Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty to Luxury Brand Among Women in Java, Indonesia

Suyoto, Yohanes Totok and Astuti, Sri Wahyuni and Gunawan, Sri Ideal Self-Congruence: Its Impacts on Customer Love and Loyalty to Luxury Brand Among Women in Java, Indonesia. Its Impacts on Customer Love and Loyalty to Luxury Brand Among Women in Java. pp. 2-18.

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Abstract

The contemporary interest in customer loyalty to brand has resulted in a variety research of it conducted in many areas. Our investigation indicates that there are a few researches which address the relationship between ideal self�congruence, brand love, and customer loyalty to a specific luxury brand. This research is conducted to examine the influence of ideal self-congruence on customer love and loyalty to two luxury brands. Based on the sample random sampling technique, this research collected 214 data through self-administrative survey from respondents of two luxury handbag brands in Jakarta and Surabaya, the two largest cities in Indonesia. The finding reveals that the there are significant relationships among them. On the theoretical level, this research contributes to a better understanding of how to create customer loyalty to brand through tracking the self-congruence construct and the customer love to brand. On the managerial level, this research intends to provide a very useful actionable guiandce to loyalty program managers on how to create luxury brand which incorporates customer self-congruence and simultaneously arises a strong emotional bonding to brand.

Item Type:	Artikel
Uncontrolled Keywords:	luxury brand, self-congruence, brand love, brand loyalty
Subjects:	A General Works > AC Collections. Series. Collected works
Divisions:	Universitas Pembangunan Jaya
Depositing User:	Alexandro Andika
Date Deposited:	04 Jul 2023 04:27
Last Modified:	04 Jul 2023 04:27
URI:	http://eprints.upj.ac.id/id/eprint/5515

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