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Self-Congruity and Functional Congruity in Brand Loyalty

Juhee Kang · Liang Rebecca Tang · Ju Yup Lee

106 citations0/0 files storedJournal of Hospitality & Tourism Research

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

Abstract

This study used image congruity theory to understand customer loyalty in name-brand coffee shops in Korea. The authors developed and tested a structural model that links image congruity (self-congruity and functional congruity) and brand loyalty components (cognitive, affective, and conative loyalty). The elaboration likelihood model was used to understand the information processing underlying the structural model. The results showed that self-congruity significantly influences both cognitive and affective loyalty in the central route of persuasion. Functional congruity significantly influences cognitive loyalty in the peripheral route of communication. This study suggests promotional strategies for the marketers of name-brand coffee shops in Korea.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988On the Evaluation of Structural Equation Models 1980Significance tests and goodness of fit in the analysis of covariance structures.1970Back-Translation for Cross-Cultural Research 1982The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun 1973A Reliability Coefficient for Maximum Likelihood Factor Analysis 1999Whence Consumer Loyalty?2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty

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