Journal of Business Management Perspective

Journal of Business Management Perspective

The Effect of Actual and Ideal Self-Congruence on Brand Attachment and Continuous Usage (Case Study: Facebook)

Document Type : Original Article

Authors
Mohsen Akbari 1
Kamran Zahedfar 2
sahar naseri 3
1 University of Guilan
2 PhD Student, Tehran University, Farabi Campus
3 MSc. Student, Guilan University
10.29252/jbmp.13.19.177
Abstract
 Abstract     Virtual social networks are new phenomena which are formed from the integration of different communication technologies. Facebook has the highest number of visitors in recent years. This paper aims to investigate the effect of different factors on the continuous usage of Facebook. 406 questionnaires are gathered from Iranian users and Lisrel is used to analyze this data. The results show that congruence with ideal self, trust and brand identity have positive impacts on brand attachment. Brand attachment, trust and social connection have positive impacts on intention to use and intention to use, connection and social influence lead to continuous usage. Congruence with ideal self has no impact on brand attachment and intention to use is not affected by Facebook identity and social influence. Keywords: Perceived Actual Self-Congruence; Perceived Ideal Self-Congruence; Trust; Brand Attachment; Social Influence; Social Ties.
 
Keywords
Perceived Actual Self-Congruence
Perceived Ideal Self-Congruence
Trust
Brand Attachment
Social Influence
Social Ties
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