The Role of Consumer’s Self-Congruence in the Formation of Brand Attitude | Zendy

Ali Mohamad Rezza | Zendy

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The Role of Consumer’s Self-Congruence in the Formation of Brand Attitude

Author(s) -

Ali Mohamad Rezza

Publication year - 2018

Publication title -

jurnal sekretaris and administrasi bisnis (jsab)

Language(s) - English

Resource type - Journals

ISSN - 2580-8095

DOI - 10.31104/jsab.v2i1.21

Subject(s) - congruence (geometry) , structural equation modeling , psychology , advertising , social psychology , positive attitude , mathematics , business , statistics

This study examines the brand attitudes of smartphone user. In particular, it examines how users self-image congruence can affect their brand attitudes towards smartphone products. Previous research indicates that self-congruence can facilitate positive behavior and attitude towards products. This research used cross-sectional survey explanatory method and structural equation modelling approach to test the hypothesis. A questionnaire was sent to 200 smartphone users in Bandung. Results indicate that self–congruence was a good predictor of user's brand attitude. Keywords: Brand Attitude, Self-image Congruence, Smartphone Market, Consumer Study

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