Self-Concept, Gender, And Product Type: An Investigation Of Brand Loyalty

Abstract

Numerous studies have investigated the impact of self-concept brand image congruity on brand loyalty. However, there is a dearth of literature which has assessed this relationship across different product types. Furthermore, there is a lack of understanding regarding the role that gender may play in the creation of such brand loyalty. This study investigates the effects of self-concept brand image congruity on consumer attitude formation and resulting brand loyalty across two different types of products (i.e., hedonic and utilitarian products) and assesses the moderating role of gender within each product type setting. Results reveal that the proposed model is sufficiently robust to explain the effects of self-concept brand image congruities across different product types. Furthermore, this study indicates that gender serves as a moderator in both product type settings, however, in theoretically important different manners.