The impact of self-congruity (symbolic and functional) on the brand hate

British Food Journal - Tập 121 Số 1 - Trang 71-88 - 2019
Tahir Islam1, Saman Attiq2, Zahid Hameed3, Munnawar Naz Khokhar4, Zaryab Sheikh5
1School of Economics and Management, Tongji University, Shanghai, China
2Department of Management Sciences, University of Wah, Wah, Pakistan
3Department of Management and Social Sciences, Khawaja Fareed University of Engineering and Information Technology, Rahim Yar Khan, Pakistan
4Department of Management Sciences, COMSATS University Islamabad, Islamabad, Pakistan
5School of Management, Hefei University of Technology, Hefei, P.R. China

Tóm tắt

Purpose The purpose of this paper is to test the impact of symbolic and functional incongruity on brand hate. According to self-congruity theory, symbolic and functional congruence are a critical phenomenon in consumer buying decisions. Therefore, the present study develops a theoretical framework based on self-congruity theory to examine the key determinants of brand hate. Design/methodology/approach Data were collected only in fast-food chain franchises in the capital city territory of Pakistan. Therefore, it is hard to generalize the findings of this research for customers from different cultural backgrounds. Findings The results of the study reveal that symbolic and functional incongruence are the primary factors responsible for brand hate among Pakistani fast-food customers. Customers carefully consider both self-image and product attributes when purchasing products. Research limitations/implications The research uses the cross-sectional method, which limits the findings’ usefulness in other sectors. Practical implications The current research helps policymakers understand the key determinants of brand hate, showing that symbolic incongruence is the primary antecedent. Therefore, policymakers and corporate leaders should consider that Pakistan is an Islamic country where consumer choices of food are not only derived from food quality, food hygiene and service quality, but also the symbolic image (i.e. halal food) is a vital determinant of consumption. Originality/value This study contributes to the literature by discussing the above issue and presenting quantitative data. This research extends the literature by testing and validating a conceptual model that includes two types of congruence (symbolic and functional) to study brand hate. The proposed conceptual model provides a novel, theoretical, self-congruity point of view on brand hate.

Từ khóa


Tài liệu tham khảo

2013, Actual self-concept versus ideal self-concept: an examination of image congruence and consumers in the health club industry, Sport, Business and Management: An International Journal, 3, 78, 10.1108/20426781311316915

2015, Antecedents of halal brand personality, Journal of Islamic Marketing, 6, 209, 10.1108/JIMA-03-2014-0023

2013, Self-congruence, functional congruence, and destination choice, Journal of Business Research, 66, 719, 10.1016/j.jbusres.2011.09.009

2012, Religious beliefs and consumer behaviour: from loyalty to boycotts, Journal of Islamic Marketing, 3, 155, 10.1108/17590831211232564

Al-Makrami, A. and Yen, D. (2017), “6 Brand values and the Islamic market”, Islamic Marketing and Branding: Theory and Practice, pp. 118-147.

2017, Actual and ideal-self congruence and dual brand passion, Journal of Consumer Marketing, 34, 664, 10.1108/JCM-10-2016-1985

2015, Factors affecting halal purchase intention – evidence from Pakistan’s halal food sector, Management Research Review, 38, 640, 10.1108/MRR-01-2014-0022

2007, Self-congruity and destination choice, Annals of Tourism Research, 34, 571, 10.1016/j.annals.2007.01.005

2000, The Subtlety of Emotions

2006, How well do advertising images of health and beauty travel across cultures? A self‐concept perspective, Psychology & Marketing, 23, 865, 10.1002/mar.20137

Burgmann, T. (2007), “Growing Muslim population pushing companies to produce products they can eat”, The Star, available at: https://scholar.google.com.pk/scholar?hl=en&as_sdt=0%2C5&q=Burgmann%2C+T.+%282007%29%2C+%E2%80%9CGrowing+Muslim+population+pushing+companies+to+produce+products+they+can+eat%E2%80%9D%2C+The+Star.&btnG=

1998, Threatened egotism, narcissism, self-esteem, and direct and displaced aggression: does self-love or self-hate lead to violence?, Journal of Personality and Social Psychology, 75, 219, 10.1037/0022-3514.75.1.219

2008, Cohort profile: the Adventist health study-2 (AHS-2), International Journal of Epidemiology, 37, 260, 10.1093/ije/dym165

