SELF-CONGRUITY AND FUNCTIONAL CONGRUITY IN BRAND LOYALTY

    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

    Share

    COinS