Title

SELF-CONGRUITY AND FUNCTIONAL CONGRUITY IN BRAND LOYALTY

Authors

Authors

J. Kang; L. Tang;J. Y. Lee

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Hosp. Tour. Res.

Keywords

name-brand coffee shop; self-congruity; functional congruity; elaboration likelihood model; brand loyalty; INFORMATION SEARCH BEHAVIOR; IMAGE CONGRUENCE; CUSTOMER SATISFACTION; CONSUMER-BEHAVIOR; INTEGRATIVE MODEL; SERVICE QUALITY; PERCEIVED VALUE; INTENTIONS; INVOLVEMENT; PERFORMANCE; Hospitality, Leisure, Sport & Tourism

Abstract

This study used image congruity theory to understand customer loyalty in name-brand coffee shops in Korea. The authors developed and tested a structural model that links image congruity (self-congruity and functional congruity) and brand loyalty components (cognitive, affective, and conative loyalty). The elaboration likelihood model was used to understand the information processing underlying the structural model. The results showed that self-congruity significantly influences both cognitive and affective loyalty in the central route of persuasion. Functional congruity significantly influences cognitive loyalty in the peripheral route of communication. This study suggests promotional strategies for the marketers of name-brand coffee shops in Korea.

Journal Title

Journal of Hospitality & Tourism Research

Volume

39

Issue/Number

1

Publication Date

1-1-2015

Document Type

Review

Language

English

First Page

105

Last Page

131

WOS Identifier

WOS:000347159200005

ISSN

1096-3480

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