文章基本信息

标题：Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty
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作者：Jane Brannen ; Cynthia M. Frisby
期刊名称：Theoretical Economics Letters
印刷版ISSN：2162-2078
电子版ISSN：2162-2086
出版年度：2017
卷号：07
期号：06
页码：1848-1864
DOI：10.4236/tel.2017.76126
语种：English
出版社：Scientific Research Publishing
摘要：This research set out to find how consumer self-esteem moderates the relative importance of actual self-congruity vs. ideal self-congruity on women’s brand loyalty to fitness brands. College-aged women were the primary focus for this research because this demography represents an emerging consumer group and because the literature suggests women score significantly lower than men on self-esteem scales in physical appearance, athletic self, personal self, and self-satisfaction self-esteem. A survey of 151 women of 18 - 24 ages was conducted supporting prior research findings that actual and ideal self-congruity are both positively correlated with brand loyalty.
关键词：Consumer Self-Esteem;Actual Self-Congruity vs. Ideal Self-Congruity;Brand Loyalty;Gender Differences in Brand Loyalty;Moderating Effect of Self-Esteem and Brand Loyalty