The effects of self-congruity on brand attitude : the moderating impact of different usage situations

Predictors: (Constant), Communication on social media may create more positive image, Are you less likely to trust a brand that is not present on social media, How

Purpose: The purpose of this study is to investigate the simultaneous impact of country of origin (COO), brand awareness (BRA), brand loyalty (BRL), brand image (BRI), and

Adding an ironic element to the commercials would increase positive evaluations of the advertised brand as measured by explicit measures, but will do little or nothing to

behaviors (self-concept, helping, loafing behaviors); (3) to test the effects of theories like justice, self-concept on employee attitudes and behaviors

Keywords: B2B marketing, brand awareness, brand image, brand knowledge, brand identification, partial least squares structural equation modeling

Further it assesses the impact of the controversial behavior in social media on consumer responses toward the sponsor’s brand image through five moderators: (1) the liking

Thus, it is only when individuals have strong positive feelings (love) for a brand that they will develop strong negative feelings (hate) toward the competing brand.

However, consumers feeling connected to a brand based on actual self-brand congruence (brand connection based on self-verification motives) negatively