The Relationship between Self-Concept and Brand Personality

Hypothesis 1: The results indicate a positive and significant causal relationship between "perceived actual self-congruity" and "emotional attachment to the brand". Therefore, the original hypothesis is confirmed. The significance coefficient of the relationship between these two variables is 4.591, the value of this coefficient is greater than 1.96 and at 95% confidence level.

Hypothesis 2: The results indicate a positive and significant causal relationship between "perceived ideal self-congruity" and "emotional attachment to the brand". Therefore, the second main hypothesis is confirmed. The significance coefficient of the relationship between these two variables is 6.297, the value of this coefficient is greater than 1.96 at 95% confidence level.

Hypothesis 3 (a): The results indicate a positive and significant causal relationship between "service engagement", "perceived actual self-congruity" and "emotional attachment to the brand". Therefore, the hypothesis 3 (a) is confirmed. The coefficient of this moderating relation is 4.610, the value of this coefficient is greater than 1.96 at 95% confidence level.

Hypothesis 3 (b): The results indicate a negative causal relationship between "service engagement", "perceived ideal self-congruity" and "emotional brand attachment". Thus, the hypothesis 3 (b) is confirmed. The significance of this moderating relation is -5.618, the value of this coefficient is less than-1.96; at 95% confidence level.

Hypothesis 4 (a): The results indicate a positive and significant causal relationship between "self-esteem", "perceived actual self-congruity" and "emotional attachment to the brand". Therefore, hypothesis 4 (a) is confirmed. The coefficient of this moderating relation is 5.448, the value of this coefficient is greater than 1.96 at 95% confidence level.

Hypothesis 4 (b): The results indicate that there is a negative causal relationship between "self-esteem", "perceived ideal self-congruity" and "emotional attachment to the brand". Hypothesis 4 (b) is confirmed. The coefficient of this moderating relation is 2.354, the value of this coefficient is greater than 1.96 at 95% confidence level.

Hypothesis 5 (a): The results indicate that there is a positive and significant causal relationship between "public self-awareness", "perceived actual self-congruity" and "emotional attachment to the brand". Hypothesis 5 (a) is confirmed. The coefficient of this moderating relation is 3.436, the value of this coefficient is more than 1.96 at 95% confidence level.

Hypothesis 5 (b): The results indicate a negative causal relationship between "public self-awareness", "perceived ideal self-congruity" and"emotional attachment to the brand". Hypothesis 5 (b) is confirmed. The coefficient of this moderating relation is-3.849, the value of this coefficient is less than-1.96 at 95% confidence level.

Does the consumer's self-congruity with a brand create an emotional brand attachment?

The results of the analysis of structural equations indicate that there is a significant relationship between the set of "ideal-self", "real-self" and "emotional attachment to brand" indices. Perceived consistency with the real-self has a positive and significant effect on the emotional attachment to the brand. The intensity of the relationship between the two variables of perceived actual self-congruity and the emotional attachment to the brand is 0.744, which is a relatively strong impact. The perceived congruity with the ideal-self has a positive and significant effect on the emotional attachment to the brand. The intensity of the relationship between the two actual and ideal self-congruency variables with the emotional attachment to the brand is 0.635, which is a strong impact estimate.

Which one has a stronger impact on creating emotional brand attachment, actual or ideal-self congruity? How do moderators affect the emotional attachment?

According to the standard coefficient of 0.744 for the real-self and the standard coefficient of 0.635 for the ideal-self, the intensity of the relationship between the two real-self and the emotional attachment to the brand variables is greater. Therefore, the effect of real-self congruity on creating emotional brand attachment is greater. Service engagement, self-esteem and public self-awareness increase the positive impact of actual self-congruence, but decrease the impact of ideal self-congruence on emotional brand attachment.