IDEAS home Printed from https://ideas.repec.org/a/spr/svcbiz/v14y2020i1d10.1007_s11628-019-00409-1.html
   My bibliography  Save this article

Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?

Author

Listed:
  • Nicolas G. A. Lorgnier

    (Canisius College)

  • Nicolas Chanavat

    (Université de Rouen Normandie)

  • Che-Jen Su

    (Fu Jen Catholic University)

  • Shawn M. O’Rourke

    (Canisius College)

Abstract

This paper argues that international sport organizations may be able to use value congruity in order to assess the effect of their current corporate social responsibility strategy and develop better relationships with their consumers. Six studies (n = 1197) conducted in the United States and France before and after the 2016 and 2018 Olympic Games revealed that brand-based value congruity (BBVC) has a significant positive influence on relationship quality, which is consistent with other measures of self-congruity from the literature. The model demonstrated cross-cultural invariance. The Olympic Games influenced some of the direct and indirect effects of BBVC without significantly affecting the model.

Suggested Citation

  • Nicolas G. A. Lorgnier & Nicolas Chanavat & Che-Jen Su & Shawn M. O’Rourke, 2020. "Examining the influence of brand-based value congruity: do the values of the International Olympic Committee really matter?," Service Business, Springer;Pan-Pacific Business Association, vol. 14(1), pages 73-99, March.
    • Handle: RePEc:spr:svcbiz:v:14:y:2020:i:1:d:10.1007_s11628-019-00409-1
    DOI: 10.1007/s11628-019-00409-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11628-019-00409-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11628-019-00409-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stokburger-Sauer, Nicola & Ratneshwar, S. & Sen, Sankar, 2012. "Drivers of consumer–brand identification," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 406-418.
    2. Ruvio, Ayalla A. & Shoham, Aviv, 2016. "Consumer arrogance: Scale development and validation," Journal of Business Research, Elsevier, vol. 69(10), pages 3989-3997.
    3. Andrea Pérez & Patricia Martínez & Ignacio Rodríguez del Bosque, 2013. "The development of a stakeholder-based scale for measuring corporate social responsibility in the banking industry," Service Business, Springer;Pan-Pacific Business Association, vol. 7(3), pages 459-481, September.
    4. Marc Mazodier & Dwight Merunka, 2012. "Achieving brand loyalty through sponsorship: the role of fit and self-congruity," Post-Print hal-01822308, HAL.
    5. Jaehun Joo & Azizbek Marakhimov, 2018. "Antecedents of customer participation in business ecosystems: evidence of customers’ psychological ownership in Facebook," Service Business, Springer;Pan-Pacific Business Association, vol. 12(1), pages 1-23, March.
    6. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    7. Tuškej, Urška & Golob, Urša & Podnar, Klement, 2013. "The role of consumer–brand identification in building brand relationships," Journal of Business Research, Elsevier, vol. 66(1), pages 53-59.
    8. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    9. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
    10. Jiyoung Kim & Russell Lacey & Hae-Ryong Kim & Jaebeom Suh, 2019. "How CSR serves as a preventive mechanism for coping with dysfunctional customer behavior," Service Business, Springer;Pan-Pacific Business Association, vol. 13(4), pages 671-694, December.
    11. Sirgy, M. Joseph & Lee, Dong-Jin & Johar, J.S. & Tidwell, John, 2008. "Effect of self-congruity with sponsorship on brand loyalty," Journal of Business Research, Elsevier, vol. 61(10), pages 1091-1097, October.
    12. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
    13. Kressmann, Frank & Sirgy, M. Joseph & Herrmann, Andreas & Huber, Frank & Huber, Stephanie & Lee, Dong-Jin, 2006. "Direct and indirect effects of self-image congruence on brand loyalty," Journal of Business Research, Elsevier, vol. 59(9), pages 955-964, September.
    14. Jerónimo, Rita & Ramos, Tânia & Ferreira, Mário B., 2018. "Trait transference from brands to individuals: The impact of brand-behavior congruency," Journal of Business Research, Elsevier, vol. 88(C), pages 54-65.
    15. Ahn, Taehong & Ekinci, Yuksel & Li, Gang, 2013. "Self-congruence, functional congruence, and destination choice," Journal of Business Research, Elsevier, vol. 66(6), pages 719-723.
    16. Parent, Milena M. & Eskerud, Line & Hanstad, Dag Vidar, 2012. "Brand creation in international recurring sports events," Sport Management Review, Elsevier, vol. 15(2), pages 145-159.
    17. González-Rodríguez, M. Rosario & Díaz-Fernández, M. Carmen & Simonetti, Biagio, 2015. "The social, economic and environmental dimensions of corporate social responsibility: The role played by consumers and potential entrepreneurs," International Business Review, Elsevier, vol. 24(5), pages 836-848.
    18. Axel Rodríguez & Vicente Caballer & Natividad Guadalajara, 2011. "Assessing the intangibles transferred in franchise businesses," Service Business, Springer;Pan-Pacific Business Association, vol. 5(1), pages 29-46, March.
