This study delves into the nuanceddynamics between PBO, perceived brand ownership, self-congruity specifically self-image congruity and functional congruity, and consumer brand engagemen
INTRODUCTION
Research background and statement of the problem
In recent decades, psychological ownership has gained recognition in management and marketing as a crucial factor influencing individual workplace motives, attitudes, and behaviors Research by Avey et al (2009), Chang et al (2012), and Pierce et al (2001, 2003) indicates that employees often develop a sense of ownership towards their organizations Meanwhile, the concept of psychological ownership has emerged as an important topic in consumer behavior research, as highlighted by studies from Béal and Sabadie (2018), Joo (2020), and Kumar and Nayak (2019) This phenomenon reflects customers' personal attachment to products, services, or brands, extending beyond mere personalization Marketing researchers are now beginning to explore psychological ownership and its theoretical implications.
Companies aim to create strong connections between customers and their brands to drive positive outcomes Highlighting the importance of Psychological Brand Ownership (PBO) is crucial for fulfilling consumer needs for effectiveness, self-identification, and connection (Pierce et al., 2001) Although PBO's significance is growing, research on psychological ownership in marketing remains nascent, with many key elements still needing thorough exploration in existing literature.
Current research primarily examines specific aspects of psychological ownership, such as consumer control and investment in products or services, while often neglecting the interplay between brand mechanisms and customer experiences Additionally, studies frequently focus on a narrow spectrum of outcomes, failing to capture the comprehensive effects of psychological ownership on diverse consumer attitudes and behaviors This gap in the literature highlights the need for further investigation into the varied influences of psychological ownership on consumer behavior.
Self-congruity theory suggests that customers form strong psychological connections with brands when they perceive alignment between their self-image and the brand's image, as well as functional congruity (Li et al., 2020; Sirgy and Johar, 1999) Despite this, there is limited research on the factors influencing brand loyalty from the self-congruity perspective This study aims to investigate the roles of self-image congruity and functional congruity in predicting brand loyalty, contributing empirical evidence to this emerging area To address these research gaps, a comprehensive model will be developed to analyze the impact of both self-image and functional congruity on brand loyalty.
Recent studies, including those by Gong (2018), Guo et al (2016), and Kumar and Nayak (2019), have explored the impact of psychological ownership (PBO) on customer engagement Gong (2018) focused on the indirect effects of PBO through brand responsibility and self-enhancement, overlooking its direct influence Meanwhile, Kumar and Nayak (2019) viewed customer engagement primarily as a psychological state, neglecting its specific manifestations This study seeks to fill this gap by examining the effects of psychological ownership on consumer brand engagement through tangible manifestations.
In today's technology-driven world, mobile devices such as smartphones, tablets, and laptops have transformed how people interact, work, and access information Their portability and multifunctionality make them essential tools in modern life, significantly influencing consumer behavior and preferences (Wolf, 2023) Despite this growing dependence on mobile devices, there is a notable lack of research on consumer attitudes and behaviors in the mobile device market, particularly in rapidly evolving markets like Vietnam.
Vietnam's booming digital infrastructure, coupled with an impressive 94 percent mobile device ownership, creates an ideal environment for analyzing consumer behavior regarding portable electronic devices The widespread use of laptops and tablets further underscores the strong demand for mobile services and reliable internet connectivity in the country.
Insider Intelligence's report on the Southeast Asia smartphone user market for 2021-2026 reveals that Vietnam had around 62.8 million smartphone users in 2022, marking a 3.6% growth from the previous year and constituting 96% of the country's total internet users.
Amidst this backdrop, researching psychological ownership in the context of mobile device brands is essential for several compelling reasons Firstly, gaining insights into consumer be
Research objectives
This study aims to fill the gaps in the existing literature on customers' psychological ownership by exploring the mechanisms that promote its development and the resulting behavioral outcomes.
• Investigate the direct impact of psychological ownership on consumer brand engagement, analyzing specific manifestations and exploring the nature of this relationship.
• Examine the drivers of psychological ownership with a focus on self-congruity theory, exploring how perceived self-image congruity and functional congruity contribute to the sense of ownership.
