When Authentic Brands Feel Like the Self: The Role of Self-Congruity in Brand Attachment

Research purpose. When authentic brands are aligned with consumers’ sense of self, strong emotional bonds are more likely to be fostered. However, previous studies do not provide a clear picture of how brand authenticity, consumer self-congruity, and brand attachment are related, and whether self-congruity is a central psychological mechanism in this process. The present study aims to address this gap by developing and testing a framework in which perceived brand authenticity is associated with brand attachment, both directly and indirectly through consumer self-congruity.

Design / Methodology / Approach. This study is based on a quantitative research design using an online survey. Data were collected from a convenience sample of adult consumers (N = 482), primarily from Lithuania (74.9%), with additional respondents completing the survey in English (25.1%; including participants from England, Scotland, Germany, and the United States). The sample consisted of 71% women, 27% men, and 2% identifying as other, with a mean age of 26 years. All constructs were measured using established multi-item scales adapted to the context of this study. The hypothesised relationships were tested using structural equation modelling (SEM) with SPSS AMOS.

Findings. The findings suggest that perceived brand authenticity is positively and significantly associated with both consumer self-congruity and brand attachment. In turn, consumer self-congruity is positively and significantly associated with brand attachment. Furthermore, the analysis of mediation shows that the relationship between brand authenticity and brand attachment is partially impacted by consumer self-congruity. Taken together, these findings are consistent with a process in which authentic brands are associated with stronger self-brand alignment, which in turn is associated with stronger emotional attachment.

Value. The most significant theoretical contribution of the study is the identification of consumer self-congruity as a central psychological mechanism associated with the relationship between perceived brand authenticity and brand attachment. By integrating research on brand authenticity with self-congruity and identity-based perspectives in consumer behaviour, the study helps reconcile previously inconsistent findings and offers a more unified explanation of how and why authenticity fosters strong consumer-brand relationships. From a managerial perspective, the findings suggest that firms should prioritise the strategic cultivation of brand authenticity by emphasising heritage, core values, and distinctive brand characteristics. Importantly, authenticity should not be treated as an end in itself, but as a resource that enables consumers to perceive alignment between the brand and their self-concept.