• Journal of Information Technology Applications and Management
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• v.23 no.2
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• pp.29-59
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• 2016

These days, the business environment such as Information Technology (IT) is rapidly changing, and organizations are consistently trying to change themselves for the survival and success under the changing environment. In this situation, change management is very important because it draws the change behaviors of organization members for the success of organizational change. The purpose of this study is to investigate the effect of the organization members' psychological factors on the performance of the acquisition of new IT, which is one of the most important organizational change. Based on previous studies in the area of organizational change, organization members' resistance to change, self-congruity theory, change activities and organizational performance, the research model is developed for validating the effect of organization members' self-congruity on the performance of the acquisition of new IT. Statistical analyses show that self-congruity has a significant effect on the change activities. In particular, private self-congruity has more impact on the change activities than public self-congruity. In addition, self-leadership, rewards and recognitions, and the diffusion of change activities have significant effects on job satisfaction. Self-leadership has a significant effect on organizational commitment.

• Culinary science and hospitality research
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• v.20 no.5
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• pp.111-118
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• 2014

This study sought to describe the relationships among physical environment, self-congruity, positive emotion, and revisit intentions in the coffeehouse setting. This study adopted second-order factor of physical environment in a structural equation model, imploying trend(fashion), cleanliness, reliability, spatial, convenience, and appropriacy as the second-order factors. The conceptual model in this study used responses from 338 college students who visited coffeehouse at least once in the past month. The proposed relationships were analyzed using SPSS 20.0 and AMOS 6.0. The results of data analysis indicated that the six secondorder factors of physical environment significantly affected coffeehouse visitor's self-congruity and positive emotion, and self-congruity as well as positive emotion significantly influenced revisit intentions. Further discussion and theoretical/practical implications of the findings along with directions for future studies are provided. In essence, the findings highlight significant role of coffeehouse's physical environment toward self-congruity and positive emotion in the formation of customer's revisit intentions in the coffeehouse context.

• Culinary science and hospitality research
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• v.18 no.4
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• pp.70-83
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• 2012

This study examines the structural relationships between functional-congruity, self-congruity and their consequences, under coffee shop consumption setting. More specifically, it investigates how functional-congruity and self-congruity influence emotional responses (comprising positive and negative emotions) and store attitude formation. The authors propose a structural equation model comprising five constructs. Data were collected from 280 college students in Seoul and analyzed by LISREL 8.30. The findings can be summarized as follows: First, functional congruence of coffee shop customers appeared to have a positive effect on positive emotions and a negative effect on negative emotions. Second, self-congruity has a positive effect on coffee shop customers' positive emotions. Third, the effect of coffee shop customers' positive emotions on store attitude formation was positive and statistically significant while the effect of negative emotions on store attitude formation was negative. These results suggested that the effect of functional-congruity and self-congruity on store attitude formation was mediated by positive emotions and negative emotions.

• Journal of Distribution Science
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• v.14 no.9
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• pp.73-83
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• 2016

Purpose - Previous studies have not paid attention to global self-corporate brand congruity and affective approach from the viewpoint of global self. This study explored an inducement of gratitude that, under the circumstance of corporate association, consumers feel toward corporate's responsible activities, pride related to corporate's ability, and global self congruity. Current researches also have examined positive behavior effects of global self-corporate brand congruity and the feelings on corporate products. Research design, data, and methodology - This research theoretically reviewed that corporate ability and social responsibility association would influence global self-corporate brand congruity, that corporate ability association could induce consumers' sense of pride, and that social responsibility association might induce gratitude. This study, furthermore, examined theoretically whether global self-corporate brand congruity, pride and gratitude could make consumers behave positively toward corporate products, and developed hypotheses. For the empirical analysis with the questionnaires, 231 employees and common people completed the questionnaires, and structural equation model of AMOS 18.0 was used. Results - From the empirical analysis, the outcomes are as followings. First, corporate ability association makes consumers feel proud. Second, corporate social responsible association makes consumers feel grateful. Third, both corporate ability association and social responsibility association let consumers be aware of global self-corporate brand congruity. Fourth, being conscious of each of pride, gratitude and global self-corporate brand congruity prompts consumers to behave positively toward corporate products. Fifth, mediation effects of pride and the congruity in the roles of corporate ability association on the positive behavior, and those of gratitude and the congruity in the roles of corporate social responsible association on the positive behavior are identified. Conclusions - Based on the results, it can be said that a marketing manager should endeavor to make consumers associate the corporate ability and social responsibility. However, the degree of consumers' feelings such as pride and gratitude can differ according to their cultural backgrounds. It is, therefore, needed to be explored by the types of feelings that can be caused more from the difference in cultural backgrounds by corporate association, and to be investigated differently and positively with behavioral effects on the corporate's products between the types.

• Journal of Industrial Convergence
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• v.4 no.1
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• pp.133-152
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• 2006

The objectives of this study are as follows. First, we try to find out if self-congruity between brand personality and self-image overall has significant influence on the attitude toward brand. Second, we figured out whether functional, experiential, and symbolic values have influence on the attitude toward brand. Third, we figured out if self-congruity between brand personality and self-image has significant influence on a functional, experiential, and symbolic values. Main results are as follows. Consumers tend to prefer certain brand of casual wears in accordance with their cognized brand-personality and self-image. Functional values of Bean-Pole, Hazzys, and Tommy's except Polo have positive influence on attitude toward brand. Experiential and symbolic values of all the four brands have positive influence on attitude toward brand. However, the influences of self-congruity between brand personality and self-image on individual brand varied.