• Investigate the predictors of consumer psychological ownership, particularly focusing on perceived brand authenticity and self-congruity as novel factors.
This study seeks to enhance the current literature by exploring the significance and influence of psychological ownership within the ever-evolving marketing landscape.
Subject and scope of research
This study investigates the perception of Psychological Brand Ownership (PBO) among consumers in the mobile device sector, focusing on the interplay between PBA, self-image congruity, functional congruity, PBO, and Customer Brand Engagement (CBE) Data was gathered from Ho Chi Minh City customers aged 20 to 55, who selected their preferred mobile device brands at five major shopping malls over a four-week period By employing this thorough methodology, the research seeks to reveal the intricate dynamics of how PBO shapes consumer attitudes and preferences, ultimately influencing purchase intentions within the mobile device market.
Research methods
To achieve the above goal, a combination of qualitative and quantitative approaches was used.
In the initial phase of qualitative research, relevant information is screened from existing literature, leading to the development of a measurement scale and a preliminary survey table The measurement scales for all constructs studied were derived from previous research and translated into Vietnamese Following this, a questionnaire was crafted, pre-tested with 20 customers, and refined for clarity prior to distribution.
The second stage of the research involved a quantitative study, which included a comprehensive survey and subsequent data analysis Conducted over four weeks at the five busiest shopping malls in Ho Chi Minh City, the survey utilized closed-ended questions formatted on a 7-point Likert scale, ranging from 1 (strongly disagree) to 7 (strongly agree) Following data collection, the dataset was analyzed using SmartPLS 4.0, encompassing several key steps: evaluation of measurement scales, testing for common method bias (CMB), structural model assessment with hypothesis testing, and FIMIX analysis to explore data heterogeneity.
Research contribution
This study enhances the empirical understanding of psychological ownership by presenting a comprehensive research model that incorporates perceived brand authenticity and self-congruity as key predictors It expands the range of outcome measures linked to psychological ownership, moving beyond traditional metrics to provide deeper insights into its effects on consumer attitudes and behaviors The findings offer valuable implications for businesses aiming to foster strong consumer-brand connections, informing marketing strategies that address customers' needs for efficacy, self-identity, and a sense of belonging through psychological ownership.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT
Definitions
Several researchers, including Kumar & Kaushal (2021), Sehgal et al (2023), Kwon
Psychological ownership, as defined by Pierce et al (2001) and adopted by Li et al (2021), refers to the state in which individuals feel a sense of "ownership" over an entity, whether tangible or intangible This concept embodies feelings of possessiveness, often articulated through expressions such as "my," "mine," or "our" (Pierce et al., 2003).
Sehgal et al (2023) emphasize that psychological ownership transcends mere emotion, functioning as a valuable asset (Morewedge et al., 2021; Arghashi and Yuksel, 2022) Supporting this notion, Li et al (2021) affirm that psychological ownership can exist independently of legal ownership, a concept initially introduced by Van Dyne and Pierce (2004).
In hospitality research, Li et al (2021) highlight three primary motives for psychological ownership: self-efficacy, self-identity, and a sense of belonging, as established by Pierce et al (2001, 2003) This framework offers valuable insights into how individuals develop a sense of ownership.
Zhao et al (2016) identify three key pathways to psychological ownership within social media and technology acceptance frameworks: exerting control over the target, developing a deep familiarity with the target, and making personal investments in the target (Pierce et al., 2001).
Kwon (2020) highlights that psychological ownership is fundamentally about possessiveness and a profound psychological connection to objects (Pierce et al., 2003) This concept suggests that individuals utilize their possessions to convey their identity (Belk, 1988) Research has shown that psychological ownership can develop for various items that represent one's self-concept, including material possessions like self-designed products (Franke, Schreier, & Kaiser).
2010) and immaterial ones such as personal ideas (Baer & Brown, 2012), self- created content (Kim, Kim, Jeon, Jun, & Kim, 2016) and virtual game characters (Moon, Hossain, Sanders, Garrity, & Jo, 2013).
