Self-Congruence, Brand Attachment and Compulsive Buying

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

    Research output: Contribution to journalArticlepeer-review

    72 Citations (Scopus)
    571 Downloads (Pure)


    Compulsive buying refers to a phenomenon that promotes excessive consumerism which may hurt the brands' reputation in the long run. This study examines the influence of actual and ideal self-congruence on brand attachment and two dimensions of compulsive buying behavior (i.e. impulsive and obsessive-compulsive buying). Based on a survey of 427 respondents, it is evident that self-congruence directly affects brand attachment, where actual self-congruence is a stronger predictor of brand attachment. Both actual and ideal self-congruence do not directly affect obsessive-compulsive buying. This indicates that brand attachment fully mediates the relationships. However, actual self-congruence directly affects impulsive buying but ideal self-congruence does not. This indicates that brand attachment partially mediates the relationship between actual self-congruence and impulsive buying and fully mediates the relationship between ideal self-congruence and impulsive buying. Interestingly, the direct effect of actual self-congruence on impulsive buying is negative. Academic and managerial implications of these findings are discussed.
    Original languageEnglish
    Pages (from-to)456-463
    Number of pages8
    JournalJournal of Business Research
    Early online date14 Sep 2017
    Publication statusPublished - Jun 2019

    Bibliographical note

    NOTICE: this is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in, Journal of Business Research (2017)] DOI: 10.1016/j.jbusres.2017.08.024
    © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International


    • Actual self-congruence
    • Brand attachment
    • Ideal self-congruence
    • Impulsive buying
    • Obsessive-compulsive buying

    ASJC Scopus subject areas

    • Marketing


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