Regression analyses were run on these two groups, one set with a self-congruity as covariate. The first post hoc hypothesis is called the assertion constant. This paper has reported self-image characteristics related to Singaporean travel innovators. Journal of Consumer Research 12 December The congruity of self-concept with product or brand mental representation refers to the match between those two images and plays an important role in consumer behavior since it constitutes a basic mechanism on which individuals base their brand preferences.
From the content analysis results, a set of functional attributes were formulated specific to each of the eight brands. In turn this self-congruity was related to satisfaction with a visit to the destination but not to intention to travel to the destination.
This article mainly conducts a research in consumer from the perspective of self-concept in order to help to explain the psychological underpinnings of travel behavior.
Based on this discussion, we hypothesize the following: Expectancy-value researchers explain that a positive attitude is likely if the object of evluation is perceived to have characteristics that are positively valued.
Based on factor and reliability analyses, the following items were retained: Journal of Business Research 13 June b: Then, a discrepancy or ratio score with each image dimension is mathematically computed, and the discrepancy scores are summed across all dimensions.
It identifies three key dimensions that affect the extent to which self-congruity holds for volunteering organisations: In comparing the predictive validity of the new method with that of the traditional method, the new method was found to be more predictive of various consumer behaviors and attitudes across six different studies.
Therefore, the following hypothesis is deduced. Sampling Eight different samples were obtained, each corresponding to a different product the eight brands used in the study. Many have conducted research on the congruity of self-concept and brand symbols. Journal of Consumer Research 12 December Two regressions functional congruity treated as a covariate were run.
A study was conducted involving eight different product categories and subjects. Based on this discussion, we hypothesize the following: Analyzing these from a multi-faceted perspective of self-concept, Sirgy concludes that consumers tend to prefer or purchase products that are consistent with their real and ideal self-concepts, 3.
The overall pattern of results provided some support for the moderating effects of conspicuousness, uniqueness, involvement, and differentiation on attitude predictiveness of self-congruity and functional congruity.
Hypothesis 4 states that functional congruity is predictive of brand attitude.
Functional congruity is predictive of brand attitude. Individuals who prefer different volunteering organisations differ significantly in their self-concept. Identification of measuring methods Malhotra developed a scale to measure self and product concepts, comprised of 15 semantic differential items which in effect measure personality characteristics.
Determinants of Product Value-Expressiveness: In this situation ,the individual might be motivated to purchase the product but the satisfaction level would be moderate. An ideal self-image incorporates attributes one aspires to have. The Moderating Effects of Brand Uniqueness From attribution theory in social psychology we know that unique or uncommon events are used by people to make causal attributions:.
This article will attempt to provide a theoretical framework of the development of the self-congruent theory utilized in tourism by reviewing relevant literatures, highlighting landmark opinions and comparing the constructive models regarding pertinent issues, including destination image, destination branding, tourist destination choice, consumer needs, motivation, tourist segmentation etc.
This paper investigates (1) if, and to what extent, self-congruity theory is applicable in tourism, (2) to what extent travel and person characteristics explain the degree of self-congruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism.
Results derived from a large-scale study of Swiss travelers indicate that. Brand Personality of Tourist Destinations - An Application of Self-congruity Theory.
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Tourism Management, 32(1), –[Web of Science ®] [Google Scholar]), while another strand of research has covered the effect of celebrity endorsement in the tourism industry (van der Veen, van der Veen, R.
(). To use self-congruity and functional congruity in consumer research, we need to understand the conditions under which these constructs explain and predict consumer behavior.
CONCEPTUAL DEVELOPMENT We refer to self-congruity as the match/mismatch between the brand user image and the consumer actual self-image, ideal self-image, social self-image, and/or ideal social self-image.
Sirgy () summed up the importance of self-concept in self- congruity theory like this: 1. Self-concept is of value to the individual, and behavior will be directed toward the protection and enhancement of self-concept. 2.
The purchase, display, and use of goods communicate symbolic meaning to .The application of self congruity theory in