Pierce et al (2003) offer a comprehensive and evolving definition of psychological ownership that serves as the foundation for this research This definition highlights the distinction between psychological ownership and legal ownership, which relies on societal acknowledgment and legal rights In contrast, psychological ownership emphasizes the cognitive and emotional dimensions of an individual's sense of possession, focusing on the perception of an object as "theirs." Ultimately, it addresses the fundamental question: "What do I personally feel belongs to me?"
Authenticity in branding is a complex concept that has been widely explored by researchers Beverland and FaiTelly (2010) define authenticity as embodying qualities such as genuineness, realness, and trueness In contrast, Schallchn et al (2014) differentiate authenticity from originality, emphasizing the importance of being an original rather than a mere copy Furthermore, scholars have been investigating the various dimensions that contribute to a brand's authenticity, highlighting its significance in shaping consumer perceptions.
Bruhn et al (2012) proposed underlying dimensions of brand authenticity, including
Consumers perceive authenticity through specific brand cues, including "heritage," "quality commitment," and "sincerity," as highlighted by Napoli et al (2014) Choi et al (2015) further identified essential dimensions that contribute to this perception, emphasizing the importance of "continuity," "originality," "reliability," and "naturalness" in establishing a brand's authenticity.
"authority," "consistency," "origin," "heritage," "fashionability,’’ "innovativeness," and
"sustainability" in the context of brand authenticity However, Morhart et al (2015) introduced a widely accepted conceptualization of perceived brand authenticity (PBA) consisting of four dimensions:
Continuity in branding highlights a company's historical significance and its capacity to endure over time, closely related to the idea of brand heritage This concept emphasizes the brand's potential for future sustainability, reflecting its long-standing presence and influence in the market.
Credibility is defined by a brand's commitment and capability to fulfill its promises, closely related to concepts such as brand sincerity identified by Napoli et al (2014) and reliability explored in Bruhn et al (2012).
(iii) Integrity, reflecting a brand's responsibility and moral purity, which can encompass the idea of quality commitment proposed in Napoli et al (2014).
Symbolism plays a crucial role in brand identity construction by offering cues that reflect values, roles, and relationships This aspect extends beyond the notion of originality, as highlighted by Bruhn et al (2012), emphasizing the broader implications of how brands contribute to individual and collective identities.
This study utilizes Morhart et al.'s (2015) PBA conceptualization due to its comprehensive nature, which integrates various definitions and perspectives on authenticity for a well-rounded understanding Additionally, it aligns with psychological ownership theory, enhancing insights into consumer perceptions of brand authenticity and contributing to advancements in research across different contexts (Pierce et al.).
2001) Third, this conceptualization has been applied across multiple brands, making it widely applicable in consumer research, particularly in the context of brands' enduring relationships with individuals (Thurridl cl al., 2020).
2.1.3 Self-image Congruity and Functional Congruity
Self-congruity theory is a key element in self-concept research, focusing on how individuals' self-images interact with various stimuli such as brands, people, and events Rooted in brand personality, this theory highlights the human desire to align external behaviors with internal beliefs (Aaker and Fournier, 1995) In the context of branding, self-brand congruity refers to the alignment between a brand's image and the self-images that individuals aspire to present.
Consumers often assign human-like characteristics, known as brand personality, to brands in an effort to align or contrast them with their own identities As a result, individuals are drawn to brands that resonate with their personal values or enhance their public self-image.
Self-brand congruity can be divided into two key perspectives: self-image congruity and functional congruity This distinction highlights that a brand's image is made up of cognitive and emotional components, which include both utilitarian and value-expressive aspects.
Ỉ.4 Consumer Brand Engagement
Emotional attachment, viewed as psychological ownership, significantly influences post-purchase behaviors in branding When customers perceive a brand as "theirs," they engage more deeply, fostering strong emotional connections and commitment This heightened sense of ownership drives loyalty, repeat purchases, customer retention, and positive word-of-mouth referrals Consequently, brands benefit from increased customer lifetime value, incentivized referrals, and valuable feedback, ultimately enhancing customer share development.
