اثرات مستقیم و غیر مستقیم از تجانس خویشتن بینی را در وفاداری برند

The purpose of the paper is to test a model dealing with direct and indirect effects of self-image congruence on brand loyalty. The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. The model was tested using cars as the product stimulus in a survey of 600 car owners. We chose automobiles because cars are high in conspicuousness (therefore are likely to be evaluated using symbolic criteria) and are used across a variety of situations. The model was mostly supported by the data. First, the results document the paramount importance of self-congruity in predicting brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Additional managerial implications are discussed.

The consumer behavior literature has increasingly shown that brand attitude or evaluation is not only determined by functional facets of the brand but also by symbolic criteria (Park et al., 1986 and Sirgy, 1982). The motivation to express their own self is often the driving force that prompts consumers to purchase goods and services (Sirgy, 1986). Much research is available on self-image congruence (Sirgy et al., 2000 and Sirgy and Su, 2000). Self-image congruence refers to the match between consumers' self-concept (actual self, ideal self, etc.) and the user image (or “personality’) of a given product, brand, store, etc. “Self-image congruence”, “self-congruence,” “self-congruity”, and “image congruence” are used interchangeably in the consumer behavior literature. We conducted a study to focus on the effects of self-image congruence on brand loyalty. The study contributes to the literature on self-image congruence in several ways. First, much of the research in self-image congruence has predicted product preference (e.g., clothing style), brand preference, brand choice, consumer satisfaction, and store loyalty (Sirgy, 1982). No studies were found dealing with the effects of self-image congruence on brand loyalty related to consumer goods. Our study focuses on investigating the effects of self-image congruence on brand loyalty in the context of automobiles. Second, past research has shown that self-image congruence influences consumer behavior directly and indirectly through functional congruity (Sirgy et al., 1991). Functional congruity refers to the match between consumers' ideal expectations of utilitarian product features and their perceptions of how the brand is perceived along the same features. Our study extends the research in this area by developing a model asserting that the self-congruity effect on functional congruity is moderated by product involvement. That is, self-congruity affects functional congruity under high than low product involvement conditions. Third, the literature suggests that self-congruity plays a role in motivating consumers to process information (Mangleburg et al., 1998). That is, self-congruity heightens consumers' involvement with the product category. Our model incorporated the role of product involvement in the indirect effects of self-congruity on brand loyalty and tested those hypotheses. Finally, recent research on brand relationship quality (Fournier, 1994, Fournier, 1998, Aaker, 1996, Thorbjörnsen et al., 2002 and Aaker et al., 2004) has shown that this construct can be useful in predicting a variety of consumer behavior constructs. We put this construct to the test by arguing that self-congruity plays a role in brand relationship quality, which in turn contributes to predictive variance in brand loyalty. Our model also posits that the self-congruity effect on brand relationship quality is moderated by product involvement. That is, self-congruity is likely to positively influence brand relationship quality under high than low involvement conditions.

The findings of the study have three major theoretical implications. First, the results document the paramount importance of self-congruity in predicting brand loyalty. The direct effect from self-congruity on brand loyalty equals the predictive power of functional congruity and brand relationship quality on brand loyalty. Second, our study integrated the emerging construct of brand relationship quality into self-congruity theory. Until now, research has focused on the conceptualization and measurement of the construct (Fournier, 1994, Fournier, 1998 and Thorbjörnsen et al., 2002). Hayes et al. (2000) have suggested that brand personality does play an important role in brand relationship quality. Aaker et al. (2004) have investigated the impact of brand personality and brand transgression on brand relationship quality. Third, in regards to the hypothesized effect of self-congruity on functional congruity, the data were supportive. Evidence for the biasing effect of self-congruity on functional congruity has been sparse so far (Sirgy et al., 1991), and our study findings provide additional evidence to substantiate this effect. 5.1. Managerial implications Our study findings indicate that self-congruity plays a very important role in brand loyalty. This is due to its strong direct and indirect effects. This finding suggests three marketing strategies. First, brand managers, especially in the automobile industry, should imbue their brands with a clear brand personality. The brand personality should be tailored to the actual or ideal self-concept of target consumers. Accordingly, brand managers should identify the self-concept of their target consumers and build a brand personality (mostly through promotion) to match the self-concept of their consumers. Second, marketers are advised to recognize brand relationship quality as an important predictor of brand loyalty. Brand managers should make every effort to create positive customer–brand interactions. Doing so might foster a strong emotional bond between the customer and the brand, which strongly contributes to brand loyalty. Research should be conducted to identify a variety of social interactions with the brand that may lead to higher levels of brand relationship quality for target consumers. For example, a person who rates himself ideally very outdoorsy might be given a free weekend to try the brand's newest off-road vehicle. Our study also found that greater involvement with automobiles in general is likely to enhance brand relationship quality. Thus, we recommend that consumers who are highly involved with automobiles and experience high self-congruity with their cars should be targeted with special incentives and programs. Doing so should further strengthen their brand loyalty. 5.2. Study limitations and future research There are two recommendations we like to make for future research. Our first recommendation has to do with the role of functional congruity on brand loyalty. Although our study has shown that functional congruity does play an important role in brand loyalty, the study also underscored the fact that functional congruity does not play an exclusive role. Perhaps this may be the case because in today's automobile market there are so many competitor brands and there is little differentiation in terms of functional features. Second, one can argue that single versus joint car ownership may affect brand relationship quality and brand loyalty. Specifically, it may be more difficult to establish a high quality relationship with one's car if it is shared with another (e.g., spouse or sibling). Furthermore, one can argue that the length of the relationship with a given brand may play a pivotal role in brand relationship quality and brand loyalty. Imagine a family in which several generations bought a certain brand. Our study did not include measures of ownership status or length of relationship in the model. Future studies should investigate the moderating roles of ownership status and duration between self-congruity and brand relationship quality.