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dc.contributor.authorChieng, Fayrene
dc.contributor.authorSharma, Piyush
dc.contributor.authorKingshott, R.
dc.contributor.authorRoy, R.
dc.date.accessioned2021-12-29T01:54:23Z
dc.date.available2021-12-29T01:54:23Z
dc.date.issued2021
dc.identifier.citationChieng, F. and Sharma, P. and Kingshott, R. and Roy, R. 2021. Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment. Journal of Product and Brand Management.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/87065
dc.identifier.doi10.1108/JPBM-12-2020-3250
dc.description.abstract

Purpose: This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand attachment.

Design/methodology/approach: An online survey with 428 members of an Australian consumer panel. The data are analyzed using the structural equation modeling (SEM).

Findings: The results show that social self-congruity (SSC) has a direct effect on the brand attachment, but actual and ideal self-congruity (ASC and ISC) influence it only indirectly through brand experience. Moreover, the NFU strengthens the positive effect of ISC but weakens the effect of SSC on brand attachment.

Research limitations/implications: This study uses publicly consumed brands and the NFU as the moderator. Future research may study privately consumer brands and use other moderators, such as regulatory focus (promotion vs prevention).

Originality/value: This study extends current research on brand attachment by highlighting the positive influence of SSC on brand attachment. It also establishes the mediating role of brand experience and the moderating role of the NFU. These are new insights about the underlying process and the boundary conditions for the well-established relationship between self-congruity and brand attachment.

dc.publisherEmerald
dc.titleInteractive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment
dc.typeJournal Article
dcterms.source.issn1061-0421
dcterms.source.titleJournal of Product and Brand Management
dc.date.updated2021-12-29T01:54:22Z
curtin.note

This is an author-created, un-copyedited version of an article accepted for publication in Journal of Product and Brand Management.

curtin.departmentSchool of Management and Marketing
curtin.accessStatusOpen access
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]
curtin.contributor.researcheridSharma, Piyush [D-3562-2012]
curtin.contributor.scopusauthoridSharma, Piyush [26434453900]


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