Beyond coffee: how customers’ perceptions of self-congruity and functional congruity influence brand loyalty and eWOM in a name-brand coffee shop

Purpose This study adopts a comprehensive theoretical framework, integrating self-congruity theory, the Elaboration Likelihood Model (ELM) and consumer–brand relationship (CBR) to investigate how brand love mediates the relationships between self-congruity, functional congruity, brand loyalty and electronic word-of-mouth (eWOM) among name-brand coffee shop consumers. Design/methodology/approach A conceptual model was developed based on theoretical and empirical background. Pathways through which customers’ self-congruity and functional congruity affect brand loyalty and eWOM, focusing on the mediating role of brand love. Data were collected through an online structured questionnaire from a sample of 578 Taiwanese consumers of name-brand coffee shops. The model was tested using partial least squares structural equation modeling (PLS-SEM) to validate hypothesized relationships. Findings Self-congruity and functional congruity with a name-brand coffee shop determine consumers’ brand love and loyalty. However, functional congruity plays a greater role in forming brand love and brand loyalty than self-congruity. Brand love partially mediates the relationships between self-congruity, functional congruity and brand loyalty. Furthermore, brand love and brand loyalty positively contribute to eWOM, underscoring the importance of emotional alignment and loyalty in fostering consumer eWOM. Originality/value This research advances the understanding of CBR by demonstrating that functional congruity, more so than self-congruity, can be a primary driver of brand love, brand loyalty and eWOM in a name-brand coffee shop context. The study offers actionable insights for brand managers aiming to leverage emotional brand connections to foster customer loyalty and eWOM, providing a more nuanced understanding of consumer behavior in the digital age.