Antecedents and consequences of self-congruity: replication and extension

Purpose The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions. Design/methodology/approach A questionnaire-based survey was cond...

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Bibliographic Details
Published in:The Journal of consumer marketing 2019-02, Vol.36 (1), p.102-112
Main Authors: Aw, Eugene Cheng-Xi, Flynn, Leisa Reinecke, Chong, Han Xi
Format: Article
Language:English
Subjects:
Brand loyalty
Coffee
Coffeehouses
Competitive advantage
Consumer behavior
Consumers
Consumption
Customer services
Food
Hypothesis testing
Literature reviews
Marketing
Perceptions
Power
Purchase intention
Self esteem
Self image
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Summary:Purpose The purpose of this study is to propose and empirically test a framework encompassing self-congruity with its antecedents and consequences. This study also aims to test the mediating role of perceived value and its dimensions. Design/methodology/approach A questionnaire-based survey was conducted using a purposive sampling technique. In total, 310 useable responses were collected and data were analyzed using partial least square structural equation modeling. Findings A majority of hypotheses were supported. Avoidance of similarity and status consumption positively influenced self-congruity, replicating an earlier study. Self-congruity positively influenced overall perceived value and its dimensions, as well as revisit intention. Overall perceived value and its dimensions positively influenced revisit intention. Finally, overall perceived value and its dimensions were found to have a mediating effect on the relationship between self-congruity and revisit intention. Originality/value This study provides empirical evidence for the antecedents and consequences of self-congruity with a service and expands understanding of the mediating role of overall perceived value and its dimensions in predicting intention.
ISSN:0736-3761
2052-1200
DOI:10.1108/JCM-10-2017-2424