Self-Congruence, Brand Attachment and Compulsive Buying

Arnold Japutra; Yuksel Ekinci; Lyndon Simkin

doi:10.1016/j.jbusres.2017.08.024

Self-Congruence, Brand Attachment and Compulsive Buying

Arnold Japutra, Yuksel Ekinci, Lyndon Simkin

Research output: Contribution to journal › Article › peer-review

164 Citations (Scopus)

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Abstract

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 language	English
Pages (from-to)	456-463
Number of pages	8
Journal	Journal of Business Research
Volume	99
Early online date	14 Sept 2017
DOIs	https://doi.org/10.1016/j.jbusres.2017.08.024
Publication status	Published - 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 http://creativecommons.org/licenses/by-nc-nd/4.0/

Keywords

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

ASJC Scopus subject areas

Marketing

Access to Document

10.1016/j.jbusres.2017.08.024

Post-PrintAccepted author manuscript, 653 KBLicence: CC BY-NC-ND

https://researchportal.port.ac.uk/portal/en/publications/selfcongruence-brand-attachment-and-compulsive-buying(cf05e3d0-9b0e-4578-bdd5-7ff30b32e56f).htmlLicence: CC BY-NC-ND

Cite this

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title = "Self-Congruence, Brand Attachment and Compulsive Buying",

abstract = "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.",

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Self-Congruence, Brand Attachment and Compulsive Buying

Abstract

Bibliographical note

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Lyndon Simkin

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Self-Congruence, Brand Attachment and Compulsive Buying

Abstract

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Fingerprint

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Lyndon Simkin

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