TITLE:
Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty
AUTHORS:
Jane Brannen, Cynthia M. Frisby
KEYWORDS:
Consumer Self-Esteem, Actual Self-Congruity vs. Ideal Self-Congruity, Brand Loyalty, Gender Differences in Brand Loyalty, Moderating Effect of Self-Esteem and Brand Loyalty
JOURNAL NAME:
Theoretical Economics Letters,
Vol.7 No.6,
October
31,
2017
ABSTRACT: This research set out to find how consumer self-esteem moderates the relative
importance of actual self-congruity vs. ideal self-congruity on women’s brand
loyalty to fitness brands. College-aged women were the primary focus for this
research because this demography represents an emerging consumer group
and because the literature suggests women score significantly lower than men
on self-esteem scales in physical appearance, athletic self, personal self, and
self-satisfaction self-esteem. A survey of 151 women of 18 - 24 ages was conducted
supporting prior research findings that actual and ideal self-congruity
are both positively correlated with brand loyalty.