A new scale for the adjective check list based on self vs. ideal-self discrepancies

Lazzari, Renato; Fioravanti, Mario; Gough, Harrison G.

doi:10.1002/1097-4679(197804)34:2<361::aid-jclp2270340218>3.0.co;2-6

Cited by 36 publications

(24 citation statements)

References 7 publications

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“…Some previous researches assumed that self-concept is a multi-oriented concept that could be explained from the cognitive and emotional perspectives (e.g., Lazzari, Fioravanti, & Gough, 1978). Many scholars also believe that self-concept could be divided into two forms, the "actual self" and the "ideal self".…”

Section: Self-concept Congruencementioning

confidence: 98%

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A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

Tsai

Chang

2015

CMR

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To meet the expectation of customers during experience era, it is important to understand their perceptions of different brands. To achieve this, this study aimed to investigate the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. This study used Tablet PC users as the research objects and collected empirical data through online questionnaires. Structural Equation Model (SEM) was used to validate models, and hierarchical regression was used to test the hypothesis. The results of this study showed that brand experience has a significant positive effect on brand preference, brand experience has a significant positive effect on customer satisfaction, and self-concept congruence has a positive effect on brand preference. In addition, self-concept congruence has positive effect on customer satisfaction and brand preferences. These results show that through a comprehensive brand experience, companies could enhance brand preferences and purchase intentions of customers.

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Section: Self-concept Congruencementioning

confidence: 98%

“…Many scholars also believe that self-concept could be divided into two forms, the "actual self" and the "ideal self". Actual self is based on how people see themselves, and the ideal self is based on the imagination and goals to which people aspire (Lazzari et al, 1978).…”

Section: Self-concept Congruencementioning

confidence: 99%

A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

Tsai

Chang

2015

CMR

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“…The self-concept is defined as the cognitive and affective understanding of who and what we are and can take two forms: the “actual self” and the “ideal self.” The actual self is based on the perceived reality of oneself (i.e., who and what I think I am now), whereas the ideal self is shaped by imagination of ideals and goals related to what a person believes that he or she would like to be or aspire to become (Lazzari, Fioravanti, and Gough 1978; Wylie 1979). Either way, the consumer can achieve self-congruence by consuming a brand with a personality that he or she regards as similar to either the actual or ideal self.…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Malär¹,

Krohmer²,

Hoyer³

et al. 2011

Journal of Marketing

980

1,018

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Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question, however, is whether the brand's personality should match the consumer's actual self or the consumer's ideal self. On the basis of two empirical studies of 167 brands (evaluated by 1329 and 980 consumers), the authors show that the implications of selfcongruence for consumers' emotional brand attachment are complex and differ by consumers' product involvement, consumers' individual difference variables, and the type of self-congruence (fit of the brand's personality with the consumer's actual self versus with the consumer's ideal self). On a general level, actual self-congruence has the greatest impact on emotional brand attachment. Product involvement, self-esteem, and public self-consciousness increase the positive impact of actual self-congruence but decrease the impact of ideal self-congruence on emotional brand attachment. The authors discuss important managerial and academic implications of these findings.

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“…Actual self reflects present perceived reality of an individual (i.e., who I am now). In contrast, the ideal self refers to the individual's aspirational self, which manifests a vision of ideals and goals related to his or her future self (i.e., who I would like to be) (Lazzari et al 1978).…”

Section: Authentic Selfmentioning

confidence: 99%

Emotional branding speaks to consumers’ heart: the case of fashion brands

2019

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In this highly competitive market, fashion brands struggle to distinguish themselves to increasingly apathetic consumers. To become more competitive, fashion retailers employ emotional branding as a way to engage their customers, addressing the growing trend of consumers' seeking emotional relationships with a brand. Although brand technicalities such as product attributes, features, and facts may be unmemorable, personal feelings and experiences better shape consumers' evaluations of brands. This study illustrates why emotional branding is essential, especially to fashion brands, when developing brand strategies in a volatile marketplace. Trends that support a need for these strategies include consumers' desires for positive experiences, expressing authentic self, achieving warm glow from helping others, and co-creating design or ideas with the brand. We propose a model for emotional branding strategies that focuses on sensory branding, storytelling, cause branding, and empowerment. The case studies we provide for each strategy describe how fashion brands can engage customers through emotional branding.

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A new scale for the adjective check list based on self vs. ideal-self discrepancies

Cited by 36 publications

References 7 publications

A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Emotional branding speaks to consumers’ heart: the case of fashion brands

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