SELF-CONGRUITY AND FUNCTIONAL CONGRUITY IN BRAND LOYALTY
Abbreviated Journal Title
J. Hosp. Tour. Res.
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
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 of Hospitality & Tourism Research
"SELF-CONGRUITY AND FUNCTIONAL CONGRUITY IN BRAND LOYALTY" (2015). Faculty Bibliography 2010s. 6616.