ABSTRACT
This research set out to find how consumer self-esteem moderates the relative importance of actual self-congruity vs. ideal self-congruity on women’s brand loyalty to fitness brands. College-aged women were the primary focus of this research because this demography represents an emerging consumer group and because the literature suggests women score significantly lower than men on self-esteem scales in physical appearance, athletic self, personal self, and self-satisfaction self-esteem. A survey of 151 women of 18 - 24 ages was conducted supporting prior research findings that actual and ideal self-congruity are both positively correlated with brand loyalty.
Keywords: Consumer Self-Esteem, Actual Self-Congruity y, Brand Loyalty, Gender Differences in Brand Loyalty, Moderating Effect of Self-Esteem and Brand Loyalty.
Received : 01st July 2021
Accepted : 15th July 2021
Published : 25th August 2021