IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v86y2018icp446-456.html
   My bibliography  Save this article

Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective

Author

Listed:
  • Shamah, Rania A.M.
  • Mason, Michela C.
  • Moretti, Andrea
  • Raggiotto, Francesco

Abstract

Does customer self-congruity drive loyalty in fast-food restaurants? A literature-based model has been tested using Structural Equation Modeling, on a sample of 911 North African fast-food customers (Egypt and Morocco). The model estimates both the direct and indirect relationships between self-congruity and loyalty. The indirect relationships estimated in the model are mediated by some key restaurant cues derived from existing literature on fast-food restaurants. The analysis is carried out in a quite underexplored context (North African markets), that needs to be further explored by academic research. Results clearly show the dominant role of self-congruity as an antecedent of loyalty in fast-food restaurants, and the prominent role of food as a mediator in the relationship self-congruity/loyalty. Findings should suggest managers the need to consider self-congruity as a key determinant of customer positioning.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:86:y:2018:i:c:p:446-456
    DOI: 10.1016/j.jbusres.2017.05.020
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296317301662
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2017.05.020?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. De Nisco, Alessandro & Warnaby, Gary, 2014. "Urban design and tenant variety influences on consumers' emotions and approach behavior," Journal of Business Research, Elsevier, vol. 67(2), pages 211-217.
    2. Ross, Ivan, 1971. "Self-Concept and Brand Preference," The Journal of Business, University of Chicago Press, vol. 44(1), pages 38-50, January.
    3. Mike W Peng & Denis Y L Wang & Yi Jiang, 2008. "An institution-based view of international business strategy: a focus on emerging economies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(5), pages 920-936, July.
    4. Massicotte, Marie-Claude & Michon, Richard & Chebat, Jean-Charles & Joseph Sirgy, M. & Borges, Adilson, 2011. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 74-80.
    5. Yuksel, Atila & Yuksel, Fisun & Bilim, Yasin, 2010. "Destination attachment: Effects on customer satisfaction and cognitive, affective and conative loyalty," Tourism Management, Elsevier, vol. 31(2), pages 274-284.
    6. Prentice, Catherine, 2014. "Who stays, who walks, and why in high-intensity service contexts," Journal of Business Research, Elsevier, vol. 67(4), pages 608-614.
    7. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    8. Magali Jara & Gérard Cliquet, 2012. "Retail brand equity: Conceptualization and measurement," Post-Print halshs-00675161, HAL.
    9. Rischke, Ramona & Kimenju, Simon C. & Klasen, Stephan & Qaim, Matin, 2015. "Supermarkets and food consumption patterns: The case of small towns in Kenya," Food Policy, Elsevier, vol. 52(C), pages 9-21.
    10. Turley, L. W. & Milliman, Ronald E., 2000. "Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence," Journal of Business Research, Elsevier, vol. 49(2), pages 193-211, August.
    11. Thomas Reardon & C. Peter Timmer, 2012. "The Economics of the Food System Revolution," Annual Review of Resource Economics, Annual Reviews, vol. 4(1), pages 225-264, August.
    12. Helgesen, Øyvind & Ivar Håvold, Jon & Nesset, Erik, 2010. "Impacts of store and chain images on the “quality–satisfaction–loyalty process†in petrol retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 109-118.
    13. 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.
    14. Miguel Rivera-Santos & Diane Holt & David Littlewood & Ans Kolk, 2015. "Social Entrepreneurship in Sub-Saharan Africa," Post-Print hal-02276715, HAL.
    15. Neeru Paharia & Anat Keinan & Jill Avery & Juliet B. Schor, 2011. "The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(5), pages 775-790.
    16. Lane Keller, Kevin & Moorthi, Y. L. R., 2003. "Branding in developing markets," Business Horizons, Elsevier, vol. 46(3), pages 49-59.
    17. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
    18. 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.
    19. Haj-Salem, Narjes & Chebat, Jean Charles & Michon, Richard & Oliveira, Sandra, 2016. "Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity," Journal of Business Research, Elsevier, vol. 69(3), pages 1219-1227.
    20. 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.
    21. 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.
    22. Hartman, Katherine B. & Spiro, Rosann L., 2005. "Recapturing store image in customer-based store equity: a construct conceptualization," Journal of Business Research, Elsevier, vol. 58(8), pages 1112-1120, August.
    23. Hosany, Sameer & Martin, Drew, 2012. "Self-image congruence in consumer behavior," Journal of Business Research, Elsevier, vol. 65(5), pages 685-691.
    24. Miguel Rivera-Santos & Diane Holt & David Littlewood & Ans Kolk, 2015. "Social Entrepreneurship in Sub-Saharan Africa," Post-Print hal-02311966, HAL.
    25. Mergenthaler, Marcus & Weinberger, Katinka & Qaim, Matin, 2009. "The food system transformation in developing countries: A disaggregate demand analysis for fruits and vegetables in Vietnam," Food Policy, Elsevier, vol. 34(5), pages 426-436, October.
    26. Das, Gopal, 2014. "Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 130-138.
    27. 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. Anna Watson & Rozenn Perrigot & Olufunmilola (lola) Dada, 2023. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Post-Print hal-04194919, HAL.
    2. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    3. 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).
    4. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen & Sabri, Mohamad Fazli & Kamal Basha, Norazlyn, 2021. "Go loud or go home? How power distance belief influences the effect of brand prominence on luxury goods purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. 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.
    6. Agag, Gomaa & Durrani, Baseer Ali & Shehawy, Yasser Moustafa & Alharthi, Majed & Alamoudi, Hawazen & El-Halaby, Sherif & Hassanein, Ahmed & Abdelmoety, Ziad H., 2023. "Understanding the link between customer feedback metrics and firm performance," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    7. Wang, Xuehua & Wang, Xiaoyu & Lei, Jing & Chao, Mike Chen-ho, 2021. "The clothes that make you eat healthy: The impact of clothes style on food choice," Journal of Business Research, Elsevier, vol. 132(C), pages 787-799.
    8. Nadia Rashid & Fayaz A. Nika & George Thomas, 2021. "Impact of Service Encounter Elements on Experiential Value and Customer Loyalty: An Empirical Investigation in the Coffee Shop Context," SAGE Open, , vol. 11(4), pages 21582440211, November.
    9. Hafiz Ihsan Ur Rehman & Ayeza Zubair & Maryem Bibi & Saleem Parvaiz & Hafiz Muhammad Imran Akram, 2023. "Impact Of Religiosity And Self-Congruence On Impulsive And Obsessive Behaviour: A Mediation And Moderation Perspective," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 12(2), pages 18-33.
    10. Yu-Lung Lee & Lee-Yun Pan & Chin-Hsien Hsu & De-Chih Lee, 2018. "Exploring the Sustainability Correlation of Value Co-Creation and Customer Loyalty-A Case Study of Fitness Clubs," Sustainability, MDPI, vol. 11(1), pages 1-15, December.
    11. Confente, Ilenia & Scarpi, Daniele & Russo, Ivan, 2020. "Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value," Journal of Business Research, Elsevier, vol. 112(C), pages 431-439.

