Self-congruity, Brand-affection and Obsessive purchasing: Evidence from Bangkok, Thailand

1Pannalin Suchookorn, Bunjob Piromkam, Nuttavut Phonsri, Kittipong Potimu

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Abstract:

Obsessive purchasing can be defined as the procedure that enhance outrageous consumer power which can harm the brand’s repute in long-term. The current research evaluates the impacts of genuine and ideal self-congruity over brand affection and two proportions of obsessive purchasing attitude (i.e. instinctive and compulsive-obsessive purchasing). Based on conducted survey of 427 participants, it is obvious that self-congruity immediately influences brand affection, where genuine self-congruity is a powerful indicator of brand affection. Genuine and ideal self-congruity do not immediately influence compulsive-obsessive purchasing. This predicts that brand affection completely moderate associations. Nevertheless, genuine self-congruity immediately influences instinctive purchasing, but ideal self-congruity does not. This point out that brand affection incompletely intervenes the association among genuine self-congruity and instinctive purchasing and completely intervene the association among ideal self-congruity and instinctive purchasing. Noteworthy, the immediate influence of genuine self-congruity on instinctive purchasing is negative. Scholastic and managerial implementations of these conclusions are addressed.

Keywords:

genuine self-congruity, ideal self-congruity, brand affection, instinctive purchasing, compulsive-obsessive purchasing.

Paper Details
Month3
Year2020
Volume24
IssueIssue 7
Pages1469-1482