Antecedents and consequences of self-congruity
Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-cong...
| Main Authors: | , |
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| Format: | Journal Article |
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Emerald
2015
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| Online Access: | http://hdl.handle.net/20.500.11937/4937 |
| _version_ | 1848744655227715584 |
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| author | Roy, Rajat Rabbanee, Fazlul |
| author_facet | Roy, Rajat Rabbanee, Fazlul |
| author_sort | Roy, Rajat |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses. Design/methodology/approach– A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS. Findings– Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand.Research limitations/implications– Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework. Practical implications– A better understanding of the findings has implications for brand positioning, advertising and packaging. Originality/value– Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand. |
| first_indexed | 2025-11-14T06:04:55Z |
| format | Journal Article |
| id | curtin-20.500.11937-4937 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:04:55Z |
| publishDate | 2015 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-49372017-09-13T16:06:09Z Antecedents and consequences of self-congruity Roy, Rajat Rabbanee, Fazlul Status consumption Need for uniqueness Structural equation modelling Social desirability Branding Self-congruity Purpose– This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses. Design/methodology/approach– A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS. Findings– Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand.Research limitations/implications– Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework. Practical implications– A better understanding of the findings has implications for brand positioning, advertising and packaging. Originality/value– Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand. 2015 Journal Article http://hdl.handle.net/20.500.11937/4937 10.1108/EJM-12-2013-0739 Emerald restricted |
| spellingShingle | Status consumption Need for uniqueness Structural equation modelling Social desirability Branding Self-congruity Roy, Rajat Rabbanee, Fazlul Antecedents and consequences of self-congruity |
| title | Antecedents and consequences of self-congruity |
| title_full | Antecedents and consequences of self-congruity |
| title_fullStr | Antecedents and consequences of self-congruity |
| title_full_unstemmed | Antecedents and consequences of self-congruity |
| title_short | Antecedents and consequences of self-congruity |
| title_sort | antecedents and consequences of self-congruity |
| topic | Status consumption Need for uniqueness Structural equation modelling Social desirability Branding Self-congruity |
| url | http://hdl.handle.net/20.500.11937/4937 |