The current study adapted self-congruity and identification theories to examine consumers' purchase intention for character licensed merchandise. We hypothesized the following: self-congruity will lead to identification; consumers' level of identification and self-congruity will positively affect their attitude toward product, attitude toward brand, and purchase intention for character licensed merchandise; positive product attitude will lead to brand attitude, and subsequently lead to purchase intention. A total of 134 female young adults participated in the main study. The results supported all hypotheses. We found that self-congruity led to identification. In addition, consumers' perceived self-congruity and identification separately affected the purchase intention for character licensed merchandise. However, when identification and self-congruity were taken together, only self-congruity predicted purchase intention. The findings of the current study fill the gap in the literature on licensed merchandise and spokes-characters. In addition, the current study was one of the first to examine the relationship between self-congruity and identification. Future research and managerial implications are discussed.
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