2016, Symbolic, experiential and functional consumptions of heritage tourism destinations: the case of Angkor World Heritage Site, Cambodia, International Journal of Tourism Research, 18, 602, 10.1002/jtr.2077

2011, Intentional non-consumption for sustainability: consumer resistance and/or anti-consumption?, European Journal of Marketing, 45, 1757, 10.1108/03090561111167397

1992, Self-image/destination image congruity, Annals of Tourism Research, 19, 360, 10.1016/0160-7383(92)90090-C

2015, The effects of CSR on customer satisfaction and loyalty in China: the moderating role of corporate image, Journal of Economics, Business and Management, 3, 542, 10.7763/JOEBM.2015.V3.243

2016, A cross validation of consumer-based brand equity models: driving customer equity in retail brands, Journal of Business Research, 69, 3740, 10.1016/j.jbusres.2015.12.066

2015, Self-image congruence as a model of consumer attitude formation and behavior: a conceptual review and guide for future research

2017, Cultural and ethical obstacles on the road to sustainable development in the globalization era, The TQM Journal, 29, 920, 10.1108/TQM-01-2017-0009

Dalli, D., Romani, S. and Gistri, G. (2006), “Brand dislike: the dark side of consumer preferences”, ACR North American Advances, available at: www.acrwebsite.org/volumes/12412/volumes/v33/NA-33

2014, Impacts of retail brand personality and self-congruity on store loyalty: the moderating role of gender, Journal of Retailing and Consumer Services, 21, 130, 10.1016/j.jretconser.2013.07.011

2014, Identifying the Motives and Behaviors of Brand Hate

1915, The Elementary Forms of the Religious Life

2017, Love and Hate: The Natural History of Behavior Patterns

1997, Existential consumption and irrational desire, European Journal of Marketing, 31, 285, 10.1108/03090569710162371

2004, Emotional design: why we love (or hate) everyday things, The Journal of American Culture, 27, 234, 10.1111/j.1537-4726.2004.133_10.x

2014, Mitigating risk in ecommerce transactions: perceptions of information credibility and the role of user-generated ratings in product quality and purchase intention, Electronic Commerce Research, 14, 1, 10.1007/s10660-014-9139-2

1981, Structural equation models with unobservable variables and measurement error: algebra and statistics, Journal of Marketing Research, 18, 382, 10.1177/002224378101800313

2014, Affect versus cognition in the chain from perceived quality to customer loyalty: the roles of product beliefs and experience, Journal of Retailing, 90, 567, 10.1016/j.jretai.2014.08.001

2014, Societies of Brains: A Study in the Neuroscience of Love and Hate

Gefen, D. and Straub, D. (2005), “A practical guide to factorial validity using PLS-graph: tutorial and annotated example”, Communications of the Association for Information Systems, Vol. 16 No. 1, p. 5.

2008, A double-structure structural equation model for three-mode data, Psychological Methods, 13, 337, 10.1037/a0013269

2016, Cross-national collaboration of marketing personnel within a multinational: leveraging customer participation for new product advantage, Journal of International Marketing, 24, 1, 10.1509/jim.16.0028

1998, Multivariate Data Analysis

2012, An assessment of the use of partial least squares structural equation modeling in marketing research, Journal of the Academy of Marketing Science, 40, 414, 10.1007/s11747-011-0261-6

2015, Customer retention in the medical tourism industry: impact of quality, satisfaction, trust, and price reasonableness, Tourism Management, 46, 20, 10.1016/j.tourman.2014.06.003

2007, I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?, Journal of Marketing Management, 23, 443

2017, Determinants and outcomes of brand hate, Journal of Product & Brand Management, 26, 13, 10.1108/JPBM-01-2016-1070

2012, Self-image congruence in consumer behavior, Journal of Business Research, 65, 685, 10.1016/j.jbusres.2011.03.015

2017, Determinants of compulsive buying behavior among young adults: the mediating role of materialism, Journal of Adolescence, 61, 117, 10.1016/j.adolescence.2017.10.004

2018, Social comparison, materialism, and compulsive buying based on stimulus-response-model: a comparative study among adolescents and young adults, Young Consumers, 19, 19, 10.1108/YC-07-2017-00713

2017, Self-congruence, brand attachment and compulsive buying, Journal of Business Research

2018, The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: compulsive buying and external trash-talking, European Journal of Marketing

2012, Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation, Journal of Travel & Tourism Marketing, 29, 532, 10.1080/10548408.2012.701552

