Does Brand Attachment Make Consumers Overly Loyal to Skintific? Examining Self-Image Congruence and Consistency

Abstract

This study aims to examine the effects of self-image congruence and self-consistency on brand loyalty toward Skintific products in Indonesia, with brand attachment serving as a mediating variable. A quantitative approach was employed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) based on data collected from 160 Skintific consumers in Southeast Sulawesi selected through purposive sampling. The findings reveal that self-image congruence has a positive and significant effect on both brand attachment and brand loyalty. Self-consistency significantly influences brand attachment; however, it does not have a direct effect on brand loyalty. Furthermore, brand attachment has a positive and significant impact on brand loyalty and mediates the relationship between self-consistency and brand loyalty. In contrast, brand attachment does not mediate the relationship between self-image congruence and brand loyalty, indicating that the alignment between consumers’ self-image and brand image can directly foster loyalty. These findings contribute to the brand loyalty literature in a collectivist cultural context by demonstrating that loyalty does not always depend on emotional attachment. From a managerial perspective, companies should align their brand identity with consumers’ self-concept and cultivate strong emotional bonds to enhance long-term loyalty. Future studies are encouraged to incorporate socio-cultural factors and switching barriers as additional variables.

Keywords:  Brand Attachment, Brand Loyalty, Self Image Congruence, Self Consistency