The effect of brand personality self-congruity on brand engagement and purchase intention: The moderating role of self-esteem in Facebook

Abstract

This research examines the effect of brand personality self-congruity (BPC) on brand engagement and purchase intention on Facebook, while investigating how self-esteem moderates the relationship between BPC and brand engagement and purchase intention. Data from 301 Facebook users who clicked "like" for a brand were analyzed using factor analysis, structural equation modeling, and multi-group analysis. BPC showed a significant, positive influence on brand engagement and purchase intention. Also, it was found that brand engagement positively associated with purchase intention. Brand engagement partially mediated the relationship between BPC and purchase intention. BPC showed a conditional indirect effect on purchase intention via brand engagement depending on the level of self-esteem. Specifically, participants with lower self-esteem compared to those with higher self-esteem were more likely to seek brands that may help realize ideal self-concepts. Theoretical and practical implications for advertisers are discussed, as well as suggestions for future research in this area.