1991, Value-expressive versus utilitarian advertising appeals: when and why to use which appeal, Journal of Advertising, 20, 23, 10.1080/00913367.1991.10673345

2016, On the integration of need‐related autobiographical memories among late adolescents and late adults: the role of depressive symptoms and self‐congruence, European Journal of Personality, 30, 580, 10.1002/per.2079

2016, Religion, markets, and digital media: seeking halal food in the US, Journal of Macromarketing, 36, 400, 10.1177/0276146715622243

2015, Customer loyalty: a review and future directions with a special focus on the hospitality industry, International Journal of Contemporary Hospitality Management, 27, 379, 10.1108/IJCHM-03-2014-0151

2015, Self-congruity and functional congruity in brand loyalty, Journal of Hospitality & Tourism Research, 39, 105, 10.1177/1096348012471377

2017, Ethical intentions among frontline employees working in the US-based fast food chains in Pakistan: the moderating role of love of money, British Food Journal, 119, 1547, 10.1108/BFJ-09-2016-0396

2015, I’m loving it but hating US: understanding consumer emotions and perceived service quality of US fast food brands, British Food Journal, 117, 2344, 10.1108/BFJ-01-2015-0040

2017, Integration of standardization and customization: impact on service quality, customer satisfaction, and loyalty, Journal of Retailing and Consumer Services, 35, 91, 10.1016/j.jretconser.2016.11.007

2018, Predicting the acceptance of MOOCs in a developing country: application of task-technology fit model, social motivation, and self-determination theory, Telematics and Informatics, 35, 964, 10.1016/j.tele.2017.09.009

1976, Culture and reality: essays on the Hindu system of managing foods

2016, Brand avoidance among Generation Y consumers, Qualitative Market Research: An International Journal, 19, 27, 10.1108/QMR-03-2015-0019

2010, Unreliable Witnesses: Religion, Gender, and History in the Greco-Roman Mediterranean

2006, Direct and indirect effects of self-image congruence on brand loyalty, Journal of Business Research, 59, 955, 10.1016/j.jbusres.2006.06.001

2016, Antecedents of Brand Hate Brand Hate, 37

2016, Consequences of Brand Hate Brand Hate, 57

2017, Ensuring restaurant quality and guests’ loyalty: an integrative model based on marketing (7P) approach, Total Quality Management & Business Excellence, 28, 1509

2014, The role of self-congruity and functional congruity in influencing tourists’ post visit behaviour, Advances in Hospitality and Tourism Research, 2, 24

2009, Anti-consumption and brand avoidance, Journal of Business Research, 62, 169, 10.1016/j.jbusres.2008.01.024

2012, Consumer complaint channel choice in online and offline purchases, International Journal of Consumer Studies, 36, 90, 10.1111/j.1470-6431.2010.00992.x

2014, Examining WeChat users’ motivations, trust, attitudes, and positive word-of-mouth: evidence from China, Computers in Human Behavior, 41, 104, 10.1016/j.chb.2014.08.013

1991, Collinearity, power, and interpretation of multiple regression analysis, Journal of Marketing Research, 28, 268, 10.1177/002224379102800302

2016, Brand personality and culture: the role of cultural differences on the impact of brand personality perceptions on tourists’ visit intentions, Tourism Management, 52, 507, 10.1016/j.tourman.2015.07.017

1998, Survey instruments in information systems, MIS Quarterly, 22, 553, 10.2307/249555

2011, The relationship between high-commitment HRM and knowledge-sharing behavior and its mediators, International Journal of Manpower, 32, 604, 10.1108/01437721111158224

2015, A Study of Australian Materialistic Values, Product Involvement and the Self-Image/Product-Image Congruency Relationships for Fashion Clothing Global Perspectives in Marketing for the 21st Century, 400

2017, A commentary on ‘conceptualising and measuring consumer-based brand–retailer–channel equity’, Journal of Retailing and Consumer Services

2016, How does brand innovativeness affect brand loyalty?, European Journal of Marketing, 50, 2, 10.1108/EJM-01-2014-0020

2011, Hate and otherness – exploring emotion through a race riot, Emotion, Space and Society, 4, 51, 10.1016/j.emospa.2010.12.001

1989, The effects of situational factors on in-store grocery shopping behavior: the role of store environment and time available for shopping, Journal of Consumer Research, 15, 422, 10.1086/209182

