I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?

CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality

“…Service brand loyalty was measured by three items from future behavioral intention scale (see, e.g., Cronin et al, 2000;He and Mukherjee 2007;Wang et al, 2004). SQ was measured by three items (Wang et al, 2004), which has been used to measure the OSQ perception of a telecommunication service brand.…”

“…First, customer satisfaction refers to the accumulated general emotional evaluation of a company's services over time (Anderson et al, 2004). Marketing literature has ample evidence on the influence of customer satisfaction on customer loyalty (e.g., Anderson and Sullivan, 1993;Andreassen and Lindestad, 1998;Bloemer and de Ruyter, 1998;He and Mukherjee, 2007;Oliver, 1997Oliver, , 1999RussellBennett et al, 2007;Suh and Yi, 2006). Second, brand identification has a positive effect on customer satisfaction.…”

Self-congruence, functional congruence, and destination choice

“…Previous research shows self-congruence plays a significant role in predicting various consumer behavior aspects such as advertising effectiveness, product attitude, brand choice, brand preference, brand loyalty, and satisfaction (Bjerke and Polegato, 2006;Ekinci and Riley, 2003;He and Mukherjee, 2007;Kressmann, Sirgy, Herrmann, Huber, Huber and Lee, 2006). Surprisingly, the simultaneous effect of the self-congruence and functional congruence on destination choice is left largely under-investigated.…”

Understanding customer behavior in name-brand Korean coffee shops: The role of self-congruity and functional congruity

“…The image congruity theory can be used to further explain the phenomena in Korea caused by the collectivistic culture (Sirgy and Samli, 1985). Image congruity is composed of self-congruity and functional congruity (He and Mukherjee, 2007). Self-congruity is defined as a comparison between customers' own image and a symbolic store image .…”