<abstract xmlns="http://www.w3.org/1999/xhtml"><p>The purpose of this study was to investigate the relationships between actual self congruence, brand attachment, brand involvement, and brand loyalty. This study applied quantitative explanatory research. Purposive random sampling was used as sampling technique. A number of 200 respondents, which have familiarity to a certain brand, was asked to fill in the questionnaire as primary survey data. The findings show that actual self-congruence significantly positive affects brand involvement, brand attachment, and brand loyalty. Future study should include ideal self-congruent to compare whether actual or ideal self-congruence which has a stronger correlation on brand involvement, attachment, and also brand loyalty. This study provides a basis for firms to have better understanding of actual self-congruence roles on building customer brand involvement, brand attachment, and also brand loyalty.</p></abstract>

The purpose of this study was to investigate the relationships between actual self congruence, brand attachment, brand involvement, and brand loyalty. This study applied quantitative explanatory research. Purposive random sampling was used as sampling technique. A number of 200 respondents, which have familiarity to a certain brand, was asked to fill in the questionnaire as primary survey data. The findings show that actual self-congruence significantly positive affects brand involvement, brand attachment, and brand loyalty. Future study should include ideal self-congruent to compare whether actual or ideal self-congruence which has a stronger correlation on brand involvement, attachment, and also brand loyalty. This study provides a basis for firms to have better understanding of actual self-congruence roles on building customer brand involvement, brand attachment, and also brand loyalty.

The congruency between self and brand

HOLISTICA – Journal of Business and Public Administration

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The congruency between self and brand"}

The purpose of this study was to investigate the relationships between actual self congruence, brand attachment, brand involvement, and brand loyalty. This...

The congruency between self and brand

Published Online: Mar 28, 2019

Page range: 139 - 147

DOI: https://doi.org/10.2478/hjbpa-2019-0011

Keywords
actual self-congruence, brand involvement, brand attachment, and brand loyalty

© 2019 Nonik K. Ningrum et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The congruency between self and brand

Published Online: Mar 28, 2019

Page range: 139 - 147

DOI: https://doi.org/10.2478/hjbpa-2019-0011

Keywordsactual self-congruence, brand involvement, brand attachment, and brand loyalty

© 2019 Nonik K. Ningrum et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
actual self-congruence, brand involvement, brand attachment, and brand loyalty