... of individualism and the consumer’s integration into the global marketplace. Desire for unique consumer products Cultural fit individualism Need for uniqueness Acculturation to global consumer culture Uniqueness Uniqueness motives Self-congruity Consumers frequently seek out rare, distinctive...

.../methodology/approach Four scenario-based experiments were conducted to probe the research questions. Findings Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance...

... publicity (performance- and value-related) and two initial corporate repair strategies (compensation and public apology) intended to repair brand trust. Findings Negative publicity shaped brand trust through both functional congruity and self-congruity. Moreover, the type of negative publicity affected...

...Bruno Schivinski; Nicolas Pontes; Barbara Czarnecka; Wen Mao; Jennifer De Vita; Vasileios Stavropoulos Purpose This study aims to examine in which circumstances consumer’s self-congruity moderates the indirect influence of consumer-based brand equity (mediating role) in the relationship between...

...Fayrene Chieng; Piyush Sharma; Russel PJ Kingshott; Rajat Roy Purpose This paper aims to examine the differences in the process by which three types of self-congruity (actual, ideal and social) interact with the need for uniqueness (NFU) to influence brand loyalty via brand experience and brand...

...). Timmy H. Tseng can be contacted at: littlebeeballball@hotmail.com 08 03 2020 26 06 2020 03 08 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Self-concept Brand evangelism Consumer empowerment Self-congruity Mobile...

... the mainland of China. A total of 12 hypotheses were proposed to exam how self-congruity and virtual interactivity impact online celebrity branding and to explore the moderating role of perceived quality and product type. Findings This paper reveals that customers’ perceived self-congruity with online...

...Jinzhao Lu; Yingjiao Xu Purpose – This study aims to investigate Chinese young consumers’ brand loyalty toward sportswear products from a self-congruity perspective. With different performance observed between global and domestic sportswear brands in the Chinese market, this study also aims...