THE EFFECT OF SELF-CONGRUITY AND CELEBRITY ENDORSEMENT ON BRAND LOYALTY WITH BRAND ATTITUDE AS A MEDIATION VARIABLES

Kardina Yudha Parwati, Fatchur Rohman, Astrid Puspaningrum

Abstract


This research is conducted to analyze the effect of cognition and affection factors on consumer loyalty, the object used in this research is the consumer of local fashion product Cotton Ink. The main purpose of this research is to analyze and describe the relationship between self-congruity, celebrity endorsement, brand attitude, and brand loyalty. Besides, this research analyzes the role of brand attitude as the mediating variable of the relationship between self-congruity and celebrity endorsement toward brand loyalty. This research contribution is giving additional insight into the relationship between variables on the Cognition-Affect-Behavior Paradigms.

Keywords


self-congruity; celebrity endorsement; brand attitude; brand loyalty

Full Text:

PDF

References


Alsmadi, S. 2006. The Power of Celebrity Endorsement in Brand Choice Behavior: An Empirical Study of Consumer Attitudes in Jordan. Journal. Of Accounting – Business & Management. Vol. 13, 69-84.

Badan Ekonomi Kreatif. 2016. Data Statistik dan Hasil Survei Ekonomi Kreatif , Kerjasama Badan Ekonomi Kreatif dan Badan Pusat Statistik. [Online]. From: http://www.bekraf.go.id/ downloadable/pdf_file/170475-data-statistik-danhasil-survei-ekonomi-kreatif.pdf. [July 20, 2017].

Baron, R. M. and Kenny, D. A. 1986. The ModeratorMediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations. Journal of personality and social psychology. Vol. 51(6), 1173.

Bush, Alan J, Craig A. Martin, and Victoria D. Bush. 2004. Sports Celebrity Influence on the Behavioral Intentions of Generation Y. Journal of Advertising Research. Vol. 44 No. 01 pp 108–118. Communications, 8th ed., South-Western,

Boston, MA. Das, Gopal. 2014. Impacts of Retail Brand Personality and Self-Congruity on Store Loyalty: The Moderating Role of Gender. Journal of Retailing and Consumer Services, Vol. 21 pp. 130-138.

Erdoðmuþ, Ýrem and Büdeyri-Turan, 2012. The Role of Personality Congruence, Perceived Quality, and Prestige on Ready-to-Wear Brand Loyalty. Journal of Fashion Marketing and Management: An International Journal. Vol. 16 Iss 4 pp. 399-417.

Esmaeilpour, Fariba. 2015. The Role of functional and Symbolic Brand Associations on Brand Loyalty, A Study on Luxury Brands. Journal of Fashion Marketing and Management. Vol. 19 No. 4, pp. 467-484.

Firman. 2017. 7 Pengusaha Muda Indonesia Yang Sukses Memulai Bisnis Dari Nol. [Online]. From: https:// idntrepreneur.com/7-pengusaha-muda-indonesiasukses-memulai-bisnis-dari-nol. [Nevember 20, 2017].

Gronholdt, L., Martensen, A., and Kristensen, K. 2000. The Relationship between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11(4/5/6), 509–514.

Holbrook, M. B. and Batra, R. 1987. Assessing The Role of Emotions As Mediators of Consumer Responses to Advertising. Journal of consumer research. 14(3). 404-420.

Ibrahim, Hafedh and F. Najjar. 2007. Assessing The Effects of Self-Congruity, Attitudes, and Customer Satisfaction on Customer Behavioural Intentions in Retail Environment. Marketing Intelligence & Planning. Vol. 26 No. 2 pp. 207-227.

Kamins, M. A. 1990. An Investigation Into The “MatchUp” Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of advertising, Vol. 19(1), 4-13.

Kim, Jihyun and Joung, Hyun-Mee. 2016. Psychological Underpinnings of Luxury Brand Goods Repurchase Intentions: Brand-Self Congruity, Emotional Attachment, and Perceived Level of Investment Made. Journal of Global Scholars of Marketing Science.

Kim, Samuel Seongseop, Jinsoo Lee, and Bruce Prideaux. 2014. Effect of Celebrity Endorsement on Tourists’ Perception of Corporate Image, Corporate Credibility, and Corporate Loyalty. International Journal of Hospitality Management. Vol. 37 pp. 131– 145.

Kotler, P. and K. L. Keller. 2016. Marketing Management 15 th Edition. Pearson: Manipal.

Liu, Fang. Jianyao Li, Dick Mizerski, and Huangting Soh. 2012. Self-Congruity, Brand Attitude, and Brand Loyalty: A Study on Luxury Brands. European Journal of Marketing, Vol. 46 Iss 7/8 pp. 922 – 937.

