The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior

• Main Authors: Chua, Bee Lia, Kim, Hyeon Cheol, Lee, Sanghyeop, Han, Heesup
• Format: Article
• Language: English
• Published: Routledge 2019
• Online Access: http://psasir.upm.edu.my/id/eprint/82581/1/The%20role%20of%20brand.pdf; http://psasir.upm.edu.my/id/eprint/82581/; https://www.tandfonline.com/doi/abs/10.1080/10548408.2018.1488650

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.