Self-Concept and Brand Preference

1971 ◽  
Vol 44 (1) ◽  
pp. 38 ◽  
Author(s):  
Ivan Ross
Keyword(s):  
Self Concept ◽  
Brand Preference

scholarly journals The connection between self-image congruence and brand preference for store brands: a study in Portugal

2015 ◽  
Vol 4 (1) ◽  
pp. 22 ◽  
Author(s):  
Doru Postica ◽  
António Cardoso
Keyword(s):  
Brand Choice ◽  
Past Research ◽  
Self Concept ◽  
Survey Method ◽  
Store Brands ◽  
Brand Preference ◽  
Self Image ◽  
Image Congruence ◽  
The Individual ◽  
Typical Consumer

When examining consumer behavior, self-image, brand image and their congruity are some of the drivers. Past research assumed and then successfully proved these concepts to impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of the research is to study the self-concept and its relation to brand preference. A comparison will be made between store brands PingoDoce and Continente. Data were collected through survey method. The perceptions of 34 respondents about their own traits, the traits of a typical consumer of the store brandand brand preference for them were obtained. Examinations were made regarding the relationships between variables mentioned