Brand personality, self‐congruity, and preference: A knowledge structures approach

Branaghan, Russell J.; Hildebrand, Emily A.

doi:10.1002/cb.365

Cited by 51 publications

(31 citation statements)

References 42 publications

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“…These findings are all consistent with prior research findings that self-congruity has a positive effect on brand preference [20], brand attitude [21] and brand loyal-…”

Section: Self-congruity Effectssupporting

confidence: 92%

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

Brannen¹,

Frisby²

2017

TEL

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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.

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“…These findings are all consistent with prior research findings that self-congruity has a positive effect on brand preference [20], brand attitude [21] and brand loyal-…”

Section: Self-congruity Effectssupporting

confidence: 92%

“…Because self-congruity has a positive effect on brand preference [20], brand attitude [21] and brand loyalty [1], it is expected that both actual self-congruity and ideal self-congruity will both have a significant positive correlation with brand H1: Actual self-congruity will be positively correlated with brand loyalty.…”

Section: Expected Resultsmentioning

confidence: 99%

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

Brannen¹,

Frisby²

2017

TEL

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“…Consumers can express their self‐image to others by purchasing and consuming brands with particular associations, which refers to the symbolic benefits of a brand. The two most frequently mentioned constructs regarding the symbolic benefits of a brand are brand personality and self‐congruity, and they both have positive effects on brand evaluation (Branaghan & Hildebrand, ). These two constructs seem to be very similar but they are discriminant empirically as well as conceptually (Parker, ).…”

Section: An Integrative Model and A Selective Reviewmentioning

confidence: 99%

Self‐congruity effects: A critical review and an integrative model

Ji-Hern

2015

Jpn Psychol Res

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This research conducts an extensive review study on the extant research on self-congruity, and presents some recommendations and propositions for future research. It describes the differences between two constructs (i.e., self-congruity and brand personality) regarding the symbolic benefits of a brand. It also suggests an integrative model to encompass important cognitive and motivational factors to moderate the relationship between self-congruity and brand evaluation. Although there should be meaningful moderators of self-congruity effects that are not addressed in the model, this research can be a starting point for future research in order to develop a better research model for analyzing self-congruity effects.Key words: self-congruity effects, self-expression, brand personality, self-image.Since Sirgy (1982) conducted a review study on the self-concept in consumer behavior, the concept of self-congruity has been applied to explain consumers' brand evaluation in a variety of areas (e.g., tourism, retailing, advertising, and consumer psychology) (Boksberger, Donicar, Laesser, & Randle, 2014;Hong & Zinkhan, 1995;Sirgy, Grewal, & Mangleburg, 2000;Sirgy, Lee, Johar, & Tidwell, 2008). When self-congruity was initially introduced in consumer research, it was defined as the extent to which an individual's self-image is congruent with the typical brand-user image (Sirgy, 1982).However, while self-congruity has been operationally defined and adopted in many different research areas, it seems to have become a broad and ambiguous construct. It concerns not only the congruence between self-image and a brand's user-imagery but also the congruence between self-image and a comprehensive brand image related to human characteristics. Therefore, although self-congruity is a distinguished construct from "brand personality" defined as "a set of human characteristics associated with a brand" (Aaker, 1997), the two terms tend to be interchangeably used (Helgeson & Supphellen, 2004). Recent research, however, shows that self-congruity and brand personality have independent effects on brand evaluation and thus they should be discriminant (Parker, 2009).Meanwhile, psychologists and marketing researchers have made lots of efforts to investigate and identify the moderators of the relationship between self-congruity and brand evaluation (Barone, Shimp, & Sprott, 1999). For instance, Aguirre-Rodriguez, Bosnjak, and Sirgy (2012) suggested a theoretical model to encompass important moderators of selfcongruity effects (e.g., self-motives, impressionformation process, product stimulus abstraction). The authors also conducted a metaanalysis showing that the findings of previous research are robust and valid. Still, many of the critical factors (e.g., self-construal, product conspicuousness, and response mode) were excluded in their suggested model. Given the above discussion, this research was conducted with two main objectives. First of all, it aims to review extant self-congruity research in consumer behavior and suggest an integr...

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“…For example, Zarantonello and Luomala (2011) Most of the work concludes that self-congruity is a measure of the cognitive link between the product or service image and, the consumers own self-concept (Kang et al, 2009;Johar and Sirgy, 1991;Sirgy, 1982). This link motivates the consumer towards the brand because it indicates to the consumer the value that can be obtained from the use and purchase of the brand (Branaghan and Hildebrand, 2011;Quester et al, 2000). Self-congruity is strongly persuasive as it often motivates a consumer irrationally through their emotion (Jie et al, 2012).…”

Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

Does game self‐congruity increase usage and purchase?

Davis

Lang²

2013

Young Consumers

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Purpose -The aim of this paper is to measure the empirical relationship between self-congruity and game usage and purchase. This is important because it highlights that games affect self concept and the symbolic value that can be obtained from the game. It is aimed to implement this study across four game types.Design/methodology/approach -A total of 493 consumers were surveyed and confirmatory factor analysis and structural equation modelling conducted across four game groups to model this same relationship.Findings -It was found that self-congruity was positively related to game usage and purchase.Practical implications -Game development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of self-congruity. Games impact self concept through self-congruity. So, it is important that marketers understand the potential harm and positive impact of games on the consumers' cognition.Originality/value -This is the first paper to explore and model self-congruity and game purchase and usage behaviour. This paper is further unique because it provides results across four games groups: all games representing, followed by the alternative models, Sports/Simulation/Driving, Role-playing Game (RPG)/Massively Multiplayer Online Role-playing Game (MMORPG)/Strategy, and Action/Adventure/Fighting,

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Brand personality, self‐congruity, and preference: A knowledge structures approach

Cited by 51 publications

References 42 publications

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

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

Self‐congruity effects: A critical review and an integrative model

Does game self‐congruity increase usage and purchase?

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