Examining the nexus between self-congruity, brand love and negative consumer behavioural outcomes

The study intends to investigate the impact of self-congruity and brand love on negative consumer behavioural outcomes. Structural equation modelling was used to analyse data collected from 506 luxury fashion consumers using a convenience sampling technique. The results confirm that actual, ideal, and social self-congruity are determinants of brand love and, through brand love, influences negative consumer behaviour towards loved brands. The study identifies brand love and self-congruity as key determinants of consumer behaviour. The research reveals that brand love outcomes can be both positive and negative. Brand managers can strengthen consumer-brand relations by managing their brand personalities to align with the consumers’ private and public selves. Brand managers should also tailor their brand communication to project positive attitudes that will elicit positive behaviours.