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

Author

Listed:
  • Irina T. Toteva

    (Georgia Southwestern State University)

  • Selen Savas-Hall

    (Jacksonville University)

  • Justin R. Hall

    (Jacksonville University)

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.

Suggested Citation

  • Irina T. Toteva & Selen Savas-Hall & Justin R. Hall, 2024. "Self-concept and brand loyalty: Insights from major life events and coping mechanisms," Journal of Brand Management, Palgrave Macmillan, vol. 31(1), pages 79-93, January.
    • Handle: RePEc:pal:jobman:v:31:y:2024:i:1:d:10.1057_s41262-023-00334-9
    DOI: 10.1057/s41262-023-00334-9
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    References listed on IDEAS

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