Roy Bhattacharjee, Debashree and Kuanr, Abhisek and Malhotra, Neeru and Pradhan, Debasis and Moharana, Tapas Ranjan (2023) How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40 (6). pp. 1480-1508. DOI https://doi.org/10.1108/imr-09-2022-0206
Roy Bhattacharjee, Debashree and Kuanr, Abhisek and Malhotra, Neeru and Pradhan, Debasis and Moharana, Tapas Ranjan (2023) How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40 (6). pp. 1480-1508. DOI https://doi.org/10.1108/imr-09-2022-0206
Roy Bhattacharjee, Debashree and Kuanr, Abhisek and Malhotra, Neeru and Pradhan, Debasis and Moharana, Tapas Ranjan (2023) How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness. International Marketing Review, 40 (6). pp. 1480-1508. DOI https://doi.org/10.1108/imr-09-2022-0206
Abstract
Purpose Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands. Design/methodology/approach Data were collected from developed (USA; n=270) and developing (India; n=273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations. Findings Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers. Originality/value While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.
Item Type: | Article |
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Uncontrolled Keywords: | International marketing, Customer engagement, Global connectedness, Brand psychological ownership, Self-congruity theory, Global brands, Cross-cultural research |
Divisions: | Faculty of Social Sciences Faculty of Social Sciences > Essex Business School |
SWORD Depositor: | Unnamed user with email elements@essex.ac.uk |
Depositing User: | Unnamed user with email elements@essex.ac.uk |
Date Deposited: | 03 Nov 2023 13:51 |
Last Modified: | 13 Dec 2023 11:00 |
URI: | http://repository.essex.ac.uk/id/eprint/36714 |
Available files
Filename: Abhisek Kuanr IMR.pdf