Over thirty consumer research studies have assessed the impact of a consumers image of a product relative to his or her own self image. Their significance comes from being foundational stones in the structure of ones self esteem. The individuals belief about himself or herself, including the persons attributes and who and what the self is. Direct and indirect effects of selfimage congruence on brand loyalty. Selfimage congruence in consumer behavior sciencedirect. Pdf the connection between self concept actual self. The current paper is an attempt to identify the relationship between the self image congruence and brand preference for store brands, by defining the concepts and empirically testing the relationship. Pdf assessing the predictive validity of two methods of. A study of consumer behavior in mexico abstract millennial consumers are dynamic, innovative, and personality oriented. Direct and indirect effects of selfimage congruence. For apple, the focus has shifted more towards the aesthetics of their device in anticipation of a selfimage congruence purchasing decision solomon, 2009. If people admire us, flatter us, seek out our company, listen attentively and agree with us we tend to develop a positive self image. Two new concepts, false congruity and realideal image discrepancy, are introduced as factors that could explain selfcongruitys role in perceived brand personality.
Many self concept models were formulated regarding this concept, which ultimately gave birth to the concept of congruency. The purpose of the paper is to test a model dealing with direct and indirect effects of selfimage congruence on brand loyalty. Please take a few moments and let this question sink in. In the first part we will present the transposition of the human personality to brand personality. The individuals belief about himself or herself, including the persons attributes and who and what the. Exploring the effect of selfimage congruence and brand. Prior research has reported that self image congruence can influence brand preference, brand satisfaction and purchase intentions. According to carl rogers, self image and ideal self can be congruent or incongruent. The purpose of this paper is to investigate the effects of gamification on connections between consumers self image congruence in relation to the purchasers of an environmentally friendly product electric vehicles evs and their possession of a stereotype of ev owners as being unconventional, and their attitudes towards evs, having regard to their levels of environmental. While the group with high vs low need for self image congruence was more likely to patronize department stores, unexpectedly, both the high and low self image congruence groups were equally likely to shop at discount stores. Direct and indirect effects of selfimage congruence on brand. Self congruity is defined as the match between a brand image and an individuals self concept sirgy and su, 2000, where the self concept is the totality of the individuals thoughts and feelings having reference to himself as an object rosenberg, 1979, p. We all create an image from our own subjective reality and its made up of certain conditions that we hold as our truths. The self concept is an important term for both social and humanistic psychology.
Pdf the purpose of the paper is to test a model dealing with direct and indirect effects of selfimage congruence on brand loyalty. A model was developed that related the clothing preference of employed females with self. For apple, the focus has shifted more towards the aesthetics of their device in anticipation of a self image congruence purchasing decision solomon, 2009. The model posits that self image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand relationship quality. Khan and dhar 2006 showed that one instance of bolstering ones selfconcept through a virtuous action could increase the likelihood of choosing a luxury over a necessity in a subsequent unrelated choice. The effect of the congruence between brand personality and self. Apr 09, 2018 the purpose of this paper is to investigate the effects of gamification on connections between consumers selfimage congruence in relation to the purchasers of an environmentally friendly product electric vehicles evs and their possession of a stereotype of ev owners as being unconventional, and their attitudes towards evs, having regard to their levels of environmental concern and.
This study tests a model that includes self image congruence, cruise ship passengers experiences, satisfaction, and. Consumer ethnocentrism, selfimage congruence and local. The congruence between brand personality and self image the notion of self image started to emerge in the marketing field in the mid 1960s and flourished in the mid 1970s. For instance, in sirgys self image congruence theory sirgy, 1982, 1985, 1986, a.
This study tests a model that includes self image congruence. The adoption of ebook readers carmen anton, carmen camarero, and javier rodr. Self congruence is a significant area of research in consumer. Selfcongruity and brand personality are important concepts. How to increase your self esteem social isolation and loneliness if you have limited social contact with other people, or find it hard to maintain relationships with other people, this can lead to poor self image. However, all of these aspects have not been integrated into one. Selfimage congruence in consumer behavior sameer hosanya. Carl rogers believed that for a person to achieve self actualization they must be in a state of congruence. Congruence between the self image and ideal self means that there is a fair amount of overlap between the two. The model was tested using cars as the product stimulus in a survey of 600 car. Consistency and congruence also play an important part in establishing the relationship between the self. Many studies have treated self image product image congruity only and exclusively in terms of a single congruity. Self congruity may be as much a determinant of brand personality as it is a product of brand personality.
