Does Self-congruence Mediate Brand Familiarity on Brand Attachment?

Nurul Myristica Indraswari (), Nonik Kusuma Ningrum (), Bernadetta Diansepti Maharani () and Rosni Ab Wahid ()
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Nurul Myristica Indraswari: Universitas Sarjanawiyata Tamansiswa, Department of Management
Nonik Kusuma Ningrum: Universitas Sarjanawiyata Tamansiswa, Department of Management
Bernadetta Diansepti Maharani: Universitas Sarjanawiyata Tamansiswa, Department of Management
Rosni Ab Wahid: Universiti Kuala Lumpur, Department of Business School

A chapter in Proceedings of the 1st International Conference on Management and Business (ICoMB 2022), 2023, pp 47-55 from Springer

Abstract: Abstract This study investigates how actual and ideal self-congruence regulate the relationship between brand familiarity and brand attachment. Quantitative research is part of this study. In this study, 200 respondents in total were used, with the sample method being purposeful random sampling. Structural equation modeling was applied to this study’s analysis. According to the study’s findings, brand familiarity influences actual and ideal self-congruence positively and significantly, actual and ideal self-congruence positively and significantly influences brand attachment, actual self-congruence partially mediates the effect of brand familiarity on brand attachment but ideal self-congruence does not mediate in the relationship between brand attachment. Future studies should be able to put this idea to the test utilizing an experimental research approach.

Keywords: brand familiarity; self-congruence; actual self-congruence; ideal self-congruence; brand attachment (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-160-9_6

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DOI: 10.2991/978-94-6463-160-9_6

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