, South Korea and Japan college-aged consumers but this impact was limited. SIC, however, had a powerful influence on LBP for these consumers. The cultural similarity and relative necessity of brand choices had almost no effect on the results. Research limitations/implications Researchers and practitioners need to more fully understand the contingencies Asian consumers use in selecting local brands. Under some scenarios, CE may not be a reliable predictor of local brands preference. Originality/value This is one of the first studies to demonstrate the influential role of SIC among consumers from collectivistic cultures.

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