Self-congruity and flow as antecedents of attitude and loyalty towards a theme park brand

Brand loyalty is believed to be a sustainable advantage for theme parks. Since theme parks represent a man-made environment purposefully built for specialized market segments, studying factors that lead to brand loyalty for theme park products is of strategic importance. These factors have yet to be identified in the current literature, however. Recognizing the potential influence of self-congruity and flow in the theme park consumption experience, and thus its influence on loyalty, the current study investigated the effect of these constructs on visitor attitude and loyalty towards a theme park brand. The results revealed that both self-congruity and flow are the antecedents of visitor attitude and brand loyalty. The theoretical contributions of this study, as well as managerial implications concerning image projection, branding strategy, and park experience design, are discussed.