Actual and ideal-self congruence and dual brand passion

Purpose The aim of this study is to explore the relationships between actual (ASC) and ideal self-congruence (ISC) and harmonious (HBP) and obsessive brand passion (OBP). Design/methodology/approach Study 1 uses a sample collected via Amazon’s Mechanical Turk to test a baseline conceptual model which links ASC and ISC to HBP and OBP. Study 2 employs a sample outsourced through Qualtrics. Study 2 had dual objectives: to replicate Study 1 using a larger and more diverse sample and to test whether hedonic brand characteristics may affect the hypothesized relationships between two types of self-congruence and two types of brand passion. Findings The findings suggest that different types of self-congruity influence different types of consumer passion for the brand. Specifically, a fit between brand personality and one’s true self (ASC) helps develop a passion for the brand that is self-affirming and in harmony with other facets of the consumer’s life. Fit between brand personality and one’s ideal self (ISC) leads to OBP. The results suggest that hedonic benefits of a brand do not moderate the relationship between ASC and HBP. Originality/value This research examines the duality of brand passion (harmonious and obsessive) and the relationships with consumers’ ASC and ISC. It provides insight into how a product-related context variable (hedonic nature of the product) can moderate these relationships and further augments the nomological network of the dual brand passion concept in the brand consumer context.