This study adopts the comprehensive definition of Customer Brand Engagement (CBE) by Le et al (2021), which aligns with its objectives and the broader branding field CBE encompasses customer behaviors driven by individual motivations, including referrals, feedback, word-of-mouth, and purchases By adopting this holistic view of engagement, brands can gain practical benefits, such as creating competitive advantages, enhancing customer lifetime value, and obtaining valuable metrics for effective brand management (Kumar et al., 2019; Pansari and Kumar, 2016).
2.2 Ị Perceived brand authenticity and social exclusion as drivers of psychological brand ownership (Kumar, V., & Kaushal, K, 2021)
This study explores how perceived brand authenticity (PBA) and social exclusion (SE) influence psychological brand ownership (PBO) and subsequently affect positive word-of-mouth and purchase intentions in the automotive sector Utilizing the comprehensive PBA framework proposed by Morhart et al (2015), the research identifies four key dimensions of perceived brand authenticity, including "continuity."
“credibility”, “integrity”, and “symbolism” Kumar, V., & Kaushal, V (2021) considered positive word-of-mouth and purchase intention the most important outcomes of psychological brand ownership, (see Figure 2.1)
A survey involving 407 participants conducted via social media platforms revealed that perceptions of brand authenticity can evoke emotions related to brand ownership Additionally, social exclusion positively impacts psychological brand ownership The findings indicate that psychological brand ownership significantly boosts positive word-of-mouth endorsements and enhances purchase intentions This study emphasizes the critical role of perceived brand authenticity (PBA) and social exclusion (SE) in fostering psychological brand ownership Furthermore, brands that successfully cultivate an image of authenticity and inclusivity are likely to develop stronger and more meaningful relationships with their consumers.
Figure 2.Ị Research model of Kumar & Kaushal (2021)
2.2.2 Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self- brand congruity (Sehgal et al., 2023)
This study explores the psychological effects of green brand anthropomorphism on consumer behavior, focusing on how psychological ownership mediates this relationship and how self-green brand congruity moderates repurchase intentions It highlights the need for further research at the intersection of these concepts, especially regarding self-congruity and its influence on consumer engagement with green brands Additionally, the study underscores the significance of brand practices that resonate with consumer values to bolster psychological ownership and brand warmth, ultimately increasing repurchase intentions.
The study analyzed data from 275 respondents, all over 18 and previous purchasers of green anthropomorphized products, utilizing a structured methodology that included hypothesis testing through mediation and moderation analysis with Hayes (2013) PROCESS macros Findings reveal that green brand anthropomorphism significantly influences consumer behavior, offering valuable insights for sustainability marketing and brand management Furthermore, the research highlights that psychological ownership mediates the relationship between green brand anthropomorphism and repurchase intention, indicating that a heightened sense of ownership fosters a stronger consumer-brand connection and enhances the likelihood of repeat purchases.
Figure 2.2 Research model of Sehgal et a!., (2023)
2.2.3 Antecedents and consequences of hotel customers' psychological ownership (Li et al., 2021)
This study explores the antecedents and outcomes of psychological ownership (PBO) in the hotel industry by integrating self-congruity theory It examines how self-image congruity and functional congruity influence PBO through memory impressions, and it investigates the subsequent effects of PBO on customer engagement, specifically focusing on social influence engagement and knowledge sharing engagement as new outcomes.
A study involving 433 Chinese hotel customers reveals that self-image congruity directly influences positive brand outcomes (PBO) and also impacts it through memory impressions, while functional congruity affects PBO solely via these impressions The research highlights that PBO significantly enhances customers' social influence and knowledge-sharing engagement These insights deepen the understanding of the factors driving PBO and its effects, underscoring the critical role of congruity perceptions and customer engagement in the hospitality industry The findings offer practical guidance for hotel managers to effectively promote PBO and foster customer engagement.
