Self-Congruity and Functional Congruity in Brand Loyalty

Keywords

name-brand coffee shop, self-congruity, functional conguity, elaboration likelihood model, brand loyalty

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.

Publication Date

1-2-2013

Original Citation

Kang, J., Tang, L., and Lee, J. Y. (2014). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality & Tourism Research, 39(1), 105-131.

Number of Pages

105-131

Document Type

Paper

Language

English

Source Title

Journal of Hospitality and Tourism Education

Volume

39

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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