The Role of Self-Concept Brand Image Congruity in Consumers’ Attitudinal Formation and Attitudinal Brand Loyalty: A View From Utilitarian and Hedonic Product Brands

There has been great interest in the marketing literature regarding the effects of consumer self-concept brand image congruity. While previous studies have investigated various marketing-related consequences of this construct, few studies have investigated its impacts on the traditional tri-component attitude model that has been identified by researchers as a necessary component of attitudinal brand loyalty. The current study addresses this gap in the literature by examining the effects of consumer self-concept brand image congruity on consumer attitude and attitudinal brand loyalty. Furthermore, while differences between hedonic and utilitarian products have been long investigated, the marketing literature is lacking in providing empirical evidence regarding the manner in which the effects of self-concept congruity constructs may differ between the two product types. In this study, it is theorized that the attitudinal components will serve differing roles in the creation of brand loyalty between hedonic and utilitarian products.