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Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age

Author

Listed:
  • Gilal Faheem Gul

    (Sukkur IBA University, – Department of Business Administration Airport Road, Sukkur, Sindh 65200, Pakistan)

  • Memon Amjad Ali

    (Sukkur IBA University, – Department of Business Administration, Sukkur, Sindh, Pakistan)

  • Gilal Naeem Gul

    (Huazhong University of Science and Technology, – School of Management Wuhan, Hubei, China)

  • Gilal Rukhsana Gul

    (Sukkur IBA University, – Department of Business Administration Sukkur, Sindh, Pakistan)

  • Memon Ahsan Ali

    (Sukkur IBA University Sukkur, Sindh, Pakistan)

Abstract

Purpose: Using congruity theory, triangular theory of love, gender schema theory, and generational cohort theory, this study aimed to examine the relationships between congruity types and consumers’ service brand passion, along with the moderation effect of gender (i.e. male vs. female customers) and age (i.e. young vs. older customers) in these relationships.

Suggested Citation

  • Gilal Faheem Gul & Memon Amjad Ali & Gilal Naeem Gul & Gilal Rukhsana Gul & Memon Ahsan Ali, 2022. "Enhancing Service Brand Passion Through Self-Congruity: The Moderating Role of Gender and Age," Journal of Management and Business Administration. Central Europe, Sciendo, vol. 30(2), pages 83-102, June.
    • Handle: RePEc:vrs:jmbace:v:30:y:2022:i:2:p:83-102:n:1
    DOI: 10.7206/cemj.2658-0845.76
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    References listed on IDEAS

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    More about this item

    Keywords

    service brand passion; actual self-congruity; ideal self-congruity; user image congruity; image use congruity;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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