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Direct And Indirect Effects Of Self-image Congruence On Brand Loyalty Pdf

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Direct and indirect effects of self-image congruence on brand loyalty

Hal ini merupakan peluang yang baik untuk perusahaan menargetkan segmen milenial. Disisi lain milenial memiliki karakter yang unik salah satunya adalah mereka akan membeli merek yang sesuai dengan kepribadian dan lifestyle mereka oleh karena itu penelitian ini dilakukan bertujuan untuk mengetahui pengaruh self-image congruence pada brand association, perceived quality, brand trust hingga brand loyalty. Dalam penelitian ini subjek penelitian adalah pengguna iPhone yang berusia milenial. Smartphone dipilih dikarenakan melambangkan produk yang paling penting oleh milenial. Data dikumpulkan melalui kuesioner yang akan disebarkan secara online terhadap responden dan untuk pengolahan data menggunakan SEM-PLS. Hasil dari penelitian ini menunjukan pengguna iPhone berusia milenial merasa self-image congruence memiliki pengaruh positif terhadap brand association, perceived quality, brand trust dan brand loyalty. Ahearne, M.

Skip to search form Skip to main content You are currently offline. Some features of the site may not work correctly. DOI: Kressmann and M. Sirgy and A. Herrmann and F. Huber and S.

The system can't perform the operation now. Try again later. Citations per year. Duplicate citations. The following articles are merged in Scholar.

Self-Image Congruence, Functional Congruence, and Mobile App Intention to Use

The purpose of this research aims to prove the effect of personality traits and congruity to customer satisfaction and brand loyalty on Janji Jiwa in Surabaya. The type of research used is basic business research with causal objectives and quantitative research approaches. This research uses a purposive sampling approach with the sample is respondents aged 18 years and above and have consumed Samyang instant noodles. Respondents used in this study were people. Keywords: personality traits, congruity, customer satisfaction, brand loyalty. This work is licensed under a Creative Commons Attribution 4.

The purpose of this paper is threefold. First, it aims to clarify the moderating role of self-esteem SE and susceptibility to normative influence SNI in the relationship between brand love and brand loyalty. Second, the study proposes modeling the mediation role of brand love and outlining how SE and SNI affect the consumer-brand relationship. Finally, the study explores the impact of brand love on brand loyalty: the moderating role of self-esteem and social influences, as the literature regarding this is still lacking. Data were collected via an online survey, which yielded responses. Structural equation modeling was used to predict the research model.

Request PDF | On Jan 1, , Andreas Herrmann and others published Direct and Indirect Effects of Self Image Congruence on Brand Loyality | Find, read and​.

Although the research on the technology acceptance model TAM has received much attention, limited research has been done on the role of self-image congruence on the mobile application app intention to use. Therefore, leveraging the lens of the self-congruence theory, the primary objective of the present research is to examine the impact of self-image and functional congruence on the mobile app intention to use. We conduct a survey and collect responses from Chinese smartphone users.

Duplicate citations

A survey with street intercept method was conducted in Shanghai to collect data for this study. Multiple independent t -tests and structural equation modeling SEM with bootstrap method were used to test the hypotheses. First, brands need to strategically design the brand image to represent the largest segment of the target market. This study contributes to the growing research on the self-congruity perspective of brand loyalty by empirically confirming the indirect effect of brand self-congruity on brand loyalty via the mediation effects of brand association and perceived quality in the context of the ever-growing Chinese sportswear market. Lu, J. Emerald Group Publishing Limited. Report bugs here.

 - Стратмор хмуро посмотрел на нее и двинулся к двери.  - Но будем надеяться, что он этого не узнает. ГЛАВА 76 У подъезда севильского аэропорта стояло такси с работающим на холостом ходу двигателем и включенным счетчиком. Пассажир в очках в тонкой металлической оправе, вглядевшись сквозь стеклянную стену аэровокзала, понял, что прибыл вовремя. Он увидел светловолосую девушку, помогающую Дэвиду Беккеру найти стул и сесть.

Он был так груб - словно заранее решил, что я лгу. Но я рассказал все, как. Точность - мое правило. - И где же это кольцо? - гнул свое Беккер. Клушар, похоже, не расслышал.

В шуме, доносившемся из-под пола шифровалки, в его голове звучал девиз лаборатории систем безопасности: Действуй, объясняться будешь. В мире высоких ставок, в котором от компьютерной безопасности зависело слишком многое, минуты зачастую означали спасение системы или ее гибель.


Poppy Q. 01.06.2021 at 19:49

The model posits that self-image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. First, the results document the paramount importance of self-congruity in predicting brand loyalty.

Pmetinuabor1992 06.06.2021 at 01:15

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Afothesdis1953 07.06.2021 at 07:39

Event sponsorship is considered as one major marketing strategy.