The role of self-congruity and functional congruity on brand personality-hotel brand loyalty relationship

Shely Rizki Hardiana

Abstract


Not only testing the direct relationship, but this research also intends to examine the indirect relationship of brand personality (BP) on hotel brand loyalty (BL) through self-congruity (SC) and functional congruity (FC). In addition, functional congruity, a topic that is infrequently researched in the tourism literature, is explored in this study. Using WarpPLS 8.0, this study tests the sample of 227 visitors to a hotel in Yogyakarta. The findings show that brand personality, self-congruity and functional congruity are the antecedents of hotel brand loyalty. This study recommends that hotels strengthen brand personality as an intangible asset to gain loyalty.


Keywords


Brand personality; self-congruity; functional congruity; hotel brand loyalty; tourism

Full Text:

PDF

References


Aaker, D. A. (1996). Building Strong Brands. New York: Free Press.

Aaker, J. L. (1997). Aaker1997. Journal of Marketing Research, 34(3), 347–356. Retrieved from sci-hub.do/10.1177/002224379703400304

Ahn, T., Ekinci, Y., & Li, G. (2013). Self-congruence, functional congruence, and destination choice. Journal of Business Research, 66(6), 719–723. https://doi.org/10.1016/j.jbusres.2011.09.009

Bairrada, C. M., Coelho, A., & Lizanets, V. (2019). The impact of brand personality on consumer behavior: the role of brand love. Journal of Fashion Marketing and Management, 23(1), 30–47. https://doi.org/10.1108/JFMM-07-2018-0091

Belk, R. W. (1988). Possessions and the Extended Self. Journal of Consumer Research, 15(2), 139. https://doi.org/10.1086/209154

Bloemer, J. M. M., & Kasper, H. D. P. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16(2), 311–329. https://doi.org/10.1016/0167-4870(95)00007-B

Bosnjak, M., Sirgy, M. J., Hellriegel, S., & Maurer, O. (2011). Postvisit destination loyalty judgments: Developing and testing a comprehensive congruity model. Journal of Travel Research, 50(5), 496–508. https://doi.org/10.1177/0047287510379159

Bowen, J. T., & Shoemaker, S. (2003). Loyalty: A Strategic Commitment. Cornell Hotel and Restaurant Administration Quarterly, 44(5–6), 31–46. https://doi.org/10.1177/001088040304400505

BPS-Statistics Indonesia. (2016). Statistik Hotel dan Akomodasi Lainnya di Indonesia (Barudin & A. Tantowi, eds.). Jakarta: BPS-Statistics Indonesia.

BPS-Statistics Indonesia. (2018). Statistik Hotel dan Akomodasi Lainnya - Badan Pusat Statistik (BPS) Republik Indonesia (Barudin, A. Tantowi, & E. Suryani, eds.). Jakarta: BPS-Statistics Indonesia.

BPS – Statistics of Daerah Istimewa Yogyakarta Province. (2018). Tingkat Penghunian Kamar Hotel (S. Wijayanti, ed.). Daerah Istimewa Yogyakarta: BPS- Statistics of Daerah Istimewa Yogyakarta Province.

Chauhan, S., Banerjee, R., & Dagar, V. (2021). Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study. Millennial Asia. https://doi.org/10.1177/09763996211041215

Chebat, J. C., Sirgy, M. J., & St-James, V. (2006). Upscale image transfer from malls to stores: A self-image congruence explanation. Journal of Business Research, 59(12), 1288–1296. https://doi.org/10.1016/j.jbusres.2006.09.007

Chua, B. L., Kim, H. C., Lee, S., & Han, H. (2019). The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel and Tourism Marketing, 36(1), 29–42. https://doi.org/10.1080/10548408.2018.1488650

Cooper, D. R., & Schindler, P. S. (2014). Business Research Method (Twelfth Ed). New York: McGraw-Hill Irwin.

Das, G. (2014). Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender. Journal of Retailing and Consumer Services, 21(2), 130–138. https://doi.org/10.1016/j.jretconser.2013.07.011

Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207–1213. https://doi.org/10.1016/j.jbusres.2006.08.005

Frías-Jamilena, D. M., Castañeda-García, J. A., & Del Barrio-García, S. (2019). Self-congruity and motivations as antecedents of destination perceived value: The moderating effect of previous experience. International Journal of Tourism Research, 21(1), 23–36. https://doi.org/10.1002/jtr.2238

Garanti, Z., & Kissi, P. S. (2019). The effects of social media brand personality on brand loyalty in the Latvian banking industry: The mediating role of brand equity. International Journal of Bank Marketing, 37(6), 1480–1503. https://doi.org/10.1108/IJBM-09-2018-0257

Gössling, S., Scott, D., & Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 0(0), 1–20. https://doi.org/10.1080/09669582.2020.1758708

Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4–17. https://doi.org/10.1108/07363769610118921

Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A Primer On Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks, California: SAGE Publications, Inc.

Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202

He, H., & Mukherjee, A. (2007). I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers? Journal of Marketing Management, 23(5–6), 443–460. https://doi.org/10.1362/026725707x212766

Higgins-Desbiolles, F. (2020). Socialising tourism for social and ecological justice after COVID-19. Tourism Geographies, 6688. https://doi.org/10.1080/14616688.2020.1757748

Hsieh, H. C., Nguyen, X. H., Wang, T. C., & Lee, J. Y. (2020). Prediction of knowledge management for success of franchise hospitality in a post-pandemic economy. Sustainability (Switzerland), 12(20), 1–27. https://doi.org/10.3390/su12208755

Joe F Hair, Risher, J. J., Sarstedt, M., & Ringle, C. M. (2018). Article information : When to use and how to report the results of PLS-SEM Abstract. European Business Review, 3(1), 3–24.

Kandampully, J., Zang, T. (Christina), & Bilgihan, A. (2016). Article information : Customer Loyalty: A Review and Future Directions With A Special Focus on The Hospitality Industry. International Journal of Contemporary Hospitality Management, 27(3), 379–414.

Kang, J., Tang, L., & Lee, J. Y. (2015). Self-Congruity and Functional Congruity in Brand Loyalty. Journal of Hospitality and Tourism Research, 39(1), 105–131. https://doi.org/10.1177/1096348012471377

Kaushal, V., & Ali, N. (2020). University Reputation, Brand Attachment and Brand Personality as Antecedents of Student Loyalty: A Study in Higher Education Context. Corporate Reputation Review, 23(4), 254–266. https://doi.org/10.1057/s41299-019-00084-y

Keller, K. L. (1993). Conceptualizing, measuring, managing. Journal of Marketing, 57, 1–22.

Khan, I, Hollebeek, L. D., Fatma, M., Islam, J. U., & ... (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and …. Retrieved from https://www.sciencedirect.com/science/article/pii/S0969698920310985

Khan, Imran, Fatma, M., Shamim, A., Joshi, Y., & Rahman, Z. (2020). Gender, loyalty card membership, age, and critical incident recovery: Do they moderate experience-loyalty relationship? International Journal of Hospitality Management, 89(October), 102408. https://doi.org/10.1016/j.ijhm.2019.102408

Kim, S. H., Kim, M. S., & Lee, D. H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: Evidence from coffee shop customers. In Advances in Hospitality and Leisure (Vol. 12). https://doi.org/10.1108/S1745-354220160000012001

Kim, S. H., & Lee, S. (Ally). (2017). Promoting customers’ involvement with service brands: evidence from coffee shop customers. Journal of Services Marketing, 31(7), 733–744. https://doi.org/10.1108/JSM-03-2016-0133

Li, S., Qua, H., & Wei, M. (2021). Antecedents and consequences of hotel customers’ psychological ownership. International Journal of Hospitality Management, 93.

Li, X., Yen, C. L., & Liu, T. (2020). Hotel brand personality and brand loyalty: an affective, conative and behavioral perspective. Journal of Hospitality Marketing and Management, 29(5), 550–570. https://doi.org/10.1080/19368623.2019.1654961

Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: A perspective of self-congruity. Journal of Product and Brand Management, 24(4), 365–376. https://doi.org/10.1108/JPBM-05-2014-0593

Luna-Cortés, G., López-Bonilla, J. M., & López-Bonilla, L. M. (2019). Self-Congruity, Social Value, and the Use of Virtual Social Networks by Generation Y Travelers. Journal of Travel Research, 58(3), 398–410. https://doi.org/10.1177/0047287518755502

Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional brand attachment and brand personality: The relative importance of the actual and the ideal self. Journal of Marketing, 75(4), 35–52. https://doi.org/10.1509/jmkg.75.4.35

Molinillo, S., Japutra, A., Nguyen, B., & Chen, C. H. S. (2017). Responsible brands vs active brands? An examination of brand personality on brand awareness, brand trust, and brand loyalty. Marketing Intelligence and Planning, 35(2), 166–179. https://doi.org/10.1108/MIP-04-2016-0064

Oliver, R. L. (1999). Whence consumer loyalty ? Journal of Marketing, 63(Special Issue 1999), 33–44.