Figure 2.3 Research model of Li et al., (2021)
2.2.4 The effects of psychological ownership and TAM on social media loyalty:
An integrated model (Zhao et al., 2016)
This research explores the impact of psychological ownership (PO) and the technology acceptance model (TAM) constructs—Perceived Usefulness (PU) and Perceived Ease of Use (PEOU)—on user loyalty within social media platforms, focusing specifically on LINE users in Taiwan The findings indicate that factors such as perceived control, familiarity, self-investment, and social influence play a significant role in shaping PO Furthermore, the study demonstrates that both PO and user satisfaction positively influence users' continued engagement and their willingness to pay more for the service.
Data analysis from 791 Taiwanese users reveals that perceived control, perceived familiarity, self-investment, and social influence had positive and significant effects on
The study highlights the significant impact of perceived ownership (PO) on customer loyalty, demonstrated through continued usage and a willingness to pay more It identifies self-investment as the primary driver of PO and integrates it with the Technology Acceptance Model (TAM), revealing that PO is a stronger predictor of loyalty than TAM's elements By applying the concept of PO from offline to online social media contexts and incorporating social influence as a key driver, the research contributes to existing literature The findings indicate that mechanisms such as gamification, which foster a sense of ownership, can effectively enhance user engagement and loyalty.
Figure 2.4 Research model of Zhao ei al., (2016)
2.2.5 Understanding user participation front the perspective of psychologic at ownership: The moderating role of social distance (Kwon, 2020)
This research investigates the impact of psychological ownership (PO) on user participation in social media, with social distance serving as a moderating factor The study posits that fostering a sense of ownership among users is crucial for enhancing their engagement, as it establishes a significant psychological connection between users and the platform.
Self-investment and perceived control significantly enhance perceived ownership (PO), leading to increased user participation Interestingly, unlike prior research, intimate knowledge is found to negatively affect PO Additionally, the study indicates that the development of PO is influenced by social distance, with users experiencing greater PO growth through self-investment and perceived control when social distance is lower.
A study involving 464 social media users utilized structural equation modeling to reveal that self-investment and perceived control significantly enhance users' psychological ownership of social media, subsequently boosting their participation Contrary to existing literature, the research identified a negative relationship between intimate knowledge—defined as familiarity and experience with social media—and psychological ownership Additionally, the findings indicated that the pathways to developing psychological ownership differ based on users' interactions with those they consider psychologically close, highlighting the impact of social distance on this relationship.
Figure 2.5 Research model of Kwon, (2020)
2.2.6 Access-Based Services as Substitutes for Material Possessions: The Role of
Psychological Ownership (Fritze et al., 2020)
This study explores how psychological ownership, fostered by access-based services (ABS) like car-sharing and music streaming, influences customer behavior by promoting increased service usage and reducing material ownership It examines the relationship between ABS and three psychological ownership roots—efficacy and effectance, self-identity, and a sense of place—by formulating hypotheses related to service characteristics such as intimacy, identity, and communal identification Additionally, the research investigates the direct effects of psychological ownership on diminishing material ownership and its role in enhancing customers' intensity of ABS usage, ultimately contributing to a decrease in material ownership.
The analysis indicates that psychological ownership can replace physical ownership and increase the substitutive value and usage of Alternative Business Solutions (ABS) Notably, there is no direct relationship between psychological ownership and the reduction of material possessions; instead, this reduction is mediated by the substitutive value and usage stemming from psychological ownership Additionally, the findings show that consumers' engagement with ABS rises in correlation with their feelings of ownership toward the service This research offers valuable insights for ABS providers on how to utilize psychological ownership to boost customer engagement and lessen reliance on physical goods.
Figure 2.6 Research model ofFritze et al (2020)
2.3 Research model and hypothesis development
RESEARCH METHOD
Research process
This thesis employs a mixed-method approach, integrating both qualitative and quantitative techniques to enhance the clarity and validity of the questionnaire The process began by defining the research objectives, followed by a literature review to select appropriate measurement scales for constructs such as perceived brand authenticity, self-image congruity, functional congruity, and consumer brand engagement, with necessary adjustments for the current research context Subsequently, all items were translated into Vietnamese, the official language of the study A questionnaire was crafted and pre-tested with 20 participants, including 10 university students and 10 office staff, leading to modifications for improved clarity before its final distribution.
