Cognitive antecedents and affective consequences of customers' self-concept in brand management: A conceptual model

Purpose This study aims to analyze the antecedents and consequences of customers' actual and ideal self-congruence in the tourism and hospitality context. This research analyzes playfulness (e.g. creative- and enjoyment-based), self-congruence (e.g. actual and ideal self-congruence) and passion (e.g. harmonious and obsessive). Design/methodology/approach Data were collected from 350 integrated resort customers in the USA, and the hypotheses were examined using partial least square-structural equation modeling. Findings Findings suggest that creative-based playfulness significantly and positively influences the different types of customers' self-congruence. Moreover, a fit between integrated resort brand and customers' actual and ideal self leads to their harmonious and obsessive passion toward integrated resort brand. Research limitations/implications In the integrated resort setting, customers' attitude toward innovation served as the antecedent of self-congruence and passion. The proposed model can be used to other sectors, such as hotels, restaurants and casinos. Practical implications The present study contributes to integrated resort service providers through the provision of several insights into how they can manage integrated resort brands. Originality/value This study contributes to the service research and extends previous studies in several important ways. Although previous studies have focused on analyzing the effect of the playfulness of product on customers' behavior, the current study moves a step further by assessing its relationship with dual types of image congruence and passion in the tourism and hospitality setting.