A Study To Understand The Significance Of Value Congruence: Consumer Behavior Perspective

Abstract

Originality/Research need:
Researches on value congruence have revealed its favorable influence on an individual’s behavior. Value congruence is found to be highly studied in various contexts like organizational behavior and psychology; but its impact in marketing context is not found to be extensively researched. Very few researches have been done to understand the influence of value congruence from consumer behavior perspective. Due to this gap, the current paper reviews the past literature on value congruence in various contexts and further attempts to highlight its significance from the consumer behavior point of view. Based on the evidences of positive influence of value congruence on an individual’s behavior, from studies in other are as like organizational behavior and psychology, this paper proposes the importance of consumers’ value congruence with brands and the impact of such congruence on their behavior like brand identification, trust and loyalty. Objective:
The objective of this study is to undertake asystematic literature review, to explore the significance of value congruence and its impact on consumer behavior like trust, brand identification and loyalty. Methodology:
The paper has adopted a systematic literature review, to conceptualize a model after evaluating, and analyzing the various literature on the topic under the study. The method of data collection for this study has been through various online databases, publications, whitepapers, and research articles and published reports. Implications of the study:
This study will add to the academic literature with regards to understanding the various positive influences of value congruence and its significance from the consumer behavior perspective. It will attempt to study the impact of value congruence in various studied contexts and propose its importance in marketing context. From the practitioner perspective, the understanding of positive influences of value congruence on consumer’s psychological factors like trust, brand identification and loyalty will help them devise better marketing strategies.