Self-congruity, Brand-affection and Obsessive purchasing: Evidence from Bangkok, Thailand
1Pannalin Suchookorn, Bunjob Piromkam, Nuttavut Phonsri, Kittipong Potimu
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.
genuine self-congruity, ideal self-congruity, brand affection, instinctive purchasing, compulsive-obsessive purchasing.