Consumers and brands: a study of the impact of self‐image congruence on brand preference and satisfaction

Abstract

Previous research indicates that the self‐image product image congruity (commonly known as self‐image congruence) can affect consumers’ product preferences and their purchase intentions. Self‐image congruence can also facilitate positive behaviour and attitudes toward products. This paper reports findings from a research study which was conducted to determine the effect of self‐image congruity on brand preference and satisfaction in the precious jewellery market in the UK. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that self‐image congruity was a very strong predictor of consumers’ brand preferences and a good predictor of consumer satisfaction. Respondents with higher levels of self‐image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self‐image congruity. The paper discusses the implications for brand managers so that they can position their brands in an effective way.

The Effect of Perceived Value on Customer Loyalty in a Low-Priced Cosmetic Brand of South Korea: The Moderating Effect of Gender

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Understanding Social Media Mindset of Consumers: An Indian perspective

“…Self-image congruity was a very strong predictor of consumer's brand preferences and a good predictor of consumer satisfaction. And consumers with higher levels of self-image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self-image congruity (Jamal & Goode, 2001). Several previous researches provide evidence about the positive effect of self-image congruity in the tangible product context (only for the actual and the ideal self-image congruity) on overall attitude (Ericksen & Sirgy, 1992;Kleijnen, 2005), and purchase intentions (Ericksen, 1996;Mehta, 1999).…”

Markanin Benli̇ği̇ İfade Etmesi̇ Ve Sosyal Görünürlüğünün Marka Aşki İle İli̇şki̇si̇

“…Kendi benlik imajına benzer bir markayı tercih etme eğilimi "İmaj Uyumu Hipotezi" olarak adlandırılmaktadır. Birçok çalışmada benlik imajı ile marka tercihi arasında pozitif yönlü bir ilişki olduğu tespit edilmiştir (Belk, Bahn & Mayer, 1982;Onkvist & Shaw, 1987;Hong & Zinkhan, 1995;Graeff, 1997;Heath & Scott,1998;Jamal & Goode, 2001;King, 2002;Gross & Brown, 2006;He & Mukherjee, 2007). Carroll ve Ahuvia, (2006, s. 82) tüketiciyi ifade eden markayı, belirli markanın kişinin sosyal benliğini arttırma ve / veya kişinin kendi özünü yansıtma derecesi ile ilgili tüketicilerin algıları olarak tanımlamıştır.…”