MacKenzie, S. B. and R. J. Lutz. 1989. An Empirical Examination of The Structural Antecedents of Attitude Toward The ad in An Advertising Pretesting Context. The Journal of Marketing, 48-65.

McCracken, Grant. 1989. Who is The Celebrity Endorser? Cultural Foundations of The Endorsement Process. Journal of consumer research 16.3: 310-321.

McSweeney, F. K. and C. Bierley. 1984. Recent Developments in Classical Conditioning. Journal of Consumer Research. Vol. 11(2), 619-631.

Mitchell, A. A. and J. C. Olson. 1981. Are Product Attribute Beliefs The Only Mediator of Advertising Effects on Brand Attitude?. Journal of Marketing Research, Vol. 18 No. 3, pp. 318-32.

Muda, Mazzini., Rosidah Musa., Rozita Naina Mohamed., and Halimahton Borhan. 2014. Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia - Social and Behavioral Sciences. Vol. 130, 11– 20.

Ohanian, Roobina. 1990. Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising. Vol. 19. No. 3. pp.3952.

Oliver, R. L. 1999. Whence Consumer Loyalty?. the Journal of Marketing, 33-44.

Rosenberg, M. 1979. Conceiving The Self. New York: Basic Books, Inc.

Roy, S., V. Jain, and P. Rana. 2013. The Moderating Role of Consumer Personality and Source Credibility in Celebrity Endorsements. Asia-Pacific Journal of Business Administration, Vol. 5 Iss 1 pp. 72 -88.

Sekaran, U. dan R. Bougie. 2013. Research Methods for Business: A Skill-Building Approach. 6th Edition. Wiley. New York.

Sengupta, J. and Johar, G. V. 2002. Effects of Inconsistent Attribute Information on The Predictive Value of Product Attitudes: Toward a Resolution of Opposing Perspectives. Journal of Consumer Research, Vol. 29 No. 1, pp. 39-56.

Sirgy M. J., Dong-Jin Lee, J. S. Johar, and J. Tidwell. 2008. Effect of Self-Congruity with Sponsorship on Brand Loyalty. Journal of Business Research. Vol. 61 pp. 1091-1097.

Sirgy, J. M., Grewal, D., Mangleburg, T. F., and Park, J. O. K. 1997. Assessing the Predictive Validity of Two Methods of Measuring Self-Image Congruence. Journal of the Academy of Marketing Science. Vol. 25 (3), 229–241.

Sirgy, J. N. Hohenstein, A. Herrmann, and M. Heitmann. 2007. Self-Congruity: Antecedents And Consequences. 34th La Londe International Research Conference in Marketing. La Londe les Maures.

Sirgy, M. J. 1982. Self-concept in consumer behavior: A Critical Review. Journal of Consumer Research, Vol. 9(3), 287-300.

Sirgy, M. J. 1986. Self-congruity: Toward a Theory of Personality and Cybernetics. Praeger Publishers/ Greenwood Publishing Group.

Sirgy, M. J., Johar, J. S., Samli, A. C., and Claiborne, C. B. 1991. Self-Congruity Versus Functional Congruity: Predictors of Consumer Behavior. Journal of the Academy of Marketing Science. Vol. 19(4), 363375.

Speck, P. S., Schumann, D. W., and Thompson, C. 1988. Celebrity Endorsements-Scripts, Schema, and Roles: Theoretical Framework and Preliminary Tests. ACR North American Advances.

Spry, A., R. Pappu, and T. B. Cornwell. 2011. Celebrity Endorsement, Brand Credibility, and Brand Equity. European Journal of Marketing Vol. 45 No. 6, pp. 882-909. the

Till, B. D. and L. I. Nowak. 2000. Toward effective use of cause-related marketing alliances. Journal of Product & Brand Management. Vol. 9(7), 472-484.

Wu, Khong Kok Wei and Li, You. 2013. Measuring the impact of Celebrity Endorsement on Consumer Behavioural Intentions: a Study of Malaysian Consumers. International Journal of Sports Marketing and Sponsorship, Vol. 14 Iss 3 pp. 2-22.

Ye, L., M. Bose, and L. Pelton. 2012. Dispelling The Collective Myth of Chinese Consumers: A New Generation of Brand Conscious Individualists. Journal of Consumer Marketing. Vol. 29/3, 90-201.

Zeithaml, V. A., Berry, L. L., and Parasuraman, A. 1996. The Behavioral Consequences of Service Quality. The Journal of Marketing, 31-46.




DOI: http://dx.doi.org/10.21776/ub.jam.2021.019.01.14

Refbacks

  • There are currently no refbacks.