Can you represent me? The influence of consumers' self-congruity on their brand loyalty behavior

Purpose This study aimed to verify the impact of consumers' self-congruity on brand loyalty behavior when stock-out happens; the role of the psychological reactance theory as a mediator was assessed. Design/methodology/approach Data collection was carried out in the form of a questionnaire survey. Data from 417 respondents were analyzed, and structural equation modeling was applied to test the hypotheses. Findings The findings revealed the...