文章基本信息

标题：Self-Concept, Gender, And Product Type: An Investigation Of Brand Loyalty
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作者：Joseph F. Rocereto ; Joseph B. Mosca
期刊名称：Journal of Business & Economics Research
印刷版ISSN：1542-4448
电子版ISSN：2157-8893
出版年度：2011
卷号：10
期号：1
页码：25-36
语种：English
出版社：The Clute Institute for Academic Research
摘要：Numerous studies have investigated the impact of self-concept brand image congruity on brand loyalty. However, there is a dearth of literature which has assessed this relationship across different product types. Furthermore, there is a lack of understanding regarding the role that gender may play in the creation of such brand loyalty. This study investigates the effects of self-concept brand image congruity on consumer attitude formation and resulting brand loyalty across two different types of products (i.e., hedonic and utilitarian products) and assesses the moderating role of gender within each product type setting. Results reveal that the proposed model is sufficiently robust to explain the effects of self-concept brand image congruities across different product types. Furthermore, this study indicates that gender serves as a moderator in both product type settings, however, in theoretically important different manners.
关键词：Self-Concept;Brand Image;Loyalty;Gender;Hedonic;Utilitarian