The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

Autor:	Sara Steffes Hansen, Shu-Yueh Lee, Jin Kyun Lee
Rok vydání:	2018
Předmět:	media_common.quotation_subject 05 social sciences Self-esteem 050109 social psychology 050105 experimental psychology Structural equation modeling Brand engagement Personality 0501 psychology and cognitive sciences Psychology Practical implications Social psychology General Psychology media_common
Zdroj:	Current Psychology. 39:2116-2128
ISSN:	1936-4733 1046-1310
Popis:	This research examines the effect of brand personality self-congruity (BPC) on brand engagement and purchase intention on Facebook, while investigating how self-esteem moderates the relationship between BPC and brand engagement and purchase intention. Data from 301 Facebook users who clicked “like” for a brand were analyzed using factor analysis, structural equation modeling, and multi-group analysis. BPC showed a significant, positive influence on brand engagement and purchase intention. Also, it was found that brand engagement positively associated with purchase intention. Brand engagement partially mediated the relationship between BPC and purchase intention. BPC showed a conditional indirect effect on purchase intention via brand engagement depending on the level of self-esteem. Specifically, participants with lower self-esteem compared to those with higher self-esteem were more likely to seek brands that may help realize ideal self-concepts. Theoretical and practical implications for advertisers are discussed, as well as suggestions for future research in this area.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::028e61871aff2e8fa68b7045a02c52af https://doi.org/10.1007/s12144-018-9898-3 Zobrazit plný text záznamu Full text from SpringerLink