IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v103y2019icp293-300.html
   My bibliography  Save this article

How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west

Author

Listed:
  • Gonzalez-Jimenez, Hector
  • Fastoso, Fernando
  • Fukukawa, Kyoko

Abstract

Despite a substantial body of self-congruity (SC) research (cf. Aguirre-Rodriguez, Bosnjak, & Sirgy, 2012) two important questions remain open: First, does the SC effect apply beyond Western countries. Second, does individual level culture moderate the SC effect? This study contributes to SC theory by developing hypotheses on the validity of the four SC effects across east and west and by studying the moderating impact of the individual level cultural variable self-construals on those four effects. This study tests its hypotheses through a survey of over 1600 consumers in an Eastern (India) and a Western (USA) country. Results show that the overall actual SC effect holds across east and west, while the ideal SC effect holds across contexts yet only for consumers with an independent self-construal. Meanwhile, the social SC effect holds in the Eastern but not in the Western context, while the ideal social SC effect does not hold in either context. Results further show a moderating effect of individual level culture on the SC effect, as the actual SC effect is stronger for interdependent consumers whereas the ideal SC effect is stronger for independent consumers across contexts. Finally, the findings of this study are used to advance managerial implications and to propose a refinement of SC theory.

Suggested Citation

  • Gonzalez-Jimenez, Hector & Fastoso, Fernando & Fukukawa, Kyoko, 2019. "How independence and interdependence moderate the self-congruity effect on brand attitude: A study of east and west," Journal of Business Research, Elsevier, vol. 103(C), pages 293-300.
  • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:293-300
    DOI: 10.1016/j.jbusres.2019.01.059
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296319300785
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2019.01.059?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. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    2. Jennifer Edson Escalas & James R. Bettman, 2005. "Self-Construal, Reference Groups, and Brand Meaning," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 378-389, December.
    3. Marc Mazodier & Dwight Merunka, 2012. "Achieving brand loyalty through sponsorship: the role of fit and self-congruity," Post-Print hal-01822308, HAL.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. Ekinci, Yuksel & Sirakaya-Turk, Ercan & Preciado, Sandra, 2013. "Symbolic consumption of tourism destination brands," Journal of Business Research, Elsevier, vol. 66(6), pages 711-718.
    6. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    7. N L Reynolds & A C Simintiras & A Diamantopoulos, 2003. "Theoretical justification of sampling choices in international marketing research: key issues and guidelines for researchers," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 80-89, January.
    8. 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.
    9. Hollenbeck, Candice R. & Kaikati, Andrew M., 2012. "Consumers' use of brands to reflect their actual and ideal selves on Facebook," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 395-405.
    10. Michael B. Beverland & Francis J. Farrelly, 2010. "The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 838-856, February.
    11. Jung, Jae Min & Kellaris, James J., 2006. "Responsiveness to authority appeals among young French and American consumers," Journal of Business Research, Elsevier, vol. 59(6), pages 735-744, June.
    12. Jiewen Hong & Hannah H. Chang, 2015. ""I" Follow My Heart and "We" Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(6), pages 1392-1411.
    13. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    14. Frank, Björn & Enkawa, Takao & Schvaneveldt, Shane J., 2015. "The role of individualism vs. collectivism in the formation of repurchase intent: A cross-industry comparison of the effects of cultural and personal values," Journal of Economic Psychology, Elsevier, vol. 51(C), pages 261-278.
    15. Sirgy, M. Joseph & Grewal, Dhruv & Mangleburg, Tamara, 2000. "Retail Environment, Self-Congruity, and Retail Patronage: An Integrative Model and a Research Agenda," Journal of Business Research, Elsevier, vol. 49(2), pages 127-138, August.
    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. Mukherjee, Debmalya & Kumar, Satish & Mukherjee, Deepraj & Goyal, Kirti, 2022. "Mapping five decades of international business and management research on India: A bibliometric analysis and future directions," Journal of Business Research, Elsevier, vol. 145(C), pages 864-891.
    2. Nazifi, Amin & Murdy, Samantha & Marder, Ben & Gäthke, Jana & Shabani, Bardia, 2021. "A Bit(coin) of happiness after a failure: An empirical examination of the effectiveness of cryptocurrencies as an innovative recovery tool," Journal of Business Research, Elsevier, vol. 124(C), pages 494-505.
    3. Tapas Ranjan Moharana & Debashree Roy & Garima Saxena, 2023. "Brand sponsorship effectiveness: how self-congruity, event attachment, and subjective event knowledge matters to sponsor brands," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 432-448, September.

