Park, S & Lee, E. (2005) Congruence Between Brand Personality and Self-Image, and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty. Asia Pacific Advances in Consumer Research. [Online] Volume 6. p. 39-45. Available from http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=11859.
Sirgy (1982, 1986) outlines the importance of self-concept theory in consumer behavior research by explaining that consumers who perceive the product image to be consistent with their actual self-concept are likely to feel motivated to purchase and consume that product.
Graeff (1996) analyzes the influence of the congruence between brand-image and self-image on brand evaluation relating to promotion message. It suggests that under the promotion message that reminds consumers of their own self-image, consumers give more positive evaluations of brands congruent with their own self-image.
Aaker (1999) suggests when self-schema is congruent with brand personality, the brand attitude of a low self-monitor is more favorable, and when the situation is congruent with self-schema, the brand attitude of a high self-monitor is more favorable.
In general, the brand offers opportunities to build relationships with consumers (Wester 2000). That is, consumers want to build a relationship with a certain brand when they regard the brand as beneficial or valuable to them. Thus, if consumers feel that they are getting a good value and are satisfied after initially using the brand, they want to build a relationship with it.
Oliver and Bearden (1983) suggest that consumer satisfaction affects attitude after purchase and this attitude continuously influences the repurchase intention.
Fournier (1998) suggests that consumers build an individual relationship with product/brand they purchase in much the same way that people initiate and nurture relationships with other people. Hence, consumer-brand relationship indicates that consumers and brands contribute to each other in a win-win partnership.
This relationship construct is multi-dimensional and encompasses cognitive, affective, and behavioral aspects. Fournier (1998) introduces six dimensions of brand relationship quality: love/passion, self-connection, interdependence, commitment, intimacy and brand partner quality.
Aaker (1997) suggests that the ultimate objective of the brand identity system is the development of a strong brand relationship between consumers and bands, and consumer-brand relationship builds up brand loyalty.
Further reading
- Sirgy, M. Joseph (1980), "The Self-Concept in Relation to Product Preference and Purchase Intention," in Development in Marketing Science, 3, ed. V. V. Bellur, Marquett, MI: Academy of Marketing Science, 350-354.
- Sirgy,
M. Joseph (1982), "Self-Concept in Consumer Behavior: A Critical
Review," Journal of Consumer Research, 9 (December), 287-300.
- Sirgy, M. Joseph (1986), Self-Congruity, New York: Praeger.
- Graeff, Timothy R. (1996), "Using Promotional Message to Manage the Effects of Brand and Self-Image on Brand Evaluation," Journal of Consumer Marketing, 13 (3), 4-18.
- Graeff, Timothy R. (1997), "Consumption Situations and the Effects of brand image on Consumers’ Brand Evaluations," Psychology and Marketing, 14 (1), 49-70.
- Aaker, David (1991), Managing Brand Equity: Capitalizing on the value of a brand name, New York: The Free Press.
- Aaker, David (1996), Building Strong Brands, New York: The Free Press.
- Aaker, Jennifer (1997), "Dimensions of Brand Personality," Journal of Marketing Research, 34 (August), 347-357.
- Aaker, Jennifer (1999), "The Malleable Self: The Role of Self-expression in Persuasion," Journal of Marketing Research, February, 45-50.
- Aaker, Jennifer
(2000), "Accessibility or Diagnostic? Disentangling the Influence of
Culture on Persuasion Processes and Attitudes," Journal of Consumer
Research, 26 (March), 340-357. - Oliver, Richard L. and William O. Bearden (1983), "The Role of Involvement in Satisfaction Process, " Advances in Consumer Research, 10 (1), 250-255.
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