Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Gilal Faheem Gul (), Memon Amjad Ali (), Gilal Naeem Gul (), Gilal Rukhsana Gul () and Memon Ahsan Ali ()
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Gilal Faheem Gul: Sukkur IBA University, – Department of Business Administration Airport Road, Sukkur, Sindh 65200, Pakistan
Memon Amjad Ali: Sukkur IBA University, – Department of Business Administration, Sukkur, Sindh, Pakistan
Gilal Naeem Gul: Huazhong University of Science and Technology, – School of Management Wuhan, Hubei, China
Gilal Rukhsana Gul: Sukkur IBA University, – Department of Business Administration Sukkur, Sindh, Pakistan
Memon Ahsan Ali: Sukkur IBA University Sukkur, Sindh, Pakistan

Journal of Management and Business Administration. Central Europe, 2022, vol. 30, issue 2, 83-102

Abstract: Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) and age (i.e. young vs. older customers) in these relationships.

Keywords: service brand passion; actual self-congruity; ideal self-congruity; user image congruity; image use congruity (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:jmbace:v:30:y:2022:i:2:p:83-102:n:1

DOI: 10.7206/cemj.2658-0845.76

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