2003, Common method biases in behavioral research: a critical review of the literature and recommended remedies, Journal of Applied Psychology, 88, 879, 10.1037/0021-9010.88.5.879

1990, Methodology in business ethics research: a review and critical assessment, Journal of Business Ethics, 9, 457, 10.1007/BF00382838

2005, Let me count the ways: an integrative theory of love and hate, Personal Relationships, 12, 297, 10.1111/j.1350-4126.2005.00116.x

2003, Halal Food Production

1979, Conceiving the self, Google Scholar

1995, Global self-esteem and specific self-esteem: different concepts, different outcomes, American Sociological Review, 60, 141, 10.2307/2096350

2012, The influence of the quality of the physical environment, food, and service on restaurant image, customer perceived value, customer satisfaction, and behavioral intentions, International Journal of Contemporary Hospitality Management, 24, 200, 10.1108/09596111211206141

2015, Retail store environment and customer experience: a paradigm, Journal of Fashion Marketing and Management, 19, 290, 10.1108/JFMM-03-2015-0021

2011, Applying the theory of planned behavior (TPB) in halal food purchasing, International Journal of Commerce and Management, 21, 8, 10.1108/10569211111111676

Shahzad, K. (2016), “90% Pakistanis are being fed ‘Haram’ meat products”, May 26, available at: https://en.dailypakistan.com.pk/viral/majority-of-pakistanis-eating-haram-meat-officials/

2017, Acceptance of social commerce framework in Saudi Arabia, Telematics and Informatics, 34, 1693, 10.1016/j.tele.2017.08.003

1982, Self-concept in consumer behavior: a critical review, Journal of Consumer Research, 9, 287, 10.1086/208924

1986, Self-congruity: Toward A Theory of Personality and Cybernetics

2015, The Self-concept in Relation to Product Preference and Purchase Intention Marketing Horizons: A 1980s Perspective, 350

2000, Destination image, self-congruity, and travel behavior: toward an integrative model, Journal of Travel Research, 38, 340, 10.1177/004728750003800402

1991, Self-congruity versus functional congruity: predictors of consumer behavior, Journal of the Academy of Marketing Science, 19, 363, 10.1007/BF02726512

2002, Globalization and reluctant buyers, International Marketing Review, 19, 663, 10.1108/02651330210451962

2001, Shedding some light on store atmospherics: influence of illumination on consumer behavior, Journal of Business Research, 54, 145, 10.1016/S0148-2963(99)00082-X

2017, Department vs discount retail store patronage: effects of self-image congruence, Journal of Consumer Marketing

2007, Multivariate analysis of variance and covariance, Using Multivariate Statistics, 3, 402

2011, Brand personality of tourist destinations: an application of self-congruity theory, Tourism Management, 32, 114, 10.1016/j.tourman.2010.06.006

2017, Perceived ethical leadership affects customer purchasing intentions beyond ethical marketing in advertising due to moral identity self-congruence concerns, Journal of Business Ethics, 1

2014, Developing supplier integration capabilities for sustainable competitive advantage: a dynamic capabilities approach, Journal of Operations Management, 32, 446

2017, No hate, no fear, Tikkun, 32, 12, 10.1215/08879982-4162455

2014, The role of self-congruity and functional congruity in influencing tourists’ post visit behaviour, Advances in Hospitality and Tourism Research, 2, 24

2017, Consumers’ self-congruence with a ‘liked’ brand: cognitive network influence and brand outcomes, European Journal of Marketing, 51, 367, 10.1108/EJM-07-2015-0442

2015, Green purchase intentions: an exploratory study of the Taiwanese electric motorcycle market, Journal of Business Research, 68, 829, 10.1016/j.jbusres.2014.11.036

1998, Effects of store characteristics and in-store emotional experiences on store attitude, Journal of Business Research, 42, 253, 10.1016/S0148-2963(97)00122-7

2016, Brand hate, Journal of Product & Brand Management, 25, 11, 10.1108/JPBM-01-2015-0799

2014, Does the importance of value, brand and relationship equity for customer loyalty differ between eastern and western cultures?, International Business Review, 23, 284, 10.1016/j.ibusrev.2013.05.002

2015, Designing a retail store network with strategic pricing in a competitive environment, International Journal of Production Economics, 159, 265, 10.1016/j.ijpe.2014.09.013

Thông tin
Thông tin xuất bản

British Food Journal

Tập 121 Số 1

71-88

Thông tin tác giả