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Effect of Self-image Congruity and Functional Congruity on Brand Trust, Brand Attachment, and Brand Loyalty: A Case of Airline Brands

Hur, Seo-Young 1 Chun, Byung-gil 1

1동국대학교

Excellent Accredited

ABSTRACT

This study investigates the roles of self-image congruity and functional congruity of users in the airline brand loyalty formation process and verifies the difference between full-service airlines and low-cost carriers in the cause-effect relations of self-image congruity for airline brands, brand trust, and brand attachment. A total of 336 valid samples from consumers who had experienced flying with domestic airline companies in the previous three years were analyzed. The results of the study are as follows. First, it was found that both the functional congruity and self-image congruity had an impact on brand trust. Second, it was found that functional congruity did not affect brand attachment, while self-image congruity had an impact on forming brand attachment. Third, it was found that brand trust had an impact on brand attachment and brand loyalty. Fourth, it was found that there was no difference in the impact of self-image congruity on brand trust and brand attachment according to airline type. Based on the research results, implications on brand marketing for domestic low-cost carriers and full-service airlines are discussed.

Citation status

* References for papers published after 2022 are currently being built.