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Brand loyalty in a gaming context takes many forms, including conscious selection of brand, intention of game continuation, positive word of mouth, recommendation, or even active recruitment. As games can be played multiple times, player loyalty is essential to fostering an on-going relationship between brand and consumer. This study focuses on the theory of self-congruity, the congruence between one’s self-concept and one’s perception of a brand’s personality, and its impact on brand loyalty in the gaming industry, a market that has grown exponentially in recent years. Through 31 in-depth interviews, the initial qualitative research explores self-congruity (actual, ideal, social, and ideal social) and its relationship to the gaming environment and how that impacts brand loyalty. The findings of the first study demonstrated: 1. congruity between the player and game character, rather than the game itself, 2. the deeply personal approach to character design, and 3. the feeling of immersion in the game’s narrative. Based on the initial study findings, the second study was developed to incorporate flow theory that describes the nature of feeling fully immersed within the game. A conceptual model was created to integrate self-congruity and flow theories and their impact on brand loyalty. The model was then tested through 512 respondents of a self-reported survey. Results supported prior researchers’ findings, such as the relationships between player-character identification and flow as well as flow and loyalty. Yet, we found that ideal congruity may be a stronger indicator of loyalty as mediated through flow, while actual congruity may in fact inhibit the relationship. The results of this research provide a theoretical contribution by adding self-congruity theory to the flow and loyalty body of knowledge in the gaming space. Furthermore, the self-congruity measurement model provides an alternative measurement method to the previous player-character identification model. From a managerial perspective, the study results support an approach to game design that encourages character design suited to players’ ideal selves rather than mimicking their actual, “real world” selves. / Business Administration/Marketing

This research aims to examine a framework to test the relationships between consumers' perceptions of a retailer's brand personality and outcome variables (i.e., positive word-of-mouth about and patronage intention toward the retailer) by applying identity and social identity theories to reveal possible factors influencing these relationships in both department and discount retailer image formats. This research hypothesized that retailer brand personality should influence consumers' behavioral outcomes through private and public forms of self-congruity. The more positive the perception of a retailer's brand personality, the higher the private and public self-congruities with the brand personality. In addition, considering the unique, tangible nature of a store's environment, this research suggested that retailer brand identity (RBI), a consumer's perception of oneness with a retailer brand, should play an important role in the retailer brand personality-behavioral outcomes framework by mediating the influences of both private and public self-congruities on various behavioral outcomes. Moreover, the relationships among two forms of self-congruity and perceived RBI should be moderated by the shopping conspicuousness situation (i.e., whether co-shopping with important others or alone and whether shopping in an environment in which one is visible to important others or is relatively secluded) and consumer shopping involvement (i.e., whether consumers see shopping as an important and self-relevant activity). To test the study's hypotheses, data were collected from a sample of 616 general consumers via a self-administered questionnaire provided through the website of an online survey research firm. This research used a 2 (retailer image format) X 2 (shopping situation conspicuousness) between-subjects quasi-experimental design in which subjects were randomly assigned to one of the four treatment groups who read a scenario that provided a description of a retailer image format of either a hypothetical department (n = 311) or discount store (n = 305) and a description that manipulated the shopping situation as being either high (n = 303) or low (n = 313) in shopping conspicuousness. Results revealed that the retailer brand personality scale, adapted from BPS, a brand personality scale developed by Aaker (1997) and other scales specifically used to measure retailer brand personality (Dardin & Babin, 1994; d'Astous & Lévesque, 2003; Helgeson & Supphellen, 2004) comprised two positive dimensions (i.e., Modish and Genuine) and one negative dimension (Inactive). Each dimension influenced the behavioral outcomes of Word-of-Mouth and Patronage Intention differently. Perceived Genuineness was the most influential dimension among the three, exerting direct and indirect influences through increasing Private and Public Self-congruities and overall RBI on both WOM and Patronage Intention. However, Modish had only a direct negative effect on Patronage Intentions whereas Inactive had indirect effects on both behavioral outcomes through a combined (direct and indirect) negative effect on overall RBI. This research also revealed that overall RBI, driven by its affective and evaluative dimensions, fully mediated the influences of Private and Public Self-congruities on behavioral outcomes, suggesting overall RBI as an important factor in the retailer brand personality-behavioral outcomes framework. Moreover, the relationship between Public Self-congruity and overall RBI was found to be stronger in the high Shopping Conspicuousness Situation whereas the relationship between Private Self-congruity and overall RBI was found to be stronger in the department store image format. The moderating role of Consumer Shopping Involvement on the relationships among self-congruities and overall RBI was not significant. Theoretical and managerial implications of these findings and limitations of the study are provided.

