When opposites attract? Exploring the existence of complementarity in self‐brand congruence processes

Karampela, Maria; Tregear, Angela; Ansell, Jake; Dunnett, Susan

doi:10.1002/mar.21107

Cited by 13 publications

(11 citation statements)

References 88 publications

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“…Congruence is an aspect that has been accepted terminologically both in terms of consumer attraction to the brand and in terms of attachment and loyalty ( Karampela et al., 2018 ). Congruence is therefore the concept that explains why users choose to buy the brands that have an image that is more similar to their self-conception ( Kwak and Kang, 2009 ); if in addition to buying a product that satisfies the needs that a user has at that time, which is the main reason for buying the product, the product brand has an image consistent with that of the user, the satisfaction with the purchase will be greater ( Bajac et al., 2018 ).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

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Brand perception is a key element in achieving business success: how a brand is perceived by current and potential users determines what they think and their disposition towards the brand. The users' perception also determines whether they will perceive the sports service as offering a greater quality or value than other services, whether they will be more loyal, or whether they will recommend the service. This paper analyses the brand perception of users of a public sports service, creating a model of structural equations that analyses how credibility and trust influence a user's congruence with the brand and the generation of positive attitudes towards the brand and how these variables influence loyalty levels and recommendations. The results indicate that the proposed model can explain the variables of trust, congruence, attitudes, loyalty and word of mouth by more than 60%. The study finds that credibility influences trust but that credibility in itself does not cause a congruence with the brand, whereas trust does. Similarly, trust does not generate attitudes towards the brand but credibility and congruence do. Congruence generates loyalty but attitudes do not, and congruence, attitudes and loyalty influence recommendation to a similar extent, with congruence having the highest influence.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Alguacil

Núñez-Pomar

Moreno

et al. 2021

Heliyon

View full text Add to dashboard Cite

show abstract

“…Satisfaction has also been studied in relation to other variables, such as attitudes toward the brand, future intentions of users and attitudinal loyalty (Russell-Bennett et al, 2007), its relationship with BT (Delgado-Ballester and Luis Munuera-Alemán, 2001), the relationship between satisfaction and repurchase intentions (Mittal and Kamakura, 2001) or the analysis of the expectations, satisfaction and loyalty of fitness club users (Pedragosa and Correia, 2009). Brand congruence is an element that has been accepted both in terms of consumer attraction to the brand and in terms of attachment and loyalty (Karampela et al, 2018). Congruence, as Festinger's (1957) theory of cognitive dissonance explains, is based on the fact that people pretend to act as they think.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Perceived value, satisfaction and future intentions in sport services

Alguacil

Núñez-Pomar

Pérez-Campos

et al. 2019

ARLA

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Purpose The purpose of this paper is to analyze the role of brand-related variables as congruence and brand trust on the traditional model formed by perceived quality, perceived value (PV) and satisfaction, in order to compare predictive models for the variables of PV, satisfaction and future intentions of 683 users of sports services. Design/methodology/approach The analysis has been carried out using two different methodologies. First, three models have been proposed to be analyzed by hierarchical regression models, in order to subsequently propose a fuzzy-set qualitative comparative analysis (fsQCA) to verify the existence or not of necessary and sufficient conditions. Findings The results indicate that both the classic service variables and the elements related to the brand significantly predict PV, satisfaction and future intentions, in some cases with greater predictive weight being given to congruence and trust than the classic service variables. In addition, linear models have been shown to improve their predictive capability by including brand-related variables, especially the future intentions model. After the fsQCA, congruence and trust have proved to be sufficient combinations to achieve high levels of PV and future intentions, while this is not the case for satisfaction. Originality/value The importance of the aspects related to the brand, either on their own or in combination with the classic service variables, is demonstrated, contributing to the literature on brand image in sports services, which is practically non-existent.

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“…Over the years, much has been learnt about products and brands with regard to the vast range of concepts, such as congruence, fit, correspondence and psychological processes explaining its subsequent effects – for instance, categorisation, assimilation-contrast effect, priming, fluency and salience (Deliza and Macfie, 1996; Karampela et al , 2018; Meyers-Levy and Sternthal, 1993; Minton et al , 2017). Research highlights a number of positive effects achieved by grouping or diverging similar cues to achieve favourable consumer responses.…”

Section: Introductionmentioning

confidence: 99%

Congruency or incongruency: a theoretical framework and opportunities for future research avenues

Eklund

Helmefalk

2021

JPBM

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Purpose The purpose of this paper is to conceptualise and provide a future research agenda for (in)congruence regarding cues between products, brands and atmospheres. Design/methodology/approach A semi-systematic literature review was conducted. The aim was to assess, critique and synthesise (in)congruence, which was found in the literature to be dispersed and interdisciplinary, and to propose a theoretical framework in the marketing domain. Findings Firstly, the review reveals that sensory and semantic cues are interrelated in products, brands and atmospheres. It illustrates that these cues are the foundation for (in)congruence. Secondly, the findings show various theoretical foundations for (in)congruence. These explain where and how congruence occurs. Lastly, a theoretical framework for (in)congruence and a future research agenda were developed to stimulate further research. Research limitations/implications A theoretical framework was developed to enrich the theoretical knowledge and understanding of (in)congruence in the marketing domain. Practical implications The review reveals that products, brands and atmospheres have spillover effects. Managers are advised to understand the semantic meaning carried by cues to foster various outcomes, to estimate the trade-offs when modifying (in)congruent cues for products, brands and atmospheres. Originality/value The developed theoretical framework advances and deepens the knowledge of (in)congruence in the marketing domain by moving beyond the match and fit between two entities and by revealing the underlying mechanism and its outcomes.

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When opposites attract? Exploring the existence of complementarity in self‐brand congruence processes

Cited by 13 publications

References 88 publications

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Creation of a brand model through SEM to predict users’ loyalty and recommendations regarding a public sports service

Perceived value, satisfaction and future intentions in sport services

Congruency or incongruency: a theoretical framework and opportunities for future research avenues

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