    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. 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.
    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. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.
    4. Willems, Kim, 2022. "Brand personality appeal in retailing: Comparing fashion- and grocery retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    5. 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.
    6. 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.
    7. 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.
    8. Adnan Zogaj & Dieter K. Tscheulin & Jörg Lindenmeier & Stephan Olk, 2021. "Linking actual self-congruence, ideal self-congruence, and functional congruence to donor loyalty: the moderating role of issue involvement," Journal of Business Economics, Springer, vol. 91(3), pages 379-400, April.
    9. Song, Hanqun & Yang, Huijun & Ma, Emily, 2022. "Restaurants’ outdoor signs say more than you think: An enquiry from a linguistic landscape perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Das, Gopal, 2014. "Factors affecting Indian shoppers׳ attitude and purchase intention: An empirical check," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 561-569.
    11. El Hedhli, Kamel & Zourrig, Haithem & Park, Jeongsoo, 2017. "Image transfer from malls to stores and its influence on shopping values and mall patronage: The role of self-congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 208-218.
    12. Massicotte, Marie-Claude & Michon, Richard & Chebat, Jean-Charles & Joseph Sirgy, M. & Borges, Adilson, 2011. "Effects of mall atmosphere on mall evaluation: Teenage versus adult shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 74-80.
    13. 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.
    14. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
    15. 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.
    16. Chebat, Jean-Charles & El Hedhli, Kamel & Sirgy, M. Joseph, 2009. "How does shopper-based mall equity generate mall loyalty? A conceptual model and empirical evidence," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 50-60.
    17. 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.
    18. 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.
    19. 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.
    20. Shaohua Yang & Salmi Mohd Isa & T. Ramayah, 2020. "A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention," SAGE Open, , vol. 10(4), pages 21582440209, December.

    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:86:y:2018:i:c:p:446-456. 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.