The Influence of Self-Congruity, Brand Personality and Brand Performance on Store Loyalty

Morschett Dirk, Schramm-Klein Hanna, Hälsig Frank and Magali Jara ()
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Morschett Dirk: Universität des Saarlandes [Saarbrücken] = Saarland University [Saarbrücken]
Schramm-Klein Hanna: Universität des Saarlandes [Saarbrücken] = Saarland University [Saarbrücken]
Hälsig Frank: Trier University of Applied Sciences
Magali Jara: Nantes Univ - Nantes Université

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Abstract: Retail branding has tremendously gained in importance in retail literature (Ailawadi and Keller 2004). However, studies on the antecedents and the consequences of a retail brand are rare. In consumer research, the interest in understanding and measuring the symbolic meaning consumers attribute to brands has become an important research topic (Austin, Siguaw, and Mattila 2003). Considerable attention has been given to the construct selfcongruity, which describes how closely a consumer's self-concept fits the brand personality. Many studies have examined the effects of self-congruity on consumer behavior (see reviews by Bauer, Mäder, and Wagner 2006). However, self-congruity research in retailing has been limited (Sirgy, Grewal, and Mangleburg 2000).

Keywords: private labels; Brand Personality; Performance; Loyalty; retailing (search for similar items in EconPapers)
Date: 2008-12-01
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Published in European Advances in Consumer Research, 2008

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-05759234

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