Author(s)

Jane Brannen¹, Cynthia M. Frisby²

¹Young & Laramore, Indianapolis, IN, USA.
²Department of Strategic Communication, University of Missouri, Columbia, MI, USA.

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.

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

Brannen, J. and Frisby, C. (2017) Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty. Theoretical Economics Letters, 7, 1848-1864. doi: 10.4236/tel.2017.76126.