A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality

Helgeson, James G.; Supphellen, Magne

doi:10.1177/147078530404600201

Cited by 195 publications

(169 citation statements)

References 45 publications

Supporting

Mentioning

160

Contrasting

Unclassified

Order By: Relevance

“…It can be concluded that the self congruity may be one factor that create costumer loyalty through customer satisfaction as an intermediate result. The results of this study also support the research that has been done by Jamal and Goode (2001), Helgeson and Supphellen (2004), Onkvisit and Shaw (1989), Sirgy and Samli (1985), Phau and Lau (2001), Ambroise (2006), Morschett et al (2007) in Achouri and Bouslama (2010).…”

Section: Self Congruity Affects Loyalty Through Customer Satisfactionsupporting

confidence: 91%

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

2013

CUBR

View full text Add to dashboard Cite

Brand personality and self-image have a correlation which forms a consumer behavior that may result in satisfaction and loyalty. This research is an modification from Achouri and Bouslama's literature review on 2010.Variables that used in this research are: self congruity as an exogenous variable; satisfaction as an intervening variable; and loyalty as an endogenous variable. This research applying accidental sampling and the sample are 200 "Magnum" consumers in Surabaya, Indonesia. The data were analyzed using Structural Equation Modeling (SEM) method. "Magnum" ice creams are attractive for its consumers, who are mostly women in 17-24 years old, recently graduated from senior high school while some are studying in universities. This research found that self-congruity has positive and significant effect to loyalty through satisfaction.

show abstract

Section: Self Congruity Affects Loyalty Through Customer Satisfactionsupporting

confidence: 91%

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

2013

CUBR

View full text Add to dashboard Cite

show abstract

“…All involve measuring similarity between some aspect of a brand and individual self-concept. Self-congruity can mean similarity between consumer self-concept and the symbolic meaning of the product itself [9] [10] [11], similarity between consumer self-concept and the brand personality or brand-as-person [1] [3], or similarity between consumer self-concept and the stereotypical product-user image [12] [13].…”

Section: Ease Of Usementioning

confidence: 99%

“…For example, Aguirre-Rodriguez et al's [2] meta-analysis found that "brand-as-person" evaluations showed a stronger self-congruity effect than stereotypical product-user image evaluations; however, Fang, Li, Mizerski and Soh [8] note that self-congruity patterns found in brand-as-person studies may be exaggerated because in the majority of these studies, brand personality congruity is the only independent variable and therefore its effect may be partially accounted for by other variables not studied. Additionally, Helgeson and Supphellen [3] found that self-congruity and brand personality are empirically discriminant and affect brand attitudes independently of each other. This suggests that the two concepts are not equivalent and studies which measure self-congruity defined as brand personality or brand-as-person may be conflating the two concepts.…”

Section: Ease Of Usementioning

confidence: 99%

“…Research has generally suggested that ideal self-congruity (that is, congruity between a brand and an individual's ideal self-concept) has a greater influence than actual self-congruity (that is, congruity between a brand and an individual's actual self-concept) on consumer behavior [2] [3]. However, Landon [4] found while ideal self-congruity has a greater effect than actual self-congruity for some consumers, actual self-congruity has the greater effect for others.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty

Brannen¹,

Frisby²

2017

TEL

View full text Add to dashboard Cite

This research set out to find how consumer self-esteem moderates the relative importance of actual self-congruity vs. ideal self-congruity on women's brand loyalty to fitness brands. College-aged women were the primary focus for this research because this demography represents an emerging consumer group and because the literature suggests women score significantly lower than men on self-esteem scales in physical appearance, athletic self, personal self, and self-satisfaction self-esteem. A survey of 151 women of 18 -24 ages was conducted supporting prior research findings that actual and ideal self-congruity are both positively correlated with brand loyalty.

show abstract

“…The greater the congruity between consumers' own personal characteristics and those of the brand, the greater is the preference for the brand (Aaker, 1997). Self-congruency has been found to influence important criterion variables such as brand attitude, brand choice and store loyalty (Helgeson and Supphellen, 2004;Sirgy et al, 1997).…”

Section: Sources Of Brand Valuementioning

confidence: 99%

User generated brands and their contribution to the diffusion of user innovations

Füller

Schroll

Hippel³

2013

Research Policy

View full text Add to dashboard Cite

It has been argued that users can create innovations and also diffuse them peer-to-peer independent of support or involvement by producers: that "user-only" innovation systems can exist. It is known that users can be incented to innovate via benefits from in-house use. But users' incentives to invest in diffusion are much less clear: benefits that others might obtain from their innovation can be largely or entirely an externality for user innovators.Of course, effective distribution of information products can be done near-costlessly via posting downloadable content -for example, software -on the Internet. However, potential adopters must still learn about the product and trust its qualities. In producer systems, this aspect of diffusion is heavily supported via the creation of trusted brands. It has been shown that brands help to increase awareness, to communicate a product's benefits, and to reduce perceived risks of adoption. The development of brands by producers is traditionally seen as a very costly exercise -unlikely to be thought of as worthwhile by users who expect little or no benefits from the diffusion of their innovations to others. In this paper, we explore the creation of a strong and trusted brand by the Apache software community -and find it was created costlessly, as a side effect of normal community functioning. We think the costless creation of strong brands is an option that is generally available to user innovation communities. It supports, we propose, the existence of robust, user-only innovation systems by helping to solve the problem of low-cost diffusion of trusted user-developed innovations.

show abstract

A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality

Cited by 195 publications

References 45 publications

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

Effect of Self-congruity Toward Loyalty With Satisfaction as Intervening Variable in Magnum Consumer in Indonesia

Self-Esteem’s Moderation of Self-Congruity Effects on Brand Loyalty

User generated brands and their contribution to the diffusion of user innovations

Contact Info

Product

Resources

About