Open AccessSelf-congruence theory: Factors affecting brand loyalty in fast-moving consumer goods industry
Author(s) -
Nurul Aini,
Augusty Tae Ferdinand
Publication year - 2021
Publication title -
jurnal inovasi ekonomi
Language(s) - English
Resource type - Journals
eISSN - 2686-3804
pISSN - 2477-4804
DOI - 10.22219/jiko.v7i01.18111
Subject(s) - attractiveness , brand loyalty , marketing , business , brand management , brand equity , structural equation modeling , advertising , brand awareness , loyalty business model , congruence (geometry) , brand extension , psychology , mathematics , service quality , social psychology , statistics , psychoanalysis , service (business)
This study aims to formulate a conceptual model for analyzing several variables on customer engagement and brand loyalty, especially in the fast-moving consumer goods (FMCG) industry. The self-congruence theory used in this study will go through the value of congruity, brand attractiveness, and customer-brand identification. The study uses structural equation modeling with samples of 105 respondents. The result is value congruence has a positive effect on brand attractiveness and customer brand identification. Customer engagement has a positive impact on customer brand identification. Brand attractiveness has a positive impact on customer brand identification and brand loyalty. Also, customer brand identification has a positive effect on brand loyalty.