A Link between Consumer Empathy and Brand Attachment on Branded Mobile Apps: The Moderating Effect of Ideal Self-Congruence

Background/Objectives: The present study examined a hypothesized model of branded mobile apps that considers the impact of consumer empathy on brand attachment and the moderating effect of ideal self-congruence. Methods/Statistical Analysis: Based on data collected from 395 Korean undergraduate students who have used branded apps, testing of the hypothesized model was conducted by structural equation modeling using AMOS 21. The current study controlled for CMV by including all items loaded on their theoretical constructs a single source as a first-order factor in the structural models. Findings: The results showed a strong moderating effect of self-congruence on the relationship between consumer empathy and brand attachment in the context of branded applications. Therefore, consumers who experience empathy with their branded mobile apps are likely to emotionally attach to a brand when they perceive a high level of ideal self-congruence with the brand. Application/Improvements: Based on these findings, brand managers can take advantage of mobile application channels for the purposes of branding and relational marketing strategies.