IDEAS home Printed from https://ideas.repec.org/a/zbw/espost/200084.html
   My bibliography  Save this article

Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type

Author

Listed:
  • Sheeraz, Muhammad
  • Qadeer, Faisal
  • Masood, Mirha
  • Hameed, Imran

Abstract

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the association of self-congruence facets and emotional brand attachment. Furthermore, the study investigates the association of self-congruence facets and emotional brand attachment depending upon product type. The study followed a mixed method research approach and involved a focus group study and a survey. Hypotheses testing (through AMOS and Process Macro) indicated that ideal self-congruence yielded substantial influence on product involvement and emotional brand attachment. Whereas, ideal self-congruence direct effect on emotional brand attachment turned out to be insignificant in presence of mediator. Furthermore, the effect of product involvement on emotional brand attachment significantly depends upon product type. The conditional indirect effect of self-congruence facets was stronger for hedonic brands as compared to utilitarian brands. The study contributes to marketing literature by discovering product involvement as processing mechanism between the debate of self-congruence facets and emotional brand attachment. The study is first in nature to investigate the moderating role of product type in the relationship and exploring conditional indirect on emotional brand attachment.

Suggested Citation

  • Sheeraz, Muhammad & Qadeer, Faisal & Masood, Mirha & Hameed, Imran, 2018. "Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 12(2), pages 598-616.
    • Handle: RePEc:zbw:espost:200084
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/200084/1/2018-Sheeraz%20et%20al-Self-congruence%20facets%20and%20emotional%20brand%20attachment-The%20role%20of%20product%20involvement%20and%20product%20type.pdf
    Download Restriction: no
    ---><---

    Citations

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


    Cited by:

    1. Ali, Nimra & Sheeraz, Muhammad, 2023. "How do I look: The role of Brand Anthropomorphism and Implicit Self-Theories on Brand Evaluations?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 2(1), pages 51-70.
    2. 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.
    3. Salman Hussain & Jibran Khan & Asadullah Lakho & Abdul Saleem, 2022. "Implementation of Theory of Planned Behavior to Understand Brand love and Its Outcomes," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 8(4), pages 152-137, December.
    4. Alabed, Amani & Javornik, Ana & Gregory-Smith, Diana, 2022. "AI anthropomorphism and its effect on users' self-congruence and self–AI integration: A theoretical framework and research agenda," Technological Forecasting and Social Change, Elsevier, vol. 182(C).

    More about this item

    Keywords

    actual self-congruence; ideal self-congruence; product involvement; emotional brand attachment; hedonic brands; utilitarian brands; Pakistani consumers;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

    Statistics

    Access and download statistics

    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:zbw:espost:200084. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/zbwkide.html .

    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.