Congruences between Consumer's Self-Concept and Brand Passion on Purchase Intention: Publicly Consumed Product (Car)

Article Sidebar

pdf
Published: Aug 27, 2021
Keywords:
Self-Congruence Brand Passion Purchase Intention

Main Article Content

Hathaichanok Chaiyawong
Faculty of Business Administration and Accountancy, Khon Kaen University
Kampanat Siriyota
Faculty of Business Administration and Accountancy, Khon Kaen University

Abstract

              The research is based on the consistency between self-concept and brand passion that affects publicly consumed product: (car). The online questionnaire (Google Form) as a tool was used to collect data towards 400 Thai consumer and aged 21-45 year old and using sem to analyzed data (Structural Equation Modeling: SEM) This research consists of variables (Self-congruence) which is divided into 2 dimensions which are 1) Actual-self congruence and 2) Ideal-self congruence and Brand Passion and Purchase intention variables. The research found that (ASCC) Actual-self congruence has a positive influence on (BPPP) Brand passion, contrast to (ISCC) Ideal-self congruence, non-influence (BPPP) Brand passion, and (PCII) Purchase intentions positive influence on (BPPP) Brand passion.

Article Details

How to Cite
Chaiyawong, H., & Siriyota, K. (2021). Congruences between Consumer’s Self-Concept and Brand Passion on Purchase Intention: Publicly Consumed Product (Car). KKBS Journal of Business Administration and Accountancy, 5(2), 17–50. Retrieved from https://so04.tci-thaijo.org/index.php/kkbsjournal/article/view/245150
Issue
Vol. 5 No. 2 (2021): May - August
Section
Research Articles

The articles published in the journals are the authors' opinions, not the opinion of the editorial team or administrative staff. The articles published is copyright of the Journal of Business Administration and Accounting, Khon Kaen University.

References

Aaker, D.A. (1991). Managing brand equity. New York: Free Press.

Ahuvia, A.C. (2005). Beyond the extended self: loved objects and consumers' identity narratives. The Journal of Consumer Research, 32(1), 171–85.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Albert, N., Merunka, D. & Valette-Florence, P. (2008). The feeling of love toward a brand: Concept and measurement. Advances in Consumer Research, 36, 300–7.

Albert, N., Merunka, D. & Valette-Florence, P. (2013). Brand passion: Antecedents and consequences. Journal of Business Research, 66(7), 904–909.

Assael, H. (2004). Consumer behavior: A strategic approach. Boston: Houghton Mifflin.

Astakhova, M., Swimberghe, K.R. & Wooldridge, B.R. (2017). Actual and ideal-self congruence and dual brand passion. Journal of Consumer Marketing, 34(7), 664–672.

Baumeister, R.F. & Bratslavsky, E. (1999). Passion, intimacy and time: passionate love as a function of change in intimacy. Personality and Social Psychology Review, 3(1), 47–67.

Bauer, H., Heinrich, D. & Martin, I. (2007). How to create high emotional consumer-brand relationships? The causalities of brand passion. Sydney: Australian & New Zealand Marketing Academy.

Berkman, H.W., Lindquist, J.D. & Sirgy, J.M. (1997). Consumer behavior. Chicago: NCT Business Book.

Coyle, J.R. & Esther, T. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising Research, 30, 65-77.

Chon, K. & Olsen, M.D. (1991). Functional and symbolic congruity approaches to consumer satisfaction/dissatisfaction in consumerism. Journal of the International Academy of Hospital Research, 3(4), 1-18.

Das, G. (2014). Linkages of retailer personality, perceived quality and purchase intention with retailer loyalty: A study of Indian non-food retailing. Journal of Retailing and Consumer Services, 21(3), 407-414.

Dolich, I.J. (1969). Congruence relationship between self-image and product brands. Journal of Marketing Research, 6(1), 80-84.

D’lima, C. (2018). Brand passion and its implication on consumer behavior. International Journal of Business Forecasting and Marketing Intelligence, 4(1), 30-42.

Dumaine, B. (1991). Design that sells and sells and…. Fortune, 123(5), 56-61.

Engel, J.F., Blackwell, R.D. & Miniard, P.W. (1995). Consumer behavior. 6th ed. Chicago: Dryden Press.

Govers, P.C.M. & Schoormans, J.P.L. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), 189-197.

Hatfield, E. & Walster, W.G. (1978). A new look at love. Lantham: University Press of America.

Hatfield, E. (1988). Passionate and companionate love. In R.J. Sternberg & M.L. Barnes (Eds.) The psychology of love (pp. 191–217). New Heaven: Yale University Press.

Hawkins, D.I., Best, R.J. & Coney, K.A. (2004). Consumer behavior: Building marketing strategy. 9th ed. New York: McGraw-Hill.

Hong J.W. & Zinkhan, G.M. (1995). Self-concept and advertising effectiveness: The influence of congruence, conspicuousness, and response mode. Psychology & Marketing, 12(1), 53-77.

Hosany, S. & Martin, D. (2011). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 1-7.

Holzwarth, M., Janiszewski, C. & Neumann, M.M. (2006). The influence of avatars on online consumer shopping behavior. Journal of Marketing, 70(4), 19–36.

Keh, H.T, Pang, J. & Peng, S. (2007). Understanding and measuring brand love. Santa Monica: Society for Consumer Psychology.

Khan, B.M. (2010). Brand personality and consumer congruity: Implications for advertising strategy. The IUP Journal of Brand Management, 7(1), 7-24.

Kotler, P. (2003). Marketing management. 11th ed. Upper Saddle River, NJ.: Prentice-Hall.

Kotler, P. & Keller K.L. (2016). Marketing management. 15th ed. Edinburgh: Pearson Education.

Malär, L. et al. (2011). Emotional brand attachment and brand personality: The relative importance of the actual self and the ideal self. Journal of Marketing, 75, 35-52.

Mukherjee, K. (2019). Social media marketing and customers’ passion for brands. Marketing Intelligence and Planning, 38(4), 509-522.

Palmatier, R.W. et al. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136-153.

Parker, B.T. (2009). A comparison of brand personality and brand user-imagery congruence. Journal of Consumer Marketing, 26(3), 175-184.

Phillippe, F.L., Vallerand, R.J. & Lavigne, G.L. (2009). Passion does make a difference in people's lives: A look at well-being in passionate and non-passionate individuals. Applied Psychology: Health and Well-Being, 1(1), 3–22.

Sirgy, M.J. (1982). Self-concept in consumer behavior: a critical review. The Journal of Consumer Research, 9(3), 287–300.

Sirgy, M.J. (1985). Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 13(3), 195-206.

Sirgy, M.J. et al. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.

Sirgy, M.J., Grewal, D. & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research, 49(2), 127-138.

Solomon, M.R. (2011). Consumer behavior. 9th ed. Upper Saddle River, N.J.: Prentice Hall.

Todd, S. (2001). Self-concept: A tourism application. Journal of Consumer Behavior, 1(2), 184-196.

Thomson, M. MacInnis, D.J. & Park, C.W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91

Vallerand, R.J et al. (2003). Les passions de l'âme: On obsessive and harmonious passion. Journal of Personality and Social Psychology, 85(4), 756–767.

Veryzer, R.W. (1995). Product design, aesthetics, and consumer research" in F.R. Kardes & M.Sujan, Eds. Advances in consumer research volume 22. Pravo, UT.: Association for Consumer Research.

Zeithaml, V.A., Parasuraman, A. & Berry, L.L. (1990). Delivering quality service: Balancing customer perceptions and expectations. New York: The Free.