objectivistdating com - Use of lisrel in validating marketing constructs

The present research examines the emotional process by which a consumer-brand relationship is formed.

Thus, the focus of this study is to examine the processes by which the consumer-brand fit determines product evaluations, or more specifically, consumer-brand relationships.

There has been a considerable amount of interest in the concept of brand personality and how it relates to the self-congruity effect (e.g., Aaker 1999).

Consumers become attached to a specific brand in the process of defining and maintaining their sense of self (Kleine, Kleine, and Allen 1995).

The concept of attachment and its formation have been dealt with in the context of infant behavior (Bowlby 1969, 1973, 1980) as well as in the area of adult relationship, especially romantic relationship behavior (Collins and Read 1990; Feeney and Noller 1990; Hazan and Shaver 1987).

Brand attachment, an affective concept related to love (Fournier 1998), is associated with one’s identity (Kleine, Kleine, and Allen 1995), and self-esteem implies an overall affective evaluation of the importance and value of one’s self (Judge, Bono, and Locke 2000).

THEORETICAL BACKGROUND Self-Congruity Effect Self-congruity is defined in this study as the parallel between consumer self-concept and brand personality that consumers feel or experience in the course of forming a consumer-brand relationship.

Data were gathered from 96 hotels in London, UK, and were analysed using structural equation modelling.

Our findings show that the national culture of hotel employees influences balanced organisational culture which, in turn, influences performance.

The concept has been also studied in explaining the formation of consumer-brand relationships (Fournier 1998).

Attachment is basically te process of developing an emotional bond (Collins and Read 1990), which is facilitated by consistent and repeated experiences between relationship partners (Perry 1998).

INTRODUCTION The effect of the consumer-brand fit on product evaluations has been an important research issue in marketing, and it has been dealt with under the rubric of self-congruity effect (Kleine, Kleine, and Kernan 1993; see Sirgy 1982 for a review).

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