The Tie that Binds: The Impact of Self-Congruity and Brand Experience on Brand Attachment

Abstract

This study extends brand attachment literature by investigating the effects of self-congruity types on brand attachment and bridging a gap concerning the mediating effect of brand experience on self-congruity-brand attachment linkage. The results indicate a direct effect between social self- congruity and brand attachment and a full mediation effect of brand experience on actual and ideal self-congruity and brand attachment. Also, the implications of this relationship differ by consumers’ need for uniqueness and self-regulatory focus.