The role of self-congruity and functional congruity on brand personality-hotel brand loyalty relationship

Hardiana, Shely Rizki

INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen
Vol. 19 No. 3 (2023): Agustus

Not only testing the direct relationship, but this research also intends to examine the indirect relationship of brand personality (BP) on hotel brand loyalty (BL) through self-congruity (SC) and functional congruity (FC). In addition, functional congruity, a topic that is infrequently researched in the tourism literature, is explored in this study. Using WarpPLS 8.0, this study tests the sample of 227 visitors to a hotel in Yogyakarta. The findings show that brand personality, self-congruity and functional congruity are the antecedents of hotel brand loyalty. This study recommends that hotels strengthen brand personality as an intangible asset to gain loyalty