abstract: Using a modified news media brand personality scale developed by Kim, Baek, and Martin (2010), this study measured the personalities of eight news media outlets and combined them into the same associative network with participants’ self-image via the Pathfinder tool (Schvaneveldt, Durso, & Dearholt, 1989). Using these networks, this study was able to both explore the personality associations of participants and observe if self-congruity, measured by the distance between the self-image node and a brand, is significantly related to participant preference for a brand. Self-congruity was found to be significantly related to preference. However, this relationship was mediated by participants’ fiscal and social orientation. Overall, using Pathfinder to generate associative networks and measure self-congruity could be a useful approach for understanding how people perceive and relate to different news media outlets. / Dissertation/Thesis / Masters Thesis Human Systems Engineering 2018

Fast fashion brands provide consumers with constantly available opportunities to update,not only their wardrobes, but themselves. As our identities have become a constant projectto work on, consumption of fast fashion involves the possibilities of trial and error ofpersonal development. Consumers are predisposed to shape or change their personalities byusing brands as additional traits. This is conceptualized as Brand Engagement in SelfConcept (BESC) to explain how consumers build and express identities. Even if FastFashion is recognized to make trends available for a democratized audience who continuallyevolve temporary identities, it is a limited researched area where Brand Engagement in SelfConcept (BESC) is addressed. As this tendency to involve brands in consumers' self-concept(BESC) is defined as an individual trait to be measured, there is still no qualitative researchto our knowledge that provides deeper insights of how this subjective objective is displayedor affecting the pre-purchase stage within the context of fast fashion.The purpose of this degree project is to develop a deeper understanding of consumers'tendency to incorporate brands as a part of their self-concept and how brand engagement inself-concept (BESC) influences the pre-purchase stage in the decision-making process inthe context of fast fashion. In order to fulfil this purpose, a qualitative study wasimplemented by applying semi-structured interviews with six individuals with the propertyof being consumers of generation Z. Pursuant to previous research that states how thesegeneral tendencies of BESC varies amongst individuals, we were able to identify diversegeneral tendencies in the empirical findings of involving brands in self-concept.These various indications of involvements were represented by the identified themesreflecting how the consumers are applying the silent, but expressive languages of clothing,regarding their representation of themselves through what they wear, awareness of trendsand the extent of purchasing.With regard to these identified indications of involving brands in self-concept to differentextent, our empirical findings resulted in themes, addressing how the pre-purchase stagewas influenced in the context of fast fashion. Our results show how the pre-purchase stageis initiated by recognizing a need or opportunity congruent with the self-concept.Additionally, as information is searched, this stage is influenced by the involvement ofbrands in the self-concept by the identified themes: inspiration, coincidence and familiarity.As the evaluation of alternatives is made, the themes of “considerations to social context”and “the fit” are identified as being influenced by BESC. The consumers' self-concept hasbeen found to be defining the extent of influence, in terms of composing the reference tocompare fast fashion brand personalities with. Consequently, we draw the conclusion thatthe negative associations of fast fashion limited the involvement of fast fashion brands inthe self-concept as these personalities were considered unappealing by representing cheap,quick compliance, low quality and unethical values. Our results demonstrate how the needfor social consistency and approval motivates young consumers to involve fast fashionbrands in their self-concept. This is contradicting displayed in terms of buying the basicassortments with the absence of fast-moving trends.

