Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 26 November 2021
Issue publication date: 22 November 2022
Abstract
Purpose
This study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed.
Design/methodology/approach
Data collection was carried out in the form of a questionnaire survey. Data from 417 respondents were analyzed, and structural equation modeling was applied to test the hypotheses.
Findings
The findings revealed the positive significant impact of consumers' self-congruity on their brand loyalty behavior, and the mediating effect of psychological reactance between self-congruity and consumers' brand loyalty behavior.
Practical implications
This study offers retailers/brand owners a deeper understanding of the remedy strategy needed to reduce the sales loss in their firms when stock-out happens.
Originality/value
This study provides a theoretical and empirical test on the influence of consumers' self-congruity on their brand loyalty behavior, bringing consumers' psychological reactance into the research as a mediating factor, thereby enriching the existing research on consumers' out-of-stock reactions.
Keywords
Acknowledgements
Funding: This study received funding support from Research Platforms and Projects of the Education Department of Guangdong Province (Award Number: 2018GWTSCX074).
Citation
Zhang, X. (2022), "Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior", Asia Pacific Journal of Marketing and Logistics, Vol. 34 No. 10, pp. 2073-2090. https://doi.org/10.1108/APJML-04-2021-0238
Publisher
:Emerald Publishing Limited
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