Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
Purpose: This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment. Design/methodology/approach: An online survey wi...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald
2021
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| Online Access: | http://hdl.handle.net/20.500.11937/87065 |
| _version_ | 1848764894446354432 |
|---|---|
| author | Chieng, Fayrene Sharma, Piyush Kingshott, Russel Roy, R. |
| author_facet | Chieng, Fayrene Sharma, Piyush Kingshott, Russel Roy, R. |
| author_sort | Chieng, Fayrene |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose:
This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.
Design/methodology/approach:
An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).
Findings:
The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.
Research limitations/implications:
This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).
Originality/value:
This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment. |
| first_indexed | 2025-11-14T11:26:36Z |
| format | Journal Article |
| id | curtin-20.500.11937-87065 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:26:36Z |
| publishDate | 2021 |
| publisher | Emerald |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-870652023-02-15T06:14:54Z Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment Chieng, Fayrene Sharma, Piyush Kingshott, Russel Roy, R. Purpose: This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment. Design/methodology/approach: An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM). Findings: The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment. Research limitations/implications: This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention). Originality/value: This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment. 2021 Journal Article http://hdl.handle.net/20.500.11937/87065 10.1108/JPBM-12-2020-3250 Emerald fulltext |
| spellingShingle | Chieng, Fayrene Sharma, Piyush Kingshott, Russel Roy, R. Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title | Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title_full | Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title_fullStr | Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title_full_unstemmed | Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title_short | Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| title_sort | interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment |
| url | http://hdl.handle.net/20.500.11937/87065 |