Self-congruence and Consumer’s Emotional Brand Attachment Empirical Evidence from the Automobile Industry in Sri Lanka

Abstract

Emotional brand attachment plays a major role in the competitive advantage aspect. Creating emotional brand attachment is very comprehensive. Therefore, research was conducted to address the key problem of which approach between actual self-congruence and ideal self-congruence to use for strong consumer emotional brand attachment. The Purpose of the study is to measure the impact of self-congruence on consumer’s emotional brand attachment. Thus, this research will provide a bridge to fulfill the research gap. The study was conducted with the use of empirical evidence from the automobile industry in Sri Lanka. Primary data was collected from 200 respondents through an online Google form questionnaire. The data collection method was the convenience sampling technique and data was analyzed through the SPSS software. According to the findings of the research both alternative hypotheses were accepted. Self-congruence (both actual and ideal self) has an impact on consumers’ emotional brand attachment. The researcher discusses important managerial and theoretical implications and recommendations for future research in the current study. This study plays a major role at the industrial level in aiding brand managers to make effective decisions, as well as in guiding brand managers to position their brand names in consumer’s minds effectively.