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

TLDR

The study aimed to develop an integrated model linking brand personality, self‑image congruity, hedonic and utilitarian values, and behavioral intentions for sky lounge users. The model connects brand personality to self‑image congruity, which then influences hedonic and utilitarian values that predict revisit and recommendation intentions. Brand personality predicted self‑image congruity, which mediated hedonic and utilitarian values that influenced revisit and recommendation intentions, with sensory experience moderating the hedonic and utilitarian effects.

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.