Assessing the predictive validity of brand-sustainability-self-congruence on consumer behavior and subjective well-being

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-05-10 DOI:10.1108/apjml-11-2023-1131
Ken Kumagai
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Abstract

Purpose

This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.

Design/methodology/approach

Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.

Findings

BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.

Practical implications

For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.

Originality/value

In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

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评估品牌可持续性与自我一致性对消费者行为和主观幸福感的预测有效性
目的 本研究扩展了自我一致性理论,并评估了品牌、品牌相关可持续发展倡议(BSI)和自我概念(BSSC:品牌-可持续发展-自我一致性)三者之间的个性一致性对消费者品牌评价的预测有效性。通过调节中介分析,考察了 BSSC 对消费者行为意向、行为和主观幸福感(SWB)的影响。此外,还评估了品牌信任的中介作用以及品牌/BSI 类型和消费者特征的调节作用。研究结果 BSSC 增加了消费者的品牌信任、行为意向、行为和主观幸福感。基于 BPS 的数据揭示了在不同品牌-BSI 组合中增加/减少 BSSC 水平的影响属性,以及可持续发展参与和收入对增强 BSSC 效果的调节作用。实际意义建议在规划 BSI 时,根据 BPS 和 DCM 对 BSSC 进行战略考虑。原创性/价值在可持续营销背景下,本研究讨论了基于 BPS 和 DCM 的 BSSC(三元人格一致性)及其对消费者短期品牌评价、实际行为和 SWB(长期生活评价)的预测效果。研究结果表明,根据一致性测量方法,消费者的信息处理可能存在差异。因此,它与自我一致性、可持续性、市场营销、消费者心理/行为和幸福感等方面的研究息息相关。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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