The Effect of Brand Personality - Self-Concept Congruence on Brand-Related Consumer Responses

2006 ◽  
Author(s):  
Grohmann Bianca
Keyword(s):  
Brand Personality ◽  
Self Concept ◽  
Consumer Responses

The Role of Digital Advertising in Shaping Ideals and Consumption Choices in the Digital Era

2020 ◽  
pp. 263-288
Author(s):  
Lilit Baghdasaryan
Keyword(s):  
Digital Technologies ◽  
Role Expectations ◽  
Self Concept ◽  
Ideal Self ◽  
Self Identity ◽  
Consumer Responses ◽  
Goods And Services ◽  
Digital Era ◽  
Consumption Choices

Digital advertising is one of the most dominant elements of a communication mix. Consumption choices refer to the journey where consumers make decisions based on the problem-solving attributes of the products and services. The choices are conditioned with the reality shaped around us and social processes that impose ideal, self-identity, self-concept, ideal self, gender identities, and consumer cultures via visual digital designs and celebrity portrayals. Organisations aim to build digital advertisement strategies and create awareness of certain goods and services, but at the same time, the advertisement plays a significant role in generating new needs, new identities for consumers, and new role expectations. Digital technologies enable marketers to predict consumption behaviour and measure the consumer responses on key metrics of advertisement effectiveness.

The impact of brand personality on consumer responses to persuasion attempts

2012 ◽  
Vol 20 (6) ◽  
pp. 518-530 ◽  
Author(s):  
Amélie Guèvremont ◽  
Bianca Grohmann
Keyword(s):  
Brand Personality ◽  
Consumer Responses ◽  
The Impact

Blending Cobrand Personalities: An Examination of the Complex Self

2007 ◽  
Vol 44 (3) ◽  
pp. 389-400 ◽  
Author(s):  
Alokparna Basu Monga ◽  
Loraine Lau-Gesk
Keyword(s):  
Brand Personality ◽  
Personality Dimension ◽  
Personality Dimensions ◽  
Consumer Responses ◽  
Interdependent Self ◽  
Trait Associations

This research examines the role of self-complexity in influencing consumer responses to cobrands with trait associations to two distinct brand personality dimensions versus one distinct brand personality dimension. Three experiments reveal that consumers whose complex self becomes activated prefer cobrands that exude both sophistication and excitement to those that exhibit either sophistication or excitement. Caucasians, who have a more complex independent self, tend to evaluate a sophisticated and excited personality cobrand more favorably when primed on independence, whereas Hispanics, who have a more complex interdependent self, tend to evaluate this cobrand personality combination more favorably when primed on interdependence. This research also suggests that this self-complexity-driven process is conscious in nature.

scholarly journals The Impact of Brand Personality and Students’ Self-Concept on Brand Engagement

2017 ◽  
Vol 7 (8) ◽  
pp. 12 ◽  
Author(s):  
Stephen Banahene
Keyword(s):  
Goodness Of Fit ◽  
Brand Personality ◽  
Private Universities ◽  
Negative Relationship ◽  
Reliability And Validity ◽  
Self Concept ◽  
Measurement Scale ◽  
Measurement Scales ◽  
Brand Engagement ◽  
The Impact

<p>The objective of this study is to investigate how brand personality and customers’ ‘self’ affects brand engagement. This has become necessary because the focus of most research into brands has often neglected how brand personality and customers’ ‘self’ can be harnessed to achieve brand engagement. This study used Aaker’s brand personality, Keller’s brand engagement, and Sprott et. al. self-concept measurement scales. The research methodology includes the following steps: adaptation of the measurement scales to suit the research context, assessment of reliability and validity of dimensions, and test of goodness-of-fit of model. In all 252 valid responses out of 302 questionnaires distributed were used for the study. The research found that brand personality and customers’ ‘self-concept’ have positive effect on brand engagement. Sincerity has negative relationship with brand engagement and self-concept whiles hedonism has negative relationship with self-concept only. Competence, sophistication and excitement dimensions have significant effects on customers’ self-concept and brand engagement. Sincerity and hedonism also have negative effects on self-concept and brand engagement. Competence, sophistication and excitement can be used as differentiate strategy by Private Universities to deal with the growing competition in Ghana. The findings suggest that Private Universities can differentiate themselves by developing brand personality that is competent and exciting, whereby they can successfully engaged their customers. The authors’ investigations also suggest that self-concept can be measured by splitting Sprott et al measurement scale into two (self-congruence and value-congruence). In the same way, brand engagement can be measured by splitting Keller’s measurement scale into two (identification and ambassador dimensions) for theoretical insight. In addition, hedonism has been identified as a useful measure of brand personality but not clear with faith-based Private Universities’ brand personality. Private Universities’ differentiation strategy should be based on competence, sophistication and excitement.</p>

