Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)

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Does Self-congruence Mediate Brand Familiarity on Brand Attachment?

Authors
Nurul Myristica Indraswari1, *, Nonik Kusuma Ningrum1, Bernadetta Diansepti Maharani1, Rosni Ab Wahid2
1Department of Management, Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
2Department of Business School, Universiti Kuala Lumpur, Kuala Lumpur, Malaysia
*Corresponding author. Email: n.myristica@ustjogja.ac.id
Corresponding Author
Nurul Myristica Indraswari
Available Online 10 May 2023.
DOI
10.2991/978-94-6463-160-9_6How to use a DOI?
Keywords
brand familiarity; self-congruence; actual self-congruence; ideal self-congruence; brand attachment
Abstract

This study investigates how actual and ideal self-congruence regulate the relationship between brand familiarity and brand attachment. Quantitative research is part of this study. In this study, 200 respondents in total were used, with the sample method being purposeful random sampling. Structural equation modeling was applied to this study’s analysis. According to the study’s findings, brand familiarity influences actual and ideal self-congruence positively and significantly, actual and ideal self-congruence positively and significantly influences brand attachment, actual self-congruence partially mediates the effect of brand familiarity on brand attachment but ideal self-congruence does not mediate in the relationship between brand attachment. Future studies should be able to put this idea to the test utilizing an experimental research approach.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 May 2023
ISBN
978-94-6463-160-9
ISSN
2352-5428
DOI
10.2991/978-94-6463-160-9_6How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nurul Myristica Indraswari
AU  - Nonik Kusuma Ningrum
AU  - Bernadetta Diansepti Maharani
AU  - Rosni Ab Wahid
PY  - 2023
DA  - 2023/05/10
TI  - Does Self-congruence Mediate Brand Familiarity on Brand Attachment?
BT  - Proceedings of the 1st International Conference of Management and Business (ICoMB 2022)
PB  - Atlantis Press
SP  - 47
EP  - 55
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-160-9_6
DO  - 10.2991/978-94-6463-160-9_6
ID  - Indraswari2023
ER  -