Ong, C. H., Lee, H. W., & Ramayah, T. (2018). Impact of brand experience on loyalty. Journal of Hospitality Marketing and Management, 27(7), 755–774. https://doi.org/10.1080/19368623.2018.1445055

Peco-Torres, F., Polo-Peña, A. I., & Frías-Jamilena, D. M. (2021). Brand personality in cultural tourism through social media. Tourism Review, 76(1), 164–183. https://doi.org/10.1108/TR-02-2019-0050

Rather, R. A. (2018). Investigating the Impact of Customer Brand Identification on Hospitality Brand Loyalty: A Social Identity Perspective. Journal of Hospitality Marketing and Management, 27(5), 487–513. https://doi.org/10.1080/19368623.2018.1404539

Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547–559. https://doi.org/10.1080/13032917.2019.1650289

Rather, R. A., & Hollebeek, L. D. (2019). Exploring and validating social identification and social exchange-based drivers of hospitality customer loyalty. International Journal of Contemporary Hospitality Management, 31(3), 1432–1451. https://doi.org/10.1108/IJCHM-10-2017-0627

Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 321–341. https://doi.org/10.1108/SJME-06-2018-0030

Rigdon, E. E. (2012). Rethinking Partial Least Squares Path Modeling: In Praise of Simple Methods. Long Range Planning, 45(5–6), 341–358. https://doi.org/10.1016/j.lrp.2012.09.010

Shamah, R. A. M., Mason, M. C., Moretti, A., & Raggiotto, F. (2018). Investigating the antecedents of African fast food customers’ loyalty: A self-congruity perspective. Journal of Business Research, 86(October 2016), 446–456. https://doi.org/10.1016/j.jbusres.2017.05.020

Shmueli, G., & Koppius, O. R. (2011). Predictive analytics in information systems research. MIS Quarterly: Management Information Systems, 35(3), 553–572. https://doi.org/10.2307/23042796

Sirgy, M. J. (1982). Self-Concept in Consumer Behavior: Some Research and Managerial Implications. Journal of Consumer Research, 9(December), 287–300. Retrieved from http://www.journals.uchicago.edu/doi/abs/10.1086/208924

Sirgy, M. J., Johar, J. S., Samli, A. C., & Claiborne, C. B. (1991). Self-congruity versus functional congruity: Predictors of consumer behavior. Journal of the Academy of Marketing Science, 19(4), 363–375. https://doi.org/10.1007/BF02726512

Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research, 38(4), 340–352. https://doi.org/10.1177/004728750003800402

Sop, S. A., & Kozak, N. (2019). Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty. Journal of Hospitality Marketing and Management, 28(8), 926–956. https://doi.org/10.1080/19368623.2019.1577202

Sreejesh, S., Mitra, A., & Sahoo, D. (2015). The impact of customer’s perceived service innovativeness on image congruence, satisfaction and behavioral outcomes. Journal of Hospitality and Tourism Technology, 6(3), 288–310.

Su, N. (2015). US-based hotel brand personality (Unpublished doctoral dissertation). Washington State University, Pullman.

Su, Na, Hu, Y., & Min, H. (Kelly). (2019). Image Congruity or Functional Congruity? The Moderating Effect From the Social Visibility of Hotel Consumption at Different Price Levels. Journal of Hospitality and Tourism Research, 43(7), 961–979. https://doi.org/10.1177/1096348019835602

Su, Na, John Mariadoss, B., & Reynolds, D. (2015). Friendship on social networking sites: Improving relationships between hotel brands and consumers. International Journal of Hospitality Management, 51, 76–86. https://doi.org/10.1016/j.ijhm.2015.08.009

Su, Na, & Reynolds, D. (2017). Effects of brand personality dimensions on consumers’ perceived self-image congruity and functional congruity with hotel brands. International Journal of Hospitality Management, 66, 1–12. https://doi.org/10.1016/j.ijhm.2017.06.006

Suhartanto, D. (2011). An examination of brand loyalty in the Indonesian hotel industry (Unpublished doctoral dissertation). Lincoln University, Christchurch, New Zealand.

Tasci, A. D. A. (2017). A quest for destination loyalty by profiling loyal travelers. Journal of Destination Marketing and Management, 6(3), 207–220. https://doi.org/10.1016/j.jdmm.2016.04.001

Usakli, A., & Baloglu, S. (2011). Brand personality of tourist destinations: An application of self-congruity theory. Tourism Management, 32(1), 114–127. https://doi.org/10.1016/j.tourman.2010.06.006

Wang, S., Hung, K., Li, M., & Qiu, H. (2021). Developing a customer loyalty model for guest houses in China: a congruity-based perspective. Tourism Review, 76(2), 411–426. https://doi.org/10.1108/TR-05-2019-0166




DOI: https://doi.org/10.30872/jinv.v19i3.12424

Refbacks

  • There are currently no refbacks.


Copyright (c) 2023 Shely Rizki Hardiana

Crossref logo 

Editorial Address

INOVASI: Jurnal ekonomi, keuangan dan manajemen
Faculty of Economics and Business, Mulawarman University
Jl. Tanah Grogot No.1 Samarinda Kalimantan Timur 75119
Email: jakt.feb.unmul@gmail.com

StatCounter: INOVASI: Jurnal ekonomi, keuangan dan manajemen