Examining image congruence and its consequences in the context of robotic coffee shops

Abstract

This study aimed to find the role of image congruence in the context of robotic coffee shops. More specifically, this study proposed that three types of image congruence including actual self‐image congruence, ideal self‐image congruence, and social self‐image congruence aid to increase brand attitude. In addition, it was proposed that brand attitude positively affects brand attachment and brand loyalty. For this, this study collected data from 325 customers who used robotic coffee shops. The data analysis results indicated that the three types of image congruence have a positive influence on brand attitude. In addition, brand attitude was found to be an important factor affecting brand attachment and brand loyalty.