The full text will be available at the end of the embargo: 10th April 2027

Background: The digitalisation and rise of social media completely transformed the dynamics of communication where marketers lost full control over the marketing message to consumers. Companies have adapted by utilising Online Brand Communities (OBCs) with an open environment facilitating their consumer relationship with mutual benefits. Recently, companies have started to fear social media, due to the increased spread of negative word-of-mouth (WOM). Recent research reveals that consumers are more prone to share negative WOM than positive WOM, where certain consumers intentionally seek to harm brands by spreading misinformation. This underscores the need for further exploration of the dark side of OBCs.    Purpose: This paper aims to investigate the presence and impact of negative WOM within OBCs focusing on negative expressions concerning product quality, identity and intention. Specifically, it examines what negative expression has the most significant impact on consumer outcomes in the form of loyalty, intention and emotional attachment. Method: A mixed methodology approach was conducted for this study. The qualitative approach involved conducting a netnography to analyse the dynamics within OBCs and identify negative comments present within the communities. The quantitative approach was then implemented through a survey, incorporating the selected comments from the netnography to understand their impact on consumer outcomes.  Conclusion: The netnography findings showed that negative expressions regarding product quality were predominant within OBCs. The survey revealed that negative expressions concerning consumer identity exert the most significant impact on consumer outcomes. Although product quality discussions dominate OBCs, it was shown to not be the ultimate factor to impact consumer outcomes.

Organizations are working to develop a good image for themselves towards society.However, the practice of corporate hypocrisy is referring to the opposite. Companies thatshow a discrepancy between words and actions claim to be something they are not.Previously, most focus has been on the institutional side regarding corporate hypocrisy.However, more recent academic research has focused on the effects that influence corporatehypocrisy and the individual's perception of it. Moreover, there is an explicit need toinvestigate the power dynamics of these drivers. The purpose of this study is to investigate how the balance between personal and socialdrivers and whether one is always dominant or if there can be situational switches. This isachieved by answering the research question: Do external factors (i.e. social drivers) nurtureindividuals’ sensitivity (i.e. personal drivers) towards corporate hypocrisy and vice versa?This study will give insight into the individual's perception of corporate hypocrisy and howit is built by examining this question. Thus, we analyzed eight individuals from sevendifferent countries to obtain a diverse response. Further, this study used a qualitative researchapproach in which eight semi-structured interviews were conducted, and the empirical datawas later derived through the use of a thematic analysis. With the application of both the Corporate Social Responsibility Framework (CSR) and Self-congruity Framework, it has been found that both social and personal drivers can be dominantin different situations. However, the analysis further found that an additional driver can bedictating both previous drivers. This was identified to be "the level of affectedness". Thismakes it reasonable to suggest that companies should put additional focus on such drivers asthey may decide how a company is viewed by the public. On a societal level, these researchfindings suggest that it can be valuable to understand the origin and drivers that form anotherperson's opinion, which in turn could contribute as a building block to a society andworkforce that is coloured by equality and inclusion.