• The Research Journal of the Costume Culture
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• v.26 no.5
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• pp.806-821
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• 2018

The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.

• Journal of Distribution Science
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• v.17 no.2
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• pp.77-89
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• 2019

Purpose - This study presents the relationships between parent brand-self image congruence, parent brand -functional congruity, perceived fit between parent brand and extension product, and consumer's attitude toward extension product using the structural equation model. As for preceding concepts having a direct effect on consumer's attitude toward brand extension, the study focuses on parent brand-self image congruence and parent brand-functional congruity. It also looks at the effect of parent brand-self image congruence and parent brand-functional congruity on the consumer's attitude toward extension product and identifies if the perceived fit between parent brand and extension product is a concept playing a mediating role between parent brand-self image congruence or parent brand-functional congruity and consumer's attitude toward brand extension product. Research design, data, and Methodology - SPSS for Windows 18.0 and AMOS 18.0 were used for data analysis. Then, the Cronbach's α coefficient was obtained using SPSS for Windows 18.0 to measure reliability. In addition, the convergence and discriminative measures of the measured items were statistically verified using AMOS 18.0. Finally, we have validated a path model and a parameter model in which brand personality-self-matched attitude toward brand extension. Results - Studies have shown that the impact of parent brand-self image consistency and parent brand-functional consistency on the attitude of extended products was positive. Perceived fit between parent brand and extension products has been shown to play a role of intermediary between parent brand-self image congruence and consumer attitudes to extended products. However, perceived fit between parent brand and extension products did not play a role as intermediary between the parent brand-functional congruity and the attitude toward the extended product. Finally, in relation to the causal relationship between parent brand-congruity (self image/functionality) and attitudes to extended products. The effect of parent brand-functional coherency on attitudes toward extended products was found to be greater in groups with higher involvement than in those with lower involvement. Conclusions - Although few studies have been done on what variables mediated when parent brand-self image consistency and parent brand-functional coherency affect consumer attitude, this paper is significant in finding whether perceived fitness between the parent brand-congruity and the extension product is mediated.

• Korean journal of food and cookery science
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• v.26 no.6
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• pp.717-726
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• 2010

The purpose of this study was to measure customers' perception of brand personality and self-image of family restaurants and compare the congruity between brand personality and customer-perceived self-image according to customers' general characteristics. Self-administered questionnaires were completed by 377 customers, and data were analyzed by frequency, chi-square, paired samples t-test, factor, reliability, cluster, and discriminant analyses. Results of the study were as follows: factor analysis of brand personality and customer-perceived self-image as 5 factors, i.e., sincerity (10 variables), excitement (8 variables), competence (7 variables), sophistication (6 variables), and ruggedness(5 variables). As a result, the averages of brand personality and self-image of family restaurants were $2.93{\pm}0.39$ and $3.24{\pm}0.52$, respectively. Cluster analysis divided subjects into two groups according to congruity between brand personality and customer-perceived self-image of family restaurants: congruity group and incongruity group. The two groups were differed from one another in general characteristics. Limitations and future research directions are also discussed.

• Journal of Digital Convergence
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• v.17 no.3
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• pp.129-137
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• 2019

The purpose of this study is to investigate the effects of the actual self congruity and the ideal self congruity on positive attitudes toward city through fictitious city brand experiments. Additionally, the moderating role of city brand personality in relationship between brand-self congruity and positive attitudes are examined. This research conducted a survey after developing scenarios of two city brand personality. Frequency analysis to identify the characteristics of respondents, t-test to check the experimental manipulation, multiple regression analysis and chow test for hypothesis testing were performed through the SPSS Statistics 21 program. The self congruity of city brand had significant effects on attitudes toward city, but the moderating role of city brand personality was not significant. Theoretical and managerial implications of the findings were discussed and self congruity is an important variable in brand-consumer relationship in city brand. Finally, limitations of this study and future research directions were discussed.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.1
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• pp.12-25
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• 2016

Based on the self-congruity theory, this study investigated how congruity between multi-brand store image and consumers' self-image affect store attributes and consumer responses. A total of 331 questionnaires were used to analyze data. The results of research were: 1) 'Sophistication' as the congruity factor between store image and consumers' self-image affected 'utility', 'atmosphere', and 'design' among store attribute factors. Also, 'sincerity' influenced 'utility' as the store attribute factor. 2) 'Atmosphere' as the store attribute factor positively influenced consumers' emotional responses, and 'utility' and 'design' factors positively influenced consumers' cognitive responses. 3) Consumers' emotional responses had a positive impact on consumers' cognitive responses; in addition, consumers' emotional and cognitive responses had positive impacts on consumers' behavioral responses. 4) A-Land indicated higher scores on 'sophistication', 'atmosphere', and 'design' factors than ABC Mart. ABC Mart had shown higher scores on 'ruggedness' and 'utility' factors than A-Land. This study provides practical implications to develop effective marketing strategies to manage multi-brand stores.