Helgeson, J.G. and Supphellen, M. (2004) A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality: The Impact of Socially Desirable Responding. International Journal of Market Research, 46, 205-233.

has been cited by the following article:

• 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.