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Hamilton, M. and Sun, X. (2005) Actual Self and Ideal Brand Image: An Application of Self-Congruity to Brand Image Positioning. Conference Papers International Communication Association, 1-26.

has been cited by the following article:

• TITLE: Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty

  AUTHORS: Jane Brannen, Cynthia M. Frisby

  KEYWORDS: Consumer Self-Esteem, Actual Self-Congruity vs. Ideal Self-Congruity, Brand Loyalty, Gender Differences in Brand Loyalty, Moderating Effect of Self-Esteem and Brand Loyalty

  JOURNAL NAME: Theoretical Economics Letters, Vol.7 No.6, October 31, 2017

  ABSTRACT: This research set out to find how consumer self-esteem moderates the relative importance of actual self-congruity vs. ideal self-congruity on women’s brand loyalty to fitness brands. College-aged women were the primary focus for this research because this demography represents an emerging consumer group and because the literature suggests women score significantly lower than men on self-esteem scales in physical appearance, athletic self, personal self, and self-satisfaction self-esteem. A survey of 151 women of 18 - 24 ages was conducted supporting prior research findings that actual and ideal self-congruity are both positively correlated with brand loyalty.