This study adopts a comprehensive theoretical framework, integrating self-congruity theory, the Elaboration Likelihood Model (ELM) and consumer–brand relationship (CBR) to investigate how brand love mediates the relationships between self-congruity, functional congruity, brand loyalty and electronic word-of-mouth (eWOM) among name-brand coffee shop consumers.
A conceptual model was developed based on theoretical and empirical background. Pathways through which customers’ self-congruity and functional congruity affect brand loyalty and eWOM, focusing on the mediating role of brand love. Data were collected through an online structured questionnaire from a sample of 578 Taiwanese consumers of name-brand coffee shops. The model was tested using partial least squares structural equation modeling (PLS-SEM) to validate hypothesized relationships.
Self-congruity and functional congruity with a name-brand coffee shop determine consumers’ brand love and loyalty. However, functional congruity plays a greater role in forming brand love and brand loyalty than self-congruity. Brand love partially mediates the relationships between self-congruity, functional congruity and brand loyalty. Furthermore, brand love and brand loyalty positively contribute to eWOM, underscoring the importance of emotional alignment and loyalty in fostering consumer eWOM.
This research advances the understanding of CBR by demonstrating that functional congruity, more so than self-congruity, can be a primary driver of brand love, brand loyalty and eWOM in a name-brand coffee shop context. The study offers actionable insights for brand managers aiming to leverage emotional brand connections to foster customer loyalty and eWOM, providing a more nuanced understanding of consumer behavior in the digital age.