The second stage of the study involved a paper-based interview with participants aged 18 to 60 who had experience shopping for mobile device brands The survey was conducted in five busy shopping malls and office buildings in Ho Chi Minh City, including Vincom Center, Saigon Square, Takashimaya Vietnam, Van Hanh Mall, and Diamond Plaza The collected data was analyzed using SmartPLS 4.0, employing a two-stage approach to evaluate the measurement model, as Perceived Brand Authenticity and Customer Brand Engagement were treated as reflective-reflective higher-order constructs Reliability was assessed through Cronbach’s alpha and composite reliability, while convergent validity was measured using indicator reliability and average variance extracted (AVE) The structural model was then evaluated using various criteria, including VIF values for multicollinearity, R², f², and Q² for predictive power and relevance Hypotheses were tested using a bootstrapping procedure with 5,000 samples to analyze direct and mediating effects, as illustrated in the research process flowchart.
- Reliability (cronbach s alpha and composite reliability/
- Convergent validity (indicator reliabilitv and average variance extracted - AVE)
- Discriminant validity (cross loadings, Fornell-Larcker criterion, and the Helerolrait-Monotrait Ratio - HTMT/
- The collinearity issues (VIF value/
- The predictive power (R:), explanatory power (f-/ and predictive relevance (Q:)
- ỉỉypotheses testing (bootstrapping 5,000): direct effects, mediating effects
Measurement scale
To maintain the scientific integrity of this research, measurement items were derived and tailored from reputable sources, particularly formal journal articles Perceived brand authenticity was defined as a reflective-reflective second-order construct, consisting of four first-order components: continuity, credibility, integrity, and symbolism The measurement, comprising fifteen items, was adapted from the work of Klaus and Maklan.
In 2012, Customer-Based Equity (CBE) was defined as a reflective-reflective second-order construct, comprising four first-order components: purchase, referral, word-of-mouth, and feedback Sixteen items assessing CBE were adapted from Le et al.'s 2021 research The evaluation of self-image congruity and functional congruity was informed by Li et al.'s 2021 study, utilizing four items for each aspect Additionally, four items measuring psychological brand ownership were derived from Kumar & Kaushal's 2021 research, specifically tailored to the context of mobile device purchases.
A seven-point Likert scale, ranging from I = "completely disagree" to 7 "completely agree," will be employed for the measurement The Vietnamese questionnaire can be found in the Appendix.
‘Brand X’ is a timeless brand (CONI)
Continuity' ‘Brand X' survives through time (CON2)
‘Brand X' survives through trends (CON3)
‘Brand X’ has a relationship with history (CON4)
‘Brand X' will not betray you (CRE1) Credibility
(Kumar & Kaushal, 2021) ‘Brand X’ keeps its value promise (CRE2)
‘Brand x? is an honest brand (CRE3)
‘Brand X’ gives back to its consumers (INTI)
Inlcgnty 1 'Brand X' has moral principles (INT2) (Kumar & Kaushal, 2021)
‘Brand X' is true to a set of moral values (INT3)
‘Brand cares about its consumers (INT4)
‘Brand X' adds meaning to people’s lives (SYM1)
‘Brand X' reflects important values people care about.
‘Brand X' connects people with their real selves (SYM3)
‘Brand X' connects people with what is really important.(SYM4)'
The image of this brand is consistent with how I see myself (SCI)
The image of this brand is consistent with how I would like to see myself (SC2)
The image of this brand is consistent with how I believe others see me (SC3)
The image of this brand is consistent with how I would like others to see me (SC4)
This brand has most of product/service functions I desire from abrand (FC1)
This brand performs well on the functional attributes I value the most (FC2)
This brand meets all my functional needs for purchasing a product/service (FC3)
The functional value provided by this brand is consistent with what I expect from a brand (FC4)
Psychological brand ownership (Kumar & Kaushal, 2021)
This is MY Brand (PBO1)
I sense that this brand is OURS (PBO2)
I feel a very high degree of personal ownership for this brand (PBO3)
I sense that this is MY Brand (PBO4)
Regarding this brand, I will continue buying the services of this brand in the near future (PURI)
My purchases with this brand make me content (PUR2)
I do not get my money's worth when I use this brand (PUR3)
Using the services of this brand makes me happy (PUR4)
Adapted from: (Kumar & Kaushal, 2021; Li et aL, 2021; Le et al., 2021)
Regarding this brand, I will promote the brand if there are the monetary referral benefits provided by the brand (REFI)
Monetary referral incentives significantly motivate me to recommend this brand to my friends and family, enhancing the overall value I receive from the service (Lc Ct al., 2021).
