The Effects of Employer Branding on Value Congruence and Brand Love

This study examines the effect of employer brand on employees’ brand love by applying value congruence theory. A survey was conducted with employees of well-known hotel brands in South Korea. The results show that not all employer brand dimensions equally contribute to the formation of brand love. While economic, social, and development values positively influence brand love, interest value and application value did not affect brand love formation. Employees’ value congruence perceptions mediate this effect because employees could infer what values employers care about based on the benefits that a hotel brand offers. This study contributes to the literature by linking value congruence with employer branding and brand love. Based on our findings, hospitality managers can redesign all work activities and apply employer branding principles to reflect employment value to achieve employee’s brand love.

Self-congruence theory: Factors affecting brand loyalty in fast-moving consumer goods industry

This study aims to formulate a conceptual model for analyzing several variables on customer engagement and brand loyalty, especially in the fast-moving consumer goods (FMCG) industry. The self-congruence theory used in this study will go through the value of congruity, brand attractiveness, and customer-brand identification. The study uses structural equation modeling with samples of 105 respondents. The result is value congruence has a positive effect on brand attractiveness and customer brand identification. Customer engagement has a positive impact on customer brand identification. Brand attractiveness has a positive impact on customer brand identification and brand loyalty. Also, customer brand identification has a positive effect on brand loyalty.

A Theory of Congruences and Birkhoff’s Theorem for Matroids

A congruence is defined for a matroid. This leads to suitable versions of the algebraic isomorphism theorems for matroids. As an application of the congruence theory for matroids, a version of Birkhoff’s Theorem for matroids is given which shows that every nontrivial matroid is a subdirect product of subdirectly irreducible matroids.

Are you talking to me? Generation X, Y, Z responses to mobile advertising

This study explores intergenerational differences in attitudes toward mobile advertising (addressing their informativeness, irritation, trustworthiness, entertainment, and intrusiveness) and actual response to mobile advertising messages in Israel. Using an online survey ( N = 408) and drawing on Congruence Theory and Generation Cohort Theory, we focus on three generations: X, Y, and Z. Findings show that all generations responded negatively when receiving an advertisement via smartphone. However, the generations differ in their patterns of association between mobile advertising attitudes and responses to mobile ads. Findings suggest that incongruence between each generation’s scheme and the five dimensions of advertising attitudes results in unfavorable responses to mobile advertising. These findings provide guidelines for future research and implications for marketers who intend to design behavioral targeting to consumers of various generational cohorts while using mobile platforms as an advertising channel.

On the Exponential Diophantine Equation (132m) + (6r + 1)n = z2

Nowadays, mathematicians are very interested in discovering new and advanced methods for determining the solution of Diophantine equations. Diophantine equations are those equations that have more unknowns than equations. Diophantine equations appear in astronomy, cryptography, abstract algebra, coordinate geometry and trigonometry. Congruence theory plays an important role in finding the solution of some special type Diophantine equations. The absence of any generalized method, which can handle each Diophantine equation, is challenging for researchers. In the present paper, the authors have discussed the existence of the solution of exponential Diophantine equation (132m) + (6r + 1)n = Z2, where m, n, r, z are whole numbers. Results of the present paper show that the exponential Diophantine equation (132m) + (6r + 1)n = Z2, where m, n, r, z are whole numbers, has no solution in the whole number.

The Relationship Between Job Satisfaction and the Congruence of Desired and Perceived Job Attributes: An Exploratory Study of IT Professionals

The main purpose of this study was to investigate whether employee job satisfaction is associated with the congruence between desired and perceived job attributes. The desired and perceived levels of 30 job attributes were measured on employees from a large Information Technology (IT) company based in Romania. Results indicate that employees who experience congruence between desired and perceived job attributes have higher levels of overall job satisfaction, confirming the assumptions of the value congruence theory. In addition, the results of this study show that employee job satisfaction is associated with both intrinsic and extrinsic factors i.e., job attributes. This indicates that extrinsic factors can also be a source of job satisfaction, the same as intrinsic factors, which is contrary to what Herzberg's motivation-hygiene theory assumes.

Conclusion

The conclusion summarizes the reasons for Locke’s and Rousseau’s turn against absolutist congruence theory and toward a defense of authoritarian families in liberal states. They saw that the absolutists had failed to adequately grapple with the power of public opinion to undermine the sovereign authority that was supposed to control it, and they understood the enormous influence of opinion over our ideas and its potential to foreclose intellectual freedom. To defend that freedom for adults, they leaned on the family and its domestic education of children as a buttress and counterinfluence against the power of fashion and opinion. Recognizing this pedagogical role of personal authority in the foundations of liberalism may help us to resolve our own inability to find a place for the basic but private experience of personal authority, which, however much we wish it away, remains central to forming liberal public life

Target Congruence as a Means of Understanding the Risk of Bullying Victimization among Multicultural Family Youth in South Korea

This study used data from the Multicultural Adolescents Panel Study (MAPS) to apply propositions found in target congruence theory (TCT) to self-reported bullying victimization experienced by multicultural family youth living in South Korea. Results from a sample of 1,443 multicultural family youth show that indicators of target vulnerability (e.g., depression and acculturative stress) and target antagonism (e.g., Korean ability and perceptions toward South Korea) significantly predict school bullying victimization in the theoretically expected directions. Directly, our results highlight the importance of considering variables specific to children with multicultural backgrounds when developing anti-bullying campaigns. Broadly, our results suggest that propositions outlined in TCT may be useful when implementing programs intended to prevent victimization.

Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use

Although the research on the technology acceptance model (TAM) has received much attention, limited research has been done on the role of self-image congruence on the mobile application (app) intention to use. Therefore, leveraging the lens of the self-congruence theory, the primary objective of the present research is to examine the impact of self-image and functional congruence on the mobile app intention to use. We conduct a survey and collect 349 responses from Chinese smartphone users. The results of the current research reveal that self-image congruence is positively significantly related to mobile app intention to use. Also, our findings show that symbolic congruence is a vital determinant of the mobile app intention to use among Chinese smartphone users. Overall, the present study extends the understanding of TAM and concludes that symbolic congruence, such as functional attributes, is equally essential for technology intention to use. Moreover, this study extends the TAM and self-congruence theory literature by empirically investigating and validating the conceptual framework. The present study highlights the significance of self-image congruence to understand the user mobile app adoption behavior better. It provides important knowledge for the app developers, researchers, policymakers, and marketing managers of the famous social commerce and popular brand apps.