The Relationship of Self Congruity and Attitude Toward Luxury Hotel Repository

The Relationship of Self Congruity and Attitude Toward Luxury Hotel

Sri Hartini (2019) The Relationship of Self Congruity and Attitude Toward Luxury Hotel. OPCION, 35 (22). pp. 888-905. ISSN 1012-1587, e-ISSN: 2477-9385

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Abstract

This research aims to explain the relation of self-congruity and attitudes towards the luxury brand and fashionable lifestyle as the moderation variable. The self-congruity divides into actual, ideal and social self -image. The brand attitude divides into cognitive, affective and conative. The sampling technique uses accidental sampling. The results of the study show that the ideal and social self-congruity does not affect the cognitive and affective attitudes shown by the sample. The fashionable lifestyle does not moderate the relationship between ideal self-congruence and conative attitude. In conclusion, fashionable lifestyle does not moderate the effect of ideal self-congruence on attitudes.

Item Type:

Article

Uncontrolled Keywords:

Brand,Attitude,Fashionable,Self-Congruity,Luxury.

Subjects:

H Social Sciences
H Social Sciences > HD Industries. Land use. Labor > HD5701-6000.9 Labor market. Labor supply. Labor demand
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5410-5417.5 Marketing. Distribution of products

Divisions:

04. Fakultas Ekonomi dan Bisnis > Manajemen

Creators: