Enhancing online brand experiences: An application of congruity theory

Lee, Seonjeong; Jeong, Mi-Young

doi:10.1016/j.ijhm.2014.03.008

Cited by 140 publications

(158 citation statements)

References 49 publications

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“…A recent study by S. A. Lee and Jeong (2014) demonstrated that congruity between self-image and brand image has a positive relationship with hotel customers' brand trust. Therefore, consumers tend to select the brands that most closely reflect their self-image.…”

Section: Self-congruity In Advertisingmentioning

confidence: 99%

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Yoon

Kim

2015

Journal of Hospitality Marketing & Management

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This study examines the impacts of self-congruity and source credibility (i.e., attractiveness, trustworthiness, and expertise) on consumer responses to coffeehouse advertising. This study tests the model and associated hypotheses based on responses from a sample of 403 participants recruited via snowball sampling. The result of the structural equation modeling reveals that self-congruity is a significant predictor of source credibility, and that the three dimensions of source credibility are important factors influencing consumers' attitudes and purchase intentions. The multigroup analysis shows that spokesperson type (i.e., celebrity vs. noncelebrity) moderates the relationship between self-congruity and source attractiveness. Further, this study finds that source credibility mediates the relationship between self-congruity and ad attitude. We discuss both academic and practical implications of these findings.

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Section: Self-congruity In Advertisingmentioning

confidence: 99%

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Yoon

Kim

2015

Journal of Hospitality Marketing & Management

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“…By comparing the new food with the existing schemas, a person decides whether the new food should be categorized as a fruit or a grain. Schema congruity is important in a consumer environment, as it has been demonstrated to affect the consumer's evaluative judgments of the product or service (Carvalho, Samu, and Sivaramakrishnan 2011;Chang et al 2014;Lee and Jeong 2014;Noseworthy and Trudel 2011).…”

Section: Schema Congruity and Product Categorizationmentioning

confidence: 99%

Understanding Perceptions of E-cigarette Use in Shared Consumption Spaces

Line

Hanks

et al. 2015

Cornell Hospitality Quarterly

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In the absence of state or federal laws governing the public use of electronic cigarettes (e-cigarettes), hospitality organizations are often forced to decide, on an individual basis, whether or not to allow the use of these products in the consumption environment. Unfortunately, because the behavioral effects of e-cigarette use on nonusers are poorly understood, such decisions are often based on the personal views of management and/or anecdotal evidence from customers rather than on theoretically based empirical evidence. The purpose of this research is to explore the e-cigarette phenomenon from the perspective of schema congruity in an effort to better understand how consumers react to the use of e-cigarettes in shared consumption spaces. To these ends, data were collected from 228 consumers in the United States. Results of both qualitative and quantitative analyses suggest that evaluations of e-cigarettes vary significantly based on the social distance from the referent user as well as on salient contextual norms. In addition, schema congruity was found to affect both attitudinal perceptions of e-cigarette use and perceptions of restaurant policy concerning e-cigarettes. The results suggest that, when it comes to e-cigarette policy, consideration must be given to both property-level characteristics (i.e., norm salience) and product-level perceptions (i.e., schema congruity).

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“…This study will examine how selfcongruity influences customer loyalty moderated by shop experience. Previous studies discuss how self-congruity influences loyalty (Das, 2014;Sirgy, Lee, Johar, & Tidwell, 2008) and the application of the congruity theory in relation to online customer experience (Ally & Jeong, 2014). Loyalty is not created by itself, there must be the moderating variable and that is why the present study includes customer experience.…”

Section: Introductionmentioning

confidence: 97%

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

Wijaya

2017

EBER

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A B S T R A C T Objective:This study aims to understand the interrelationship between customer experience, self-congruity, and customer loyalty in the fashion industry. Previous studies have examined the direct effect of self-congruity on loyalty without taking into account the factor of customers' shopping experience, which may moderate customers' impression of a fashion. Research Design & Methods:This study employed questionnaires distributed to 100 respondents. Collected data was processed using PLS-SEM. The target respondents were between 18-30 years old. Individuals in that age band have dynamic dressing styles, so interesting to study. In the present study, the data from the respondents was processed in order to determine the inner model, the outer model, and hypothesis testing. Findings:The results of this study suggest that customer experience plays a significant role in moderating the effect of self-congruity on customer loyalty. This means that even though customers feel comfortable with a store's image, however if they have bad experience, such experience may cause these customers not to be loyal. Implications & Recommendations: Research reveals that consumers are very concerned towards their experience when shopping. Stores should provide service that can make their customers feel comfortable and pleased. Contribution & Value Added: This study provides new insights into attempts to maintain customer loyalty. Several research was studied on self-congruity and loyalty, yet this is the first study that depict how experience moderating self-congruity towards loyalty. Article type: research paper

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Enhancing online brand experiences: An application of congruity theory

Cited by 140 publications

References 49 publications

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Effects of Self-Congruity and Source Credibility on Consumer Responses to Coffeehouse Advertising

Understanding Perceptions of E-cigarette Use in Shared Consumption Spaces

Role of Experience in Customer Self-Congruity to Maintaining Loyalty: A Study on Fashion Store

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