What Is Self- Congruity And Consumer Behaviour - 1406 Words

LITERATURE REVIEW OF PUBLISHED JOURNAL ARTICLES Several journal articles have been published in relation to the concept of self- congruity and consumer behaviour. It is seen that different articles focus on developing brand personality and image, pertaining to a specific field. In case of tourism industries, it is seen that self- congruity plays a very major role, even though destination branding is different from that of any normal product or service (Usakli Ahmet, 2009,p.1). The research on destination and self-congruity is quite new to race, but many destinations around the world have been trying to adopt branding strategies similar to those used Samsung, Sony, LG etc., in an attempt to differentiate their identities and to emphasize the uniqueness of their products (Morgan, Pritchard, Pride, as cited in Usakli Ahmet, 2009,p.1). Other journals on destination branding have also related to the theory of self-congruity. Similar to the branding of a product, destination branding is also seen to have both functional and symbolic congruity. They are also included as important elements that contribute towards the traveller’s congruity towards a destination (Sergy Su, 2000, p.341). The hypothesis suggested here relate to the effect of functional congruity over self- congruity. In order to measure the relation between user image and self-concept, the mathematical discrepancy index was used, involving the seven point Likert type scale (Sergy Su, 2000, p.350). 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