I will enjoy referring this brand to my friends and relatives ifthere are monetary referral incentives (REF3)
Given that I use this brand, I will refer my friends and relatives to this brand if there are monetary referral incentives (REF4)
Regarding this brand, I do not actively discuss this brand on anymedia (WOMI) word-of-mouth
I love talking about my experience with this brand (W0M2)
I discuss the benefits that I get from this brand with others (W0M3)
I am a part of this brand and mention it in my conversations (WOM4)
Regarding this brand, I provide feedback about my experiences with this brand to the firm (FB1)
I provide suggestions for improving the performance of this brand (FB2)
I provide suggcstions/fccdback about the new products/services of this brand (FB3)
I provide feedback/suggestions for developing new products/services for this brand (FB4)
Questionnaire design
The survey questionnaire was designed with closed questions using a 7-point Likert scale to capture the perceptions and comments of participants, tailored specifically to the Vietnamese context based on previous research It was structured into three sections: the first provided an overview of psychological brand ownership and screened for suitable participants, the second assessed the research variables, and the final section collected demographic information To ensure effectiveness, the survey was initially tested with 10 university students and 10 office staff aged 18 to 60, leading to adjustments that improved clarity before the final distribution.
Sample and data collection
Data collection was conducted in Ho Chi Minh City, a vibrant center of commerce, focusing on the five most active shopping malls and office buildings: Vincom Center, Saigon Square, Takashimaya Vietnam, Diamond Plaza, and Van Hanh Mall The survey targeted potential respondents aged 18 to 60 and aimed to ensure the reliability of findings by examining a diverse range of consumer goods, including household products, clothing, shoes, technology devices, and automobiles.
In a recent survey, participants were introduced to the concepts of branding and psychological brand ownership before selecting a product they had purchased from a specific brand To qualify for the survey, respondents needed to meet two criteria: they must have purchased a product from the designated brand and be aged between 18 and 60 Those who did not meet these requirements were not given the questionnaire Eligible respondents then answered a series of questions focused on various dependent variables.
• Perceived brand authenticity, assessed using a 15-item 7-poinl scale adapted from Kumar & Kaushal (2021).
• Self-image congruity and functional congruity, with each variable measured using a 4-item 7-point scale derived from Li et al (2021).
• Psychological brand ownership, evaluated through a 4-item 7-point scale based on Kumar & Kaushal (2021).
• Consumer brand engagement, assessed using a 16-item 7-point scale adopted from Le et al (2021).
Data collection took place over a four-week period, spanning from December 17,
2023, to January 17, 2024 Surveys were conducted at various times of the day and on both weekdays and weekends to capture a diverse range of responses.
Sample characteristics
After collecting data, 352 responses were received, with 350 valid for analysis, all from participants experienced in purchasing mobile devices The findings showed that nearly half of the respondents (49.7%) had interacted with 1 to 3 brands, while only 4.6% had experience with more than 5 brands The most frequently used mobile device brands were Apple (52.6%), Samsung (20.6%), Dell (8.9%), Oppo (6.6%), and Asus (6.0%) Notably, Apple emerged not only as the most popular brand among participants but also as the one that fosters the strongest sense of "psychological ownership."
The survey results indicated that 56.5% of respondents were female, while 43.5% were male The predominant monthly income range reported was between 5,000,000 VND and 10,000,000 VND, accounting for 34.5% of participants Additionally, a significant majority (82.5%) of respondents stated they purchased mobile devices fewer than two times in the past six months For more detailed information on the respondents' profiles, please see Table 3.2.
Frequency (times