    19. Milena M. Parent & Line Eskerud & Dag Vidar Hanstad, 2012. "Brand creation in international recurring sports events," Sport Management Review, Taylor & Francis Journals, vol. 15(2), pages 145-159, April.
    20. Fink, Janet S., 2015. "Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?," Sport Management Review, Elsevier, vol. 18(3), pages 331-342.
    21. Ruth Jeanes & Ramón Spaaij & Jonathan Magee & Karen Farquharson & Sean Gorman & Dean Lusher, 2018. "‘Yes we are inclusive’: Examining provision for young people with disabilities in community sport clubs," Sport Management Review, Taylor & Francis Journals, vol. 21(1), pages 38-50, January.
    22. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    23. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    24. Masayuki Yoshida, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Taylor & Francis Journals, vol. 20(5), pages 427-442, December.
    25. Jeanes, Ruth & Spaaij, Ramón & Magee, Jonathan & Farquharson, Karen & Gorman, Sean & Lusher, Dean, 2018. "‘Yes we are inclusive’: Examining provision for young people with disabilities in community sport clubs," Sport Management Review, Elsevier, vol. 21(1), pages 38-50.
    26. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    27. Janet S. Fink, 2015. "Female athletes, women's sport, and the sport media commercial complex: Have we really “come a long way, baby”?," Sport Management Review, Taylor & Francis Journals, vol. 18(3), pages 331-342, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Nicolas G. A. Lorgnier & Che-Jen Su & Shawn M. O’Rourke, 2022. "Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 125-157, March.
    2. R. J. J. Voorn & G. Veen & T. J. L. Rompay & S. M. Hegner & A. T. H. Pruyn, 2021. "Human values as added value(s) in consumer brand congruence: a comparison with traits and functional requirements," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 48-59, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
    3. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.
    4. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    5. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.
    6. Kumar, Jitender & Nayak, Jogendra Kumar, 2018. "Brand community relationships transitioning into brand relationships: Mediating and moderating mechanisms," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 64-73.
    7. Elbedweihy, Alaa M. & Jayawardhena, Chanaka & Elsharnouby, Mohamed H. & Elsharnouby, Tamer H., 2016. "Customer relationship building: The role of brand attractiveness and consumer–brand identification," Journal of Business Research, Elsevier, vol. 69(8), pages 2901-2910.
    8. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    9. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
    10. Bettels, Jannick & Wiedmann, Klaus-Peter, 2019. "Brand logo symmetry and product design: The spillover effects on consumer inferences," Journal of Business Research, Elsevier, vol. 97(C), pages 1-9.
    11. Nicolas G. A. Lorgnier & Che-Jen Su & Shawn M. O’Rourke, 2022. "Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 125-157, March.
    12. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    13. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    14. Ilenia Confente & Wioleta Kucharska, 2021. "Company versus consumer performance: does brand community identification foster brand loyalty and the consumer’s personal brand?," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 8-31, January.
    15. Zhu, Xiajing & Teng, Lefa & Foti, Lianne & Yuan, Yige, 2019. "Using self-congruence theory to explain the interaction effects of brand type and celebrity type on consumer attitude formation," Journal of Business Research, Elsevier, vol. 103(C), pages 301-309.
    16. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
    17. Fethi Klabi, 2020. "To what extent do conspicuous consumption and status consumption reinforce the effect of self-image congruence on emotional brand attachment? Evidence from the Kingdom of Saudi Arabia," Journal of Marketing Analytics, Palgrave Macmillan, vol. 8(2), pages 99-117, June.
    18. Khalid Alharbi & Joon Kyoung Kim & Christopher Noland & Jackson Carter, 2022. "When Corporate Social Advocacy Meets Controversial Celebrity: The Role of Consumer–Brand Congruence and Consumer-Celebrity Congruence," Sustainability, MDPI, vol. 14(3), pages 1-19, February.
    19. Kolbl, Živa & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios, 2019. "Stereotyping global brands: Is warmth more important than competence?," Journal of Business Research, Elsevier, vol. 104(C), pages 614-621.
    20. Mandy Loh & Maisarah Ahmad & Suhaila Abdul Kadir & Syed Shah Alam, 2015. "Influence Of Customer Values And Self-Image Congruity On Customer Behavior-Based Crm Performance," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 23-44, May.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:svcbiz:v:14:y:2020:i:1:d:10.1007_s11628-019-00409-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.