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

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. Design/methodology/approach: A total of N=252 valid responses were collected from the customers of service brands (e.g. bus riders), and the theoretical model was tested using exploratory factor analysis (EFA), structural equation modeling (SEM), and moderation analysis techniques. Findings: After assessing four types of congruity, we discovered that the influence of brand use image congruity had the greatest impact on service brand passion, followed by brand user image congruity, and actual self-congruity. Our moderation variable of gender revealed that the effect of actual self-congruity is more essential in building service brand passion among male than female customers, whereas the effect of ideal self-congruity is more important among female than male customers. Similarly, the effect of ideal self-congruity is more essential for boosting service brand passion among young than older customers, while brand use image congruity better promotes service brand passion among older but not young customers. Implications: This study offers strategies for boosting service brand passion among male (vs. female) and young (vs. older) customers in emerging markets. Originality: This is the first study to look into the effects of congruity types on service brand passion, and it has given marketers a framework for targeting customers based on their gender and age.

Effects of clothing congruity on male consumers’ perceptions of salesperson’s performance and consumers’ age as a moderation

“…We found that the effects of clothing congruity are different between adolescent and elderly consumers, providing insights into male consumers' apparel shopping behavior in these two specific age groups. Consistent with the findings of previous studies on the moderating effects of consumers' age, 12,34 the effect of clothing congruity on consumers' expectation of and satisfaction with salesperson's performance are stronger among elderly consumers than among adolescent consumers. Male elderly consumers have higher expectations of salesperson's performance and are more satisfied with the performance than male adolescent consumers if the salesperson wears a style of clothing similar to what the consumers prefer to wear.…”

“…Huaman-Ramirez 33 found that self-congruity causes older consumers to have more positive attitudes toward a tourist destination. Gilal et al 34 found that brand-user image congruity is more important for forming brand passion among older consumers than among younger consumers. These studies showed that consumers' age moderates the effects of self-congruity on consumers' attitudes and emotional states, and the self-congruity effect is stronger among older consumers than among younger consumers.…”

Secondhand consumption: A systematic literature review and future research agenda

“…Similarly, another area for future research is to look into how online ads on social media (e.g., Facebook) impact customer intention to buy secondhand products when they cannot really touch the product. Likewise, there is value in investigating how various dimensions of product design (such as affective, cognitive, reflective, and ergonomic aspects) and the availability of a variety of secondhand goods impact consumer decision‐making (Bhutto et al, 2021; Gilal, Memon, et al, 2022; Gilal, Shah, et al, 2022). This investigation could focus on comparing consumer behavior in physical versus online retail environments, particularly when customers have had positive or negative prior experiences with secondhand consumption.…”

“…This shall help the marketing scholars to differentiate and develop their target markets. Likewise, gender schema theory can also be used along with generational cohort theory to understand if there are any differences in the buying habits of generational cohorts (Gilal et al, 2021; Gilal, Memon, et al, 2022; Gilal, Shah, et al, 2022). We also recommend marketing scholars investigate secondhand consumption through the lens of Big Five personality traits (Barrera & Ponce, 2021).…”

“…The increasing awareness of sustainability and environmental consciousness among consumers has emerged as a major driver of secondhand consumption, which motivates consumers to think about products from a multi‐life perspective (Ertz et al, 2018). Acknowledging this trend, marketers are now employing advertising appeals that highlight the multiple lives of products as a value proposition, while also emphasizing sustainable disposal practices for goods (Dai & Sheng, 2022; Fortuna & Diyamandoglu, 2017; Gilal, Memon, et al, 2022; Gilal, Shah, et al, 2022).…”