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The use of lisrel in validating marketing constructs

The self-congruity effect on a long-term brand relationship can explained in relation with the concept of commitment, which has been considered to be a crucial element in the formation of a successful long-term relationship (Gundlach, Achrol, and Mentzer 1995; Morgan and Hunt 1994).

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It can be measured on the basis of dependence, anxiety, and closeness (Collins and Read 1990).Fournier (1998) also describes love and passion as part of the affective attachment involved in the consumer-brand relationship, and reports that attachment is a condition of emotional dependence involving separation anxiety and irreplaceability. Self-Esteem Process Through the Emotions of Pride and Joy. In sum, the purpose of our study is to empirically investigate the psychological processes involved in the formation of a positive relationship with a brand and explain the role that self-congruity plays in those processes.We focus especially on such constructs as emotion, which consumers experience as a result of self-congruity and brand commitment, a fundamental determinant of long-term relationships (Gundlach, Achrol, and Mentzer 1995).It is suggested that by using a brand with self-congruent personality, the consumer expresses his or her own values (leading to self-appraisal) and goes through a social adjustment process (resulting in reflected appraisal) at the same time (Hogg, Cox, and Keeling 1998).

Cognitive appraisals elicit various emotions (Lazarus 1991; Lea and Webley 1997; Luce, Payne, and Bettman 1999; Richins 1997).

Attachment provides psychological comfort and pleasure, and its loss evokes strong distress (Perry 1998).

The formation of a romantic love between adults can be explained in terms of the attachment process; the more secure the attachment that lovers have, the more positive aspects of love they experience (Hazan and Shaver 1987).

The implications of the results for researchers and marketers are discussed. Ulgado (2005) ,"Brand Personality, Self-Congruity and the Consumer-Brand Relationship", in AP - Asia Pacific Advances in Consumer Research Volume 6, eds.

Yong-Uon Ha and Youjae Yi, Duluth, MN : Association for Consumer Research, Pages: 111-117.

The implications of the results for researchers and marketers are discussed.