Selfcongruence, functional congruence, and destination. Implications for advertisers and suggestions for future research are discussed. According to the theory of congruence with selfimage, part of the individuals behavior is accounted for by the comparison between his own selfimage and the brands image as reflected by the stereotype user of the brand sirgy, 1986. Direct and indirect effects of selfimage congruence on. Carl rogers believed that for a person to achieve selfactualization they must be in a state of congruence. Pdf examining the impact of selfimage congruence on. This image develops in a number of ways but is particularly influenced by our interactions with important people in our lives. This paper investigates the impact of self image congruence on brand preference and satisfaction. Pdf an investigation of selfimage congruence differences.
While the group with high vs low need for selfimage congruence was more likely to patronize department stores, unexpectedly, both the high and low selfimage congruence groups were equally likely to shop at discount stores. It is a number of selfimpressions that have built up over time these selfimages can be very positive, giving a person confidence in their thoughts and actions, or negative, making a person doubtful of their capabilities and ideas. Assessing the predictive validity of two methods of measuring self image congruence article pdf available in journal of the academy of marketing science 253. Research on influence of the congruence of selfimage and. Lewis 1990 suggests that development of a concept of self has two aspects. Self concept is the image that we have of ourselves. Khan and dhar 2006 showed that one instance of bolstering ones self concept through a virtuous action could increase the likelihood of choosing a luxury over a necessity in a subsequent unrelated choice. Sirgy 1982 explains that the concept of selfimage is used as a cognitive referent in the evaluation of symbolic elements. Pdf direct and indirect effects of selfimage congruence. The paper further determines and explains how the level of expertise moderates the impact of self image congruence on brand preferencesatisfaction. First published in 20 by the university of utah in.
This is the followed by usage satisfaction as the second predictor and lastly would be brand trust. The purpose of this study is to examine the subjective factors. Lesson 19 transformations and congruence 175 go back and see what you can check off on the self check on page 159. Pdf this research aims to determine whether there are differences in the self image congruence between materialistic and nonmaterialistic consumers. In other words, implicit comparisons between the self as currently experienced and an imagined desired end state are emphasized.
While the functionality of the ipod and zune are comparable, apple and microsoft currently each concentrates their marketing efforts on different segments of the population. The impact of brand trust, selfimage congruence and usage. Assessing the predictive validity of two methods of. Researchers have studied the various ways the dimensions of self influence consumer behavior, as well as how the conspicuousness of a good and levels of self monitoring affect this relationship. This self identity is made up of elements and influences throughout our lives. Congruity theory very well explains the affect of congruence between the self image of a consumer and their perception. Request pdf on may 1, 2012, sameer hosany and others published selfimage congruence in consumer behavior find, read and cite all the research you need on researchgate. Self congruity and brand personality are important concepts. According to the results, its necessary to match the marketing and advertising. Baumeister 1999 provides the following self concept definition. The connection of self and brand acts as the mediator between the congruence of consumers selfimage as well as brand image and consumer citizenship behavior. In almost all applications of the self image congruence hypothesis, positive, desirable, or telic self concept facets are stressed. This study tests a model that includes self image congruence, cruise ship passengers experiences, satisfaction, and behavioral intention. If they avoid us, neglect us, tell us things about ourselves that we dont want to hear we develop a negative self image.
Nov 25, 2014 over thirty consumer research studies have assessed the impact of a consumers image of a product relative to his or her own selfimage. Pdf selfimage congruence in consumer behavior sameer. To clarify the nature of the brand and self image congruity, this paper aims to build a conceptual framework and to discuss. The purpose of the paper is to test a model dealing with direct and indirect effects of self image congruence on brand loyalty.
Nov 12, 2018 according to carl rogers, self image and ideal self can be congruent or incongruent. To be aware of oneself is to have a concept of oneself. How exactly does this self image form and change over time. Pdf examining the impact of selfimage congruence on brand.
In the third part, we will examine the concept of self image. In this way, the structure of scientific information can be built. Self concept in counselling pdf download on self concept. Brand congruence and social identity of ethical consumers. Trauma, abuse or bullying trauma, physical, sexual or psychological.
The model posits that selfimage congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and brand. While it is difficult, if not impossible, to achieve perfect congruence, greater congruence will enable self actualization. The effect of congruence between brand personality and selfimage on satisfaction. According to rogers, we want a life that that we feel, experience, and finally behave in a way that is reflects our self image. It was hypothesized that a employed females are more likely to wear those outfits that match their actual self. If this image matches with the tourists ideal self concept, visiting this destination elevates the tourists selfesteem. Self image congruence helps explain and predict different facets of consumer behavior. Carl rogers believed that to achieve self actualization a person must be in a state of congruence. Self concept is the ideas and beliefs that everyone holds about themselves. The model posits that self image congruence positively affects brand loyalty directly and indirectly through functional congruity, product involvement, and. Specifically speaking, neither the consumers selfimage nor brand image directly affects hisher citizenship behavior but affected by the mediate role of selfbrand connection. Studies have also been conducted on selfimage congruence and specific brands. Selfimage congruence as a model of consumer 296 downloads 15 pages 3,602 words add in library click this icon and make it bookmark in your library to refer it later.
