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Article

The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior

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Pages 29-42 | Received 11 Jan 2018, Accepted 05 Jun 2018, Published online: 23 Jul 2018
 

ABSTRACT

This study attempted to develop an integrated model linking brand personality, self-image congruity, hedonic and utilitarian values, and behavioral intentions in the sky lounge context. Our results indicated that brand personality was significantly related to self-image congruity, which in turn influenced hedonic and utilitarian values. While hedonic value significantly affected intentions to revisit and recommend, utilitarian value significantly influenced intention to recommend. Moreover, self-image congruity and values played a significant mediating role. Furthermore, the links from hedonic value to intentions to revisit and recommend, and from utilitarian value to intention to revisit were significantly moderated by sensory experience.

Disclosure statement

No potential conflict of interest was reported by the authors.

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