The congruency between self and brand

Ningrum Nonik K. () and Ayem Sri ()
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Ningrum Nonik K.: Universitas Sarjanawiyata Tamansiswa, Jalan Kusumanegara 157 YogyakartaIndonesia
Ayem Sri: Universitas Sarjanawiyata Tamansiswa, Jalan Kusumanegara 157 YogyakartaIndonesia

HOLISTICA – Journal of Business and Public Administration, 2019, vol. 10, issue 1, 139-147

Abstract: The purpose of this study was to investigate the relationships between actual self congruence, brand attachment, brand involvement, and brand loyalty. This study applied quantitative explanatory research. Purposive random sampling was used as sampling technique. A number of 200 respondents, which have familiarity to a certain brand, was asked to fill in the questionnaire as primary survey data. The findings show that actual self-congruence significantly positive affects brand involvement, brand attachment, and brand loyalty. Future study should include ideal self-congruent to compare whether actual or ideal self-congruence which has a stronger correlation on brand involvement, attachment, and also brand loyalty. This study provides a basis for firms to have better understanding of actual self-congruence roles on building customer brand involvement, brand attachment, and also brand loyalty.

Keywords: actual self-congruence; brand involvement; brand attachment; and brand loyalty (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:hjobpa:v:10:y:2019:i:1:p:139-147:n:11

DOI: 10.2478/hjbpa-2019-0011

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