Accepted 1 march 2011 available online 20 april 2011 keywords. Actual self image, ideal self image and the relation between satisfaction and destination loyalty. Assessing the predictive validity of two methods of measuring selfimage congruence article pdf available in journal of the academy of marketing science 253. Three significant psychological terms failing to meet these criteria are self image, self concept, and self identity. Argyle believes there are 4 major factors that influence self esteem. Assessing the predictive validity of two methods of measuring selfimage congruence.
In the second part, we will define the concept of brand personality. Two new concepts, false congruity and realideal image discrepancy, are introduced as factors that could explain self congruitys role in perceived brand personality. Selfcongruity may be as much a determinant of brand personality as it is a product of brand personality. Purpose this paper explores the antecedents and consequences of consumers need for selfimage congruence on their retail patronage of department highend and discount lowend stores to purchase namebrand products in two product categories, apparel and home decor. How to increase your selfesteem social isolation and loneliness if you have limited social contact with other people, or find it hard to maintain relationships with other people, this can lead to poor selfimage. Jan 10, 2017 is your ideal self who you would like to be in congruence with your self image your actual behavior.
Assessing the predictive validity of two methods of measuring self image congruence. Tourism managers who understand how self congruity works may be. Studies have also been conducted on self image congruence and specific brands. The term self concept is a general term used to refer to how someone thinks about, evaluates or perceives themselves. Selfimage, selfconcept, and selfidentity revisited. Self concept in counselling plays a big role as it is the picture of. The role of self monitoring and publicprivate consumption timothy r, graeff middle tennessee state university abstract past research has demonstrated that congruence between hrand image and self image is positively related to consumers product evaluations. The present study investigates individuals perceptions of the utilitarian and hedonic values of such devices and their congruence with self.
Argyle believes there are 4 major factors that influence. A structural equation model confirms that ethical image is influenced by empathy virtue congruence indirectly via consumerbrand identification. Prior research has shown a clear relationship between consumer ethnocentrism and local brand preference but we believe that self image congruence also plays an important role in explaining the selection of local brands. To date, application of self congruence theories to tourist posttravel evaluations is limited. Is your ideal self in congruence with your self image. Assessing the predictive validity of two methods of measuring. One challenge when launching new technologies is to overcome consumer resistance to change so as to accelerate market acceptance. Path modeling tests the hypotheses using a sample of 169 cruise ship. It is a number of self impressions that have built up over time these self images can be very positive, giving a person confidence in their thoughts and actions, or negative, making a person doubtful of their capabilities and ideas. Similarly, they will use the properties of similarity transformations to establish the aa criterion for two triangles to be similar.
In the fourth part, we will analyze the congruence between brand personality and self image. Self image congruence towards vogue brands among millennials. Self congruence models of attitude formation and subsequent behavior are still sparsely used, however. According to rogers, we want to feel, experience and behave in ways which are consistent with our self image and which reflect what we would like to be like, our ideal self. The studies focusing on the consumers behavior were interested in clarifying the links that an individual seeks to create between the image he has of a product. This means that selfactualization occurs when a persons ideal self i. The modern individual is more and more preoccupied with his self image, image that he perfects as he can. Selfcongruence models of attitude formation and subsequent behavior are still sparsely used, however. What you see when you look in the mirror and how you picture.
Selfimage congruence cruise ship passenger experiences satisfaction. Self check curriculum associates, llc copying is not permitted. However, munson 1974 studied both conspicuousness and the social class of consumers. Selfimage congruence in consumer behavior request pdf. The buying behavior of millennial consumers is widely influenced by self image congruence, social self concept, psychodynamics, and vogue. This paper reports findings from a research study which was conducted to determine the effect of self. Purpose the paper seeks to investigate the incremental value of a construct termed undesired self. The effect of the congruence between brand personality and. With the help of an empirical research, the paper argues that while self image congruence may be related to satisfaction in general in the automobile market, it may not necessarily affect satisfaction judgements when customers have higher levels of expertise. This paper provides some discussion and recommendations for practitioners. Selfimage congruence in consumer behavior semantic scholar. Self image congruence as a model of consumer 296 downloads 15 pages 3,602 words add in library click this icon and make it bookmark in your library to refer it later.