Self-Congruity: Antecedents and Consequences

Sirgy et al. (1991) has shown that self-congruity affects a variety of consumer behavior (brand attitude, purchase intention, and store loyalty) directly and indirectly through functional congruity. Kressmann et al. (2006) demonstrated that self-congruity affects brand loyalty directly and indirectly through functional congruity too. The proposed model focuses on the determinants of self-congruity and its direct and indirect effects on brand satisfaction, attitude, and loyalty. The model posits that overall self-congruity (we are now calling “brand self-congruity”) is determined by “product self-congruity,” “employee selfcongruity,” “media self-congruity,” and “other customers’ self-congruity.” The model also posits that brand self-congruity influences brand satisfaction, attitude, and loyalty directly and indirectly through functional congruity. The model was tested in two studies. Study 1 employed a survey of 391 respondents focusing on evaluations of one’s own automobile. Study 2 employed a survey of 318 respondents focusing on evaluations of one’s use of the public transportation system. The results of both studies are supportive of the model. Managerial implications of the model are discussed.