Self-image congruence in consumer behavior

Sameer Hosany and Drew Martin

Journal of Business Research, 2012, vol. 65, issue 5, 685-691

Abstract: Self-image congruence helps explain and predict different facets of consumer behavior. To date, application of self-congruence theories to tourist post-travel evaluations is limited. This study tests a model that includes self-image congruence, cruise ship passengers' experiences, satisfaction, and behavioral intention. Path modeling tests the hypotheses using a sample of 169 cruise ship travelers. Results indicate that self-image congruence (actual and ideal) affects passengers' experiences but indirectly influences satisfaction levels. Satisfaction positively relates to respondents' propensity to recommend. Overall, this research advances the understanding of cruise ship passengers' experiences and behaviors offering important managerial implications.

Keywords: Self-image congruence; Cruise ship passenger experiences; Satisfaction; Intention to recommend (search for similar items in EconPapers)
Date: 2012
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Citations: View citations in EconPapers (52)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:5:p:685-691

DOI: 10.1016/j.jbusres.2011.03.015

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