What is brand personality congruity?

According to Aaker (1997), brand personality consists of five dimensions: competence, sincerity, excitement, sophistication, and ruggedness. Consumers use products/brands as a symbol and they prefer brands with images or personalities that are congruent with their self-image or brand personality.

What do we mean by self image congruity as it relates to brand personality?

Self-congruity is the extent brand personality and self-concept are compatible. It is “the match between the product’s value-expressive attributes (product-user image) and the audience’s self-concept” (Johar & Sirgy, 1991, p.

What are the six types of self-concept in consumer Behaviour?

Social self: How a person thinks others perceive him. Ideal social self: How a person would like others to perceive him. Expected self: An image of self somewhere in between the actual and ideal self. Situational self: A person’s self image in a specific situation.

What is image congruity?

Self-image congruence refers to the cognitive match between consumers’ self-concept (e.g., actual self, ideal self, social self and ideal social self) and a product/brand image, store image, destination image or user image of a given product/brand/service (Sirgy et al., 1997, Sirgy et al., 2000, Sirgy and Su, 2000).

What was discover in the review of brand and consumer personalities Congruences?

Research results revealed variety of matches between dimensions of human personality and brand personality, but showed that only in one case consumers were attributing the dimensions of their personality to brand: if respondents scored high on extraversion dimension they were inclined to attribute the same dimension to …

Which theory proposes that much of consumer behavior can be explained by the match between a consumer’s self-concept and the image of typical users of a focal product?

One of the most commonly studied theoretical approaches integrating self-concept and consumer behavior is the self-image congruence hypothesis.

What is the self-congruity effect?

The self-congruity effect largely determines the success of value-expressive brands, as congruity between their brand personalities and targeted consumers’ self-concepts produces favorable consumer responses (e.g., brand attitudes, purchase intentions; Aaker, 1997, Sirgy, 1982) The self-congruity effect generates …

What’s another word for congruity?

In this page you can discover 25 synonyms, antonyms, idiomatic expressions, and related words for congruity, like: concord, harmonization, consistency, accord, agreement, compatible, conformity, consonance, harmonious, accordance and chime.

What are the 4 types of consumer self-image?

As Figure 3.2 “The Configuration of Private and Public Self-Images That Comprise the Consumer’s Holistic Self-Image” suggests, there are four major types of self-image that play a part in consumer behavior: actual self, ideal self, social self, and ideal social self.

What is the self concept theory marketing?

Buyer Perceptions and Self Concept. Self-concept is how a consumer sees and feels about him / herself, both the actual self and the ideal self he or she would like to become. Self-concept also relates to how consumers want others to see them.