Benlik Uyumu ve Fonksiyonel Uyumun Tüketici-Marka Bağı Üzerindeki Etkisi: Cep Telefonu Kullanıcıları Üzerine Bir Çalışma

Abstract

The present study aims to explore the direct effects of self congruity and functional congruity on consumer-brand engagement and functional congruity’s role as a mediator on the effect self-congruity on consumer-brand engagement. Primary data was preferred for the model testing. For this purpose, data was collected from 350 participants living in Ankara. In order to test the hypoteses, multiple regression and bootstrapping analyses were used. The results of the analyses show that self congruity and functional congruity of mobile phone users affects consumer-brand engagement positively. Furthermore, it is revealed that functional congruity has a mediator role on the relationship between self congruity and consumer-brand engagement