Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty

Sop, Serhat Adem; Kozak, Nazmi

doi:10.1080/19368623.2019.1577202

Cited by 58 publications

(55 citation statements)

References 92 publications

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“…These studies agree that destination personality strongly affects self-congruity (Z. Huang et al, 2017;Sop & Kozak, 2019;N. Su & Reynolds, 2017).…”

Section: Destination Personality Self-congruity and Behavioral Intesupporting

confidence: 65%

“…Particularly, a relatively small number of tourism studies managed to confirm the relationship between self-congruity and intention to revisit (Kiliç & Sop, 2012;Yang et al, 2020) as well as intention to recommend (W. Kim & Malek, 2017;Rutelione et al, 2018). Others also established the relationship between self-congruity and tourist loyalty (i.e., revisit intention and recommend intention; Sop & Kozak, 2019). Accordingly, these empirical perspectives inform the following propositions: Proposition 2: Self-congruity has a positive influence on revisit intention.…”

Section: Destination Personality Self-congruity and Behavioral Intentionmentioning

confidence: 99%

“…Kim & Malek, 2017;Z. Liu et al, 2019;Sop & Kozak, 2019;N. Su & Reynolds, 2017;Yang et al, 2020), incorporating tourists' emotional experience in their conceptualization has been largely omitted.…”

Section: Introductionmentioning

confidence: 99%

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A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention

2020

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The aim of this conceptual article is to propose a comprehensive model that explains the impact of different relational variables on tourists’ behavioral intention (i.e., revisit intention and recommendation intention) and the relationship between those relational variables. Based on the existing studies and findings, the proposed model is strongly related with destination personality, self-congruity as well as tourists’ emotional experience and behavioral intention. Particularly, self-congruity performed as a potential mediator between destination personality and behavioral intention; meanwhile, the model incorporated tourists’ emotional experience as a potential moderator between self-congruity and behavioral intention. This conceptual article makes significant contributions to tourism literature by proposing an integrated model. It serves as a reference for tourism marketing practitioners who can derive insights into the potential economic advantages such as tourists’ loyalty and tourists’ behavioral benefits in the form of revisit intention and recommendation intention which can result from the effective implementation of marketing strategies.

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“…These studies agree that destination personality strongly affects self-congruity (Z. Huang et al, 2017;Sop & Kozak, 2019;N. Su & Reynolds, 2017).…”

Section: Destination Personality Self-congruity and Behavioral Intesupporting

confidence: 65%

Section: Destination Personality Self-congruity and Behavioral Intentionmentioning

confidence: 99%

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A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention

2020

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“…The term “self-concept” is considered to be the whole of the thoughts and feelings that the individual takes the self as the reference (Rosenberg, 1989 ). Self-congruity is an extension of self-concept, which plays a significant role in guiding and predicting people's attitudes and behaviors; it is widely applied in psychology, marketing, consumer behavior, and other fields (Sop and Kozak, 2019 ). Sirgy ( 1982 ) applied self-congruity to explain how self-concept and brand image (brand personality) interact with each other and influence the buying behavior of consumers.…”

Section: Literature Reviewmentioning

confidence: 99%

Actual Self-Image Versus Ideal Self-Image: An Exploratory Study of Self-Congruity Effects on Gambling Tourism

Lai

2021

Front. Psychol.

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This study aims to apply self-congruity theory to examine the relationship between self-congruity of tourists and their perceived image of a gambling destination. This study employs the Euclidean distance model and extends Malhotra's pars of adjectives with five new items about gambling motives. A face-to-face questionnaire survey was used, and a total of 152 samples were collected from tourists in Macau. The results show that the actual self-image of tourists is more related to their perception of Macau image. For actual congruence, tourists exhibit a greater tendency to match the informal, liberal, and emotional image of Macau. For ideal congruence, they have a tendency to match the contemporary, organized, and pleasant image of Macau. This study makes up for the deficiency of self-congruity theory in tourism research. This study helps tourism departments to develop appropriate strategies to promote gambling tourism and disseminate relevant information that can bring gambling destinations closer to tourists.

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“…Marka kişiliğiyle ilgili yapılan çalışmalarda marka kişiliğinin farklı boyutları kullanılmıştır. Yaygın olarak kullanılan boyutlar; heyecan, sağlamlık, samimiyet, çok yönlülük ve yeterliliktir (Hohenbergera ve Grohsb, 2020;Rutter vd., 2020;Masiello, Bonetti ve Izzo 2020;Sop ve Kozak, 2019;Kim vd., 2019;Kakitek, 2018;Mann ve Rawat, 2016;Šeimienė ve Jankovič, 2014). Yapılan çalışmalarda marka kişiliğinin; algılanan müşteri değeri, müşteri tatmini, marka imajı, müşteri sadakati, marka deneyimi, marka sadakati, marka güveni, marka taahhüdü, satın alma niyeti, müşteri deneyimi, marka tercihi ve fonksiyonel uyum gibi değişkenler üzerindeki etkileri araştırılmıştır (Kim vd., 2019;Henry vd., 2019;Cui, Liao ve Liu, 2019;Sop ve Kozak, 2019;Rhiu, 2016;Deveci vd., 2016;Mann ve Rawat, 2016;Kim, Lee ve Suh, 2015;Haa ve Jandab, 2014;Šeimienė ve Jankovič, 2014;Keng vd., 2013;Ivens ve Valta, 2012)…”

Section: Marka Kişiliğiunclassified

Marka Ki̇şi̇li̇ği̇ Boyutlarinin Marka Vefasi Boyutlari Üzeri̇ndeki̇ Etki̇leri̇ne Yöneli̇k Bi̇r Araştirma

YILDIZ

2020

Fırat Üniversitesi Sosyal Bilimler Dergisi

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Bu çalışmada marka kişiliği boyutlarının marka vefası boyutları üzerindeki etkileri araştırılmıştır. Bu amaçla Türkiye'de spor ayakkabı markaları içinde pazarda ilk üç sırayı alan Nike, New Balance ve Adidas markalı ayakkabıları kullanan tüketiciler üzerine bir araştırma yapılmıştır. Araştırma kapsamında 1-31 Temmuz 2019 tarihleri arasında, internetten 750 anket doldurulmuş ve her markadan 250 deneğe ulaşılmıştır. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler yol analizi (PLS-SEM) kullanılmıştır. Veriler SmartPLS 3.2.8 istatistik programı kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre, marka kişiliğinin alt boyutları olan; hümanizm, heyecan, profesyonellik ve zindeliğin marka vefasının alt boyutları olan; yardım etmeye hazır olma/affetme (performans), yardım etmeye hazır olma/affetme (fiyat), karşılıklı bağımlılık ve alternatiflerin küçülmesi üzerinde pozitif yönlü etkileri vardır.

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Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty

Cited by 58 publications

References 92 publications

A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention

A Theoretical Framework to Explain the Impact of Destination Personality, Self-Congruity, and Tourists’ Emotional Experience on Behavioral Intention

Actual Self-Image Versus Ideal Self-Image: An Exploratory Study of Self-Congruity Effects on Gambling Tourism

Marka Ki̇şi̇li̇ği̇ Boyutlarinin Marka Vefasi Boyutlari Üzeri̇ndeki̇ Etki̇leri̇ne Yöneli̇k Bi̇r Araştirma

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