Riding on the tailwinds of quality: Product quality as moderator on the effect of brand-consumer congruence on consumers’ recommendation behavior
(A2019-9743)

AUTHORS

Thomas Steiner, Seeburg Castle University; Magdalena Bekk, University of Cologne; Thomas Öhler, Seeburg Castle University; Matthias Spörrle, Seeburg Castle University

KEYWORDS

self-congruence; brand personality; word-of-mouth

ABSTRACT

Extending previous self-congruence research, our study is the first to demonstrate that product quality increases the positive effects of personality-based congruence indicators on brand-consumer fit as well as the positive effect of this fit on word-of-mouth-communication in a moderated mediation model based on a customer sample.