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Effect of self-congruity with sponsorship on brand loyalty

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Cited by:

  1. Chatzigeorgiou, Chryssoula & Christou, Evangelos, 2016. "Destination branding and visitor brand loyalty: Evidence from mature tourism destinations in Greece," MPRA Paper 93897, University Library of Munich, Germany.
  2. Umesh Raut & Tamas Gyulavari & Erzsabet Malota, 2017. "The Role of Self-Congruity and Other Associative Variables on Consumer Purchase Decision," MIC 2017: Managing the Global Economy; Proceedings of the Joint International Conference, Monastier di Treviso, Italy, 24–27 May 2017,, University of Primorska Press.
  3. Olayinka David-West & Oluwasola Oni & Folajimi Ashiru, 2022. "Diffusion of Innovations: Mobile Money Utility and Financial Inclusion in Nigeria. Insights from Agents and Unbanked Poor End Users," Information Systems Frontiers, Springer, vol. 24(6), pages 1753-1773, December.
  4. 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(1), pages 83-102, June.
  5. Wang, Zi & Yuan, Ruizhi & Luo, Jun & Liu, Martin J., 2022. "Redefining “masstige” luxury consumption in the post-COVID era," Journal of Business Research, Elsevier, vol. 143(C), pages 239-254.
  6. Mukherjee, Sourjo & Althuizen, Niek, 2020. "Brand activism: Does courting controversy help or hurt a brand?," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 772-788.
  7. Hyun Ju Jeong & Jihye Kim, 0. "Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 0, pages 1-14.
  8. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
  9. Douglas R. Ewing & Chris T. Allen, 2017. "Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 405-422, October.
  10. Matzler, Kurt & Strobl, Andreas & Stokburger-Sauer, Nicola & Bobovnicky, Artur & Bauer, Florian, 2016. "Brand personality and culture: The role of cultural differences on the impact of brand personality perceptions on tourists' visit intentions," Tourism Management, Elsevier, vol. 52(C), pages 507-520.
  11. Lee, Jihyun & Lee, Yuri, 2015. "The interactions of CSR, self-congruity and purchase intention among Chinese consumers," Australasian marketing journal, Elsevier, vol. 23(1), pages 19-26.
  12. 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.
  13. Jenasha Tooray & Devina Oodith, 2017. "The Influence of Actual and Ideal Self-Congruity on Consumers' Purchase Intentions," Journal of Economics and Behavioral Studies, AMH International, vol. 9(4), pages 107-121.
  14. 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).
  15. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
  16. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
  17. Lacey, Russell & Close, Angeline G. & Finney, R. Zachary, 2010. "The pivotal roles of product knowledge and corporate social responsibility in event sponsorship effectiveness," Journal of Business Research, Elsevier, vol. 63(11), pages 1222-1228, November.
  18. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco, 2019. "The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 267-278.
  19. 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.
  20. Wu, Po-Hsuan & Lin, Chieh-Peng, 2016. "Learning to foresee the effects of social identity complexity and need for social approval on technology brand loyalty," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 188-197.
  21. Park, Hyun Jung & Lin, Li Min, 2020. "The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
  22. 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.
  23. Dai, Bo & Pelton, Lou E., 2018. "Exploring consumers’ skincare retail patronage," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 269-277.
  24. Wang, Michael Chih-Hung & Tang, Ya-Yun, 2018. "Examining the antecedents of sport team brand equity: A dual-identification perspective," Sport Management Review, Elsevier, vol. 21(3), pages 293-306.
  25. Licsandru, Tana Cristina & Cui, Charles Chi, 2018. "Subjective social inclusion: A conceptual critique for socially inclusive marketing," Journal of Business Research, Elsevier, vol. 82(C), pages 330-339.
  26. 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).
  27. 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.
  28. Asghar Afshar Jahanshahi & Jianfeng Jia, 2018. "Purchasing Green Products as a Means of Expressing Consumers’ Uniqueness: Empirical Evidence from Peru and Bangladesh," Sustainability, MDPI, vol. 10(11), pages 1-17, November.
  29. Gil, Luciana A. & Kwon, Kyoung-Nan & Good, Linda K. & Johnson, Lester W., 2012. "Impact of self on attitudes toward luxury brands among teens," Journal of Business Research, Elsevier, vol. 65(10), pages 1425-1433.
