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Effect of self-congruity with sponsorship on brand loyalty · Study

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ArticleEffect of self-congruity with sponsorship on brand loyalty

M. Joseph Sirgy2007

Article2007

Effect of self-congruity with sponsorship on brand loyalty

M. Joseph Sirgy · Dong‐Jin Lee · Jotindar S. Johar · John Tidwell

375 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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References

1989Social Identity Theory and the Organization 1997Dimensions of Brand Personality 2000The Past, Present, and Future of an Identity Theory 1982Self-Concept in Consumer Behavior: A Critical Review 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 1986Strategic Brand Concept-Image Management 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer 1967Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach

Cited by

2019The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement 2021Understanding influencer marketing: The role of congruence between influencers, products and consumers 2015Exploring the Implications of Virtual Reality Technology in Tourism Marketing: An Integrated Research Framework 2020Brand activism: Does courting controversy help or hurt a brand?2019Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media

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2009The Matching Effect of Brand and Sporting Event Personality: Sponsorship Implicationsarticle · 8 shared references 2012Sporting event personality: scale development and sponsorship implicationsarticle · 8 shared references 2015Sports sponsorship effects on customer equity: an Asian market applicationarticle · 7 shared references 2013Self-Concept, Product Involvement, and Responses to Self-Congruent Advertisingarticle · 7 shared references 2018Self-congruity theory in consumer behavior: A little historyarticle · 6 shared references 2012Evolving priorities in sponsorship: From media management to network managementarticle · 6 shared references

Details

Year2007

Typearticle

Published2007-12-04

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations375

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2007.09.022

openalex_workW1997442570

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2011Symbolic consumption of tourism destination brands

2011Achieving brand loyalty through sponsorship: the role of fit and self-congruity

2018Self-congruity theory in consumer behavior: A little history