本研究探討真實自我、理想自我與品牌人格的一致性以及消費幻想，對於消費者品牌偏好度之影響，並將真實自我、理想自我與品牌人格的一致性分為五大構面，探討各構面對於消費者品牌偏好度之相對影響。採用Aaker (1997) 所發展出來的品牌人格量表來衡量真實自我、理想自我以及品牌人格，消費幻想的衡量則是採用黃依婷 (2006) 所發展之幻想程度的量表。 本研究選擇進行問卷調查的品牌包含象徵型及功能型兩類型，且具高知名度、不同來源國、消費者使用目的及產品價格等特質，經由與專家討論，選出台灣的宏碁 (Acer)、法國的路易威登 (LV)以及美國的星巴客 (Starbucks)，並將問卷以品牌分為三類，採隨機發放，共收集428份有效問卷，其中Acer品牌問卷有134份、Starbucks品牌問卷有143份、LV品牌問卷有151份，透過一般線性模式分析，驗證品牌人格與自我一致性以及消費幻想，對於消費者品牌偏好度之影響。 研究結果顯示，真實自我及理想自我與品牌人格的一致性、消費幻想及品牌對於消費者品牌偏好度均無影響，但是真實自我及理想自我與品牌人格的一致性與消費者品牌偏好度間的關係，會受到消費幻想及品牌的影響。對於象徵性品牌而言，消費幻想高的人並不在意品牌與自己之真實自我或是理想自我有無一致，只要品牌的象徵性意涵豐富，能夠滿足其幻想，消費者就會對品牌有較高的偏好，消費幻想低的人比較務實，所以對於象徵性品牌的偏好度較低；就功能性品牌而言，消費幻想高的人除了產品基本的功能性訴求之外，還希望品牌能夠用來表達真實自我或是理想自我，但是消費幻想低的人比較實際，較注重產品的功能面，所以比較不在意品牌是否能展現自己。若將真實自我一致性分為五個構面來看，真實領先自我一致性對於消費者品牌偏好度有影響，且此關係亦會受到消費幻想的影響，真實誠懇自我一致性與消費者品牌偏好間的關係，會受到消費幻想及品牌的影響。 對於廠商而言，若其品牌屬於象徵性品牌，應該將品牌之象徵性意涵更為突顯吸引更多消費幻想高的人，不需在意品牌人格是否與消費者之自我一致，若其品牌屬於功能性品牌，廠商對於消費幻想低的人應該著重加強品牌功能的宣傳，對於消費幻想高的人要使得品牌具有人格特質以表達消費者的自我。對於消費者而言，若能先瞭解自己消費幻想的程度，將有助於選擇適合自己的品牌。消費幻想高的人，在選購象徵性品牌時，可選擇象徵性意涵豐富的品牌，在選購功能性品牌時，建議選擇符合自己所追求人格特質的品牌；若為消費幻想低的人，不建議購買象徵性品牌，在購買功能性品牌時，要特別注意其功能的表現。 本研究將品牌人格與自我一致性分五大構面，探討其對於消費者品牌偏好的影響，確實瞭解真正影響消費者對於品牌偏好度之品牌人格與自我一致性的特質，能夠給予廠商明確的建議。在本研究之前，對於消費幻想的研究僅止於理論的發展及量表的建構，本研究將消費幻想進行品牌偏好度的實務驗證。 / The main purpose of this research is to investigate the effects of real-self congruity, ideal-self congruity, and consumer fantasy on consumers’ brand preferences. Furthermore, the research divided real-self congruity and ideal-self congruity into five dimensions to discuss the effects of each dimensions on consumers’ brand preferences. The American brand personality scale proposed by Jennifer Aaker in 1997 was used to measure brand personality and self congruity, while consumer fantasy was measured using the fantasy scale by Huang, Yi-Ting (2006). Brands in the research included both symbolic brands and functional brands, that are well-known, come from different countries of origin, used for different usage purposes, and carry different prices. After discussions with a professional, Acer, Louis Vuitton (LV), and Starbucks were selected. Questionnaires for each brand were developed and were distributed randomly. 428 valid questionnaires were collected, among which 134 were Acer brand questionnaires, 143 were LV questionnaires, and 151 were for Starbucks. Data was analyzed by general linear model. The results of the research are in the following. 1. There were no effects of real-self congruity or ideal-self congruity, consumer fantasy, and brands on brand preferences. 2. The relationships between real-self congruity and brand preferences or ideal-self congruity and brand preferences are affected by consumer fantasy and brands. 3. For symbolic brands, consumers with high fantasy don’t care whether the personalities of the brands are consistent with their real-self or ideal-self concepts. As long as the symbols of the brands can satisfy their fantasy, they will have high brand preferences. 4. For functional brands, consumers with high fantasy still hope that the brands can express their real-self or ideal-self concepts. In contrast, people with low fantasy are realistic so they focus a lot on the function that the brands can provide them and don’t care whether the brands can express themselves. 5. The relationship between real-leading-self congruity and brand preferences is affected by consumer fantasy. 6. The relationship between real-sincere-self congruity and brand preferences is affected by consumer fantasy and brands. Businesses whose brands are symbolic ones should emphasize the symbols of their brands to attract more consumers with high fantasy levels but don’t need to be as concerned with whether the personalities of the brands are consistent with consumers’ real-self or ideal-self concepts. On the other hand, businesses whose brands are functional brands should emphasize the great functionality of their brands to attract consumers with low fantasy and make the brands have personalities to express consumers’ real-self or ideal-self. Moreover, consumers should understand the degree of their fantasy to help them purchase suitable brands. When purchasing symbolic brands, consumers with high fantasy can select brands with rich symbols, while when purchasing functional brands, they should buy brands with personalities that fit their real-self or ideal-self. Consumers with low fantasy should buy less symbolic brands and should pay attention to the functions of the brands when purchasing functional brands. This research contributes by dividing the real-self congruity and ideal-self congruity into five dimensions and discussing the effects of each of them on brand preferences. This can lead to a better understanding of how the real personalities of brands and consumers’ self concepts affect brand preferences which will be useful to help companies form branding strategies. In addition, prior to this research, the studies about consumer fantasy were limited to the development of theories and the construction of the scale to measure consumers’ fantasy. This research connects consumer fantasy and brand preference to study the relationship between them.