Self-concept and brand loyalty: Insights from major life events and coping mechanisms

Irina T. Toteva (), Selen Savas-Hall () and Justin R. Hall ()
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Irina T. Toteva: Georgia Southwestern State University
Selen Savas-Hall: Jacksonville University
Justin R. Hall: Jacksonville University

Journal of Brand Management, 2024, vol. 31, issue 1, No 5, 79-93

Abstract: Abstract The current research is the first to investigate the influence of a positive or a negative self-concept on behavioral brand loyalty. Research has established that consumers choose brands with personalities that are in alignment with their self-concept, and this self-brand congruence can affect brand loyalty. Moreover, people’s actual or ideal self-brand congruence has been found to positively influence brand loyalty. In the current research with one pretest and one study, we identify people’s positive or negative self-concept when compared to a past self that was influenced by a negative life event such as the 2020 pandemic. We find evidence that people who identify with a positive self, compared to a past self, tend to be more brand loyal than those who identify with a negative self. We also test the mediating role of coping mechanisms—active coping, positive reinterpretation, and seeking social support—and find a positive influence of seeking social support on brand loyalty. Theoretical and practical implications beyond the 2020 pandemic are discussed.

Keywords: Self-concept; Positive self; Negative self; Major life events; Brand loyalty (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41262-023-00334-9

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