Impact of dance in advertisements on emotional attachment towards the advertised brand: Self-congruence theory

The present study examines how consumers’ perceived congruence between their self-concept and the image of the dance incorporated in online advertisements influences emotional attachment toward the advertised brand. The partial least squares structural equation model was applied to the data analysis. The results show that congruence between self-concept and the dance incorporated in online advertisements has a positive impact on emotional attachment toward the advertised brand. More specifically, the present study demonstrate that ideal self/dance-congruence increase emotional attachment towards advertised brand as hypothesized. However, contrary to expectations, actual self/dance-congruence has negligible contribution to emotional attachment towards advertised brand. The managerial implications of the study are outlined.

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Promotion Management on 07/11/2019, available online: http://www.tandfonline.com/10.1080/10496491.2019.1685620.