Examining the Influence of Actual and Ideal Self-Congruity on Repurchase Intention: The Mediating Role of Consumer Awareness
DOI:
https://doi.org/10.56976/rjsi.v7i1.351Keywords:
Actual Self-Congruity, Ideal Self-Congruity, Repurchase Intention, Consumer AwarenessAbstract
This paper examines how actual and ideal self-congruency influences the repurchase intentions of consumers with the moderating impact of consumer awareness. Using self-congruity theory, the study holds that the compatibility between the self image and brand image of the consumers will help improve their cognitive and emotional assessments, eventually boosting their intentions to repurchase. It employed a quantitative research design and analyzed data with the structural equation modeling (SEM). The findings show that actual and ideal self- congruency could be important factors contributing to repurchase intention. These relationships are mediated by consumer awareness to some extent. The results can be used in branding literature since they describe how self-image correspondence and awareness determine consumer loyalty. Managerial suggestions are offered to marketers on how to improve the repurchase behavior by positioning the strategic brand image and creating awareness.
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