    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. Arnold Japutra & Keni Keni & Bang Nguyen, 2016. "What’s in a university logo? Building commitment in higher education," Journal of Brand Management, Palgrave Macmillan, vol. 23(2), pages 137-152, March.
    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. Gonzalo Luna-Cortés & Luis Miguel López-Bonilla & Jesús Manuel López-Bonilla, 2019. "The influence of social value and self-congruity on interpersonal connections in virtual social networks by Gen-Y tourists," PLOS ONE, Public Library of Science, vol. 14(6), pages 1-17, June.
    4. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    5. 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).
    6. Luo, Biao & Fang, Wenpei & Shen, Jie & Cong, Xue Fei, 2019. "Gift–image congruence and gift appreciation in romantic relationships: The roles of intimacy and relationship dependence," Journal of Business Research, Elsevier, vol. 103(C), pages 142-152.
    7. Fastoso, Fernando & González-Jiménez, Héctor, 2020. "Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness," Journal of Business Research, Elsevier, vol. 121(C), pages 429-437.
    8. Thomas, Veronica L. & Yeh, Marie & Jewell, Robert D., 2015. "Enhancing valuation: the impact of self-congruence with a brand on the endowment effect," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 58(C), pages 178-185.
    9. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2019. "Self-congruence, brand attachment and compulsive buying," Journal of Business Research, Elsevier, vol. 99(C), pages 456-463.
    10. 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.
    11. 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.
    12. Souha Al-Geitany & Hasan Yousef Aljuhmani & Okechukwu Lawrence Emeagwali & Elsie Nasr, 2023. "Consumer Behavior in the Post-COVID-19 Era: The Impact of Perceived Interactivity on Behavioral Intention in the Context of Virtual Conferences," Sustainability, MDPI, vol. 15(11), pages 1-23, May.
    13. Debasis Pradhan & Ritu Malhotra & Tapas Ranjan Moharana, 2020. "When fan engagement with sports club brands matters in sponsorship: influence of fan–brand personality congruence," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 77-92, January.
    14. Kaufmann, Hans Ruediger & Petrovici, Dan Alex & Filho, Cid Gonçalves & Ayres, Adriano, 2016. "Identifying moderators of brand attachment for driving customer purchase intention of original vs counterfeits of luxury brands," Journal of Business Research, Elsevier, vol. 69(12), pages 5735-5747.
    15. Chiara Bartoli, 2022. "Consumer self-concept and digitalization: what does this mean for brands?," Italian Journal of Marketing, Springer, vol. 2022(4), pages 419-437, December.
    16. Pangarkar, Aniruddha & Patel, Jayesh & Kumar, Sampath K., 2023. "Drivers of eWOM engagement on social media for luxury consumers: Analysis, implications, and future research directions," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. 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).
    18. 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.
    19. 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.
    20. Baker, Thomas L. & Chari, Simos & Daryanto, Ahmad & Dzenkovska, Julija & Ifie, Kemefasu & Lukas, Bryan A. & Walsh, Gianfranco, 2020. "Discount venture brands: Self-congruity and perceived value-for-money?," Journal of Business Research, Elsevier, vol. 116(C), pages 412-419.

    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:eee:jbrese:v:103:y:2019:i:c:p:293-300. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.