  30. 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.
  31. 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.
  32. 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.
  33. Jaskirat Singh Rai & Apar Singh, 2020. "The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League," IIM Kozhikode Society & Management Review, , vol. 9(2), pages 202-212, July.
  34. Chien, P. Monica & Cornwell, T. Bettina & Pappu, Ravi, 2011. "Sponsorship portfolio as a brand-image creation strategy," Journal of Business Research, Elsevier, vol. 64(2), pages 142-149, February.
  35. Saikat Banerjee & Bibek Ray Chaudhuri, 2022. "Brand love and party preference of young political consumers (voters)," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(3), pages 475-503, September.
  36. 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.
  37. 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.
  38. Sourjo Mukherjee & Niek Althuizen, 2020. "Brand Activism: Does Courting Controversy Help or Hurt a Brand?," Post-Print hal-03095886, HAL.
  39. Kristina Klein & Franziska Völckner & Hernán A. Bruno & Henrik Sattler & Pascal Bruno, 2019. "Brand Positioning Based on Brand Image–Country Image Fit," Marketing Science, INFORMS, vol. 38(3), pages 516-538, May.
  40. Belanche, Daniel & Casaló, Luis V. & Flavián, Marta & Ibáñez-Sánchez, Sergio, 2021. "Understanding influencer marketing: The role of congruence between influencers, products and consumers," Journal of Business Research, Elsevier, vol. 132(C), pages 186-195.
  41. Mason, Michela Cesarina & Moretti, Andrea & Raggiotto, Francesco & Paggiaro, Adriano, 2019. "Conceptualizing triathlon sport event travelers’ behavior," MPRA Paper 94187, University Library of Munich, Germany.
  42. Carlson, Brad D. & Donavan, D. Todd & Deitz, George D. & Bauer, Brittney C. & Lala, Vishal, 2020. "A customer-focused approach to improve celebrity endorser effectiveness," Journal of Business Research, Elsevier, vol. 109(C), pages 221-235.
  43. 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.
  44. 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.
  45. Albert, Noël & Ambroise, Laure & Valette-Florence, Pierre, 2017. "Consumer, brand, celebrity: Which congruency produces effective celebrity endorsements?," Journal of Business Research, Elsevier, vol. 81(C), pages 96-106.
  46. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
  47. Hyun Ju Jeong & Jihye Kim, 2020. "Benefits of cause-related marketing for companies and nonprofits: focusing on the roles of self-corporate congruity and issue involvement," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 17(3), pages 317-330, September.
  48. Lewin, Jeffrey & Rajamma, Rajasree K. & Paswan, Audhesh K., 2015. "Customer loyalty in entertainment venues: The reality TV genre," Journal of Business Research, Elsevier, vol. 68(3), pages 616-622.
  49. Augusto, Mário & Godinho, Pedro & Torres, Pedro, 2019. "Building customers’ resilience to negative information in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 235-248.
  50. Peluso, Alessandro M. & Rizzo, Cristian & Pino, Giovanni, 2019. "Controversial sports sponsorships: Effects of sponsor moral appropriateness and self-team connection on sponsored teams and external benefit perceptions," Journal of Business Research, Elsevier, vol. 98(C), pages 339-351.
  51. Algharabat, Raed & Rana, Nripendra P. & Alalwan, Ali Abdallah & Baabdullah, Abdullah & Gupta, Ashish, 2020. "Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
  52. Mazodier, Marc & Merunka, Dwight, 2014. "Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products," Journal of Business Research, Elsevier, vol. 67(7), pages 1552-1558.
  53. 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.
  54. 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.
  55. Chen, Xiayu & Shen, Junya & Wei, Shaobo, 2023. "What reduces product uncertainty in live streaming e-commerce? From a signal consistency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
  56. Razvan Zaharia & Rodica Milena Zaharia, 2015. "Psychology of Luxury Goods Consumer," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 200-208, July.
  57. Martin, David S. & Bourdeau, Brian L. & Stephan, John, 2020. "Measuring the effectiveness of facility naming rights sponsorships," Journal of Business Research, Elsevier, vol. 110(C), pages 51-64.
  58. 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.
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