Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type

Pakistan Journal of Commerce and Social Sciences, 2018, Vol. 12 (2), 598-616

19 Pages Posted: 3 Oct 2018 Last revised: 12 Jul 2019

See all articles by Muhammad Sheeraz

Muhammad Sheeraz

Air University Islamabad

Professor Faisal Qadeer

The University of Lahore

Mirha Masood

Cromwell UK International Education

Imran Hameed

Aix-Marseille University - CERIC; Iqra University, Business Administration Department

Date Written: 2018

Abstract

Consumers have emotional bond with the brands that are closer to their self-concept. The product involvement is consumers’ perception of relevance of a product with needs, goals and consumers’ self-concept. Therefore, the study aims to reconsider the role of product involvement in the association of self-congruence facets and emotional brand attachment. Furthermore, the study investigates the association of self-congruence facets and emotional brand attachment depending upon product type. The study followed a mixed method research approach and involved a focus group study and a survey. Hypotheses testing (through AMOS and Process Macro) indicated that ideal self-congruence yielded substantial influence on product involvement and emotional brand attachment. Whereas, ideal self-congruence direct effect on emotional brand attachment turned out to be insignificant in presence of mediator. Furthermore, the effect of product involvement on emotional brand attachment significantly depends upon product type. The conditional indirect effect of self-congruence facets was stronger for hedonic brands as compared to utilitarian brands. The study contributes to marketing literature by discovering product involvement as processing mechanism between the debate of self-congruence facets and emotional brand attachment. The study is first in nature to investigate the moderating role of product type in the relationship and exploring conditional indirect on emotional brand attachment.

Keywords: Actual Self-Congruence, Ideal Self-Congruence, Product Involvement, Emotional Brand Attachment, Hedonic Brands, Utilitarian Brands, Pakistani Consumers

JEL Classification: M3, M30, M31, M37

Suggested Citation

Sheeraz, Muhammad and Qadeer, Faisal and Masood, Mirha and Hameed, Imran, Self-Congruence Facets and Emotional Brand Attachment: The Role of Product Involvement and Product Type (2018). Pakistan Journal of Commerce and Social Sciences, 2018, Vol. 12 (2), 598-616. Available at SSRN: https://ssrn.com/abstract=3246926

Muhammad Sheeraz

Air University Islamabad ( email )

islamabad, PA islamabad 60000
Pakistan

Faisal Qadeer (Contact Author)

The University of Lahore ( email )

1 - KM Defence Road
Lahore, Punjab
Pakistan

HOME PAGE: http://www.uol.edu.pk/Home

Mirha Masood

Cromwell UK International Education ( email )

United Arab Emirates

Imran Hameed

Aix-Marseille University - CERIC ( email )

Iqra University, Business Administration Department ( email )

+92-347-511-00-80 (Phone)

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