Does this fit my style? The role of self-congruity in young women’s repurchase intention for intimate apparel

2016 ◽  
Vol 20 (4) ◽  
pp. 417-434 ◽  
Author(s):  
Vania Vigolo ◽  
Marta Maria Ugolini
Keyword(s):  
Young Women ◽  
Brand Personality ◽  
Young Female ◽  
Self Concept ◽  
Ideal Self ◽  
Content Type ◽  
Repurchase Intentions ◽  
Female Consumers ◽  
Intimate Apparel

Purpose The purpose of this paper is to investigate the role of actual and ideal congruity in predicting the repurchase intentions of young women in relation to inconspicuous fashion items. Design/methodology/approach The research focussed on a non-luxury intimate apparel brand, typical of daily use and private consumption. Regression analyses were conducted on a sample of 308 young female consumers to identify the effect of actual and ideal congruity in determining repurchase intentions. A cluster analysis based on actual self-concept was employed to develop a typology for consumers. Findings Unexpectedly, the findings revealed that ideal congruity is a stronger predictor of repurchase intentions than actual congruity. Further, based on actual self-concept, three profiles of young women emerged: active romantics, self-assureds and reliables. The clusters differed in relation to perceptions of brand personality and the effect of self-congruity on repurchase intentions. Research limitations/implications This study was conducted using participants from one university in Northern Italy. Thus, the main limitations of this study relate to sample size and selection. Additionally, this study only investigated the perceptions of young women. Practical implications This study suggests that non-luxury intimate apparel items, typical of daily use, are not merely functional purchases, but reflect young women’s self-expression motives. Accordingly, fashion marketers should focus on consumers’ ideal self-concepts to develop effective promotion strategies. Further, specific dimensions of brand personality should be considered in relation to the different clusters. Originality/value This study shows that repurchase intentions towards inconspicuous non-luxury fashion items are explained more by self-esteem motives (i.e. ideal congruity) than self-consistency motives (i.e. actual congruity).

EXPRESS: How Life-Role Transitions Shape Consumer Responses to Brand Extensions

2021 ◽  
pp. 002224372098654
Author(s):  
Lei Su ◽  
Alokparna (Sonia) Basu Monga ◽  
Yuwei Jiang
Keyword(s):  
Sense Of Self ◽  
Brand Extensions ◽  
Self Concept ◽  
Role Transition ◽  
Perceived Fit ◽  
Dialectical Thinking ◽  
Consumer Responses ◽  
Parent Brand ◽  
Pass Through ◽  
Brand Extension Evaluation

Life-role transition is a state when people pass through different life stages that involves changes in identities, roles, and responsibilities. Across six studies, the current research shows that consumers under life-role transition have more favorable attitudes towards distant (i.e., low- or moderate-fit) brand extensions compared to consumers who are not under life-role transition. The effect is driven by a sense of self-concept ambiguity associated with life-role transition, which subsequently prompts dialectical thinking that helps to improve perceived fit between a parent brand and its extension, and finally results in more favorable brand extension evaluation. This effect diminishes for (1) near (i.e., high-fit) brand extensions that do not require dialectical thinking for perceiving fit, (2) for sub-brand (vs. direct brand) architecture, for which there is less of a need to use dialectical thinking to reconcile the inconsistencies between a parent brand and its extension, and (3) when consumers perceive they have resources to cope with the life-role transition which attenuates self-concept ambiguity. This research offers important theoretical and managerial insights by focusing on life-role transition—an important aspect of consumers’ lives that has been largely under-researched, and by demonstrating how and why it elicits more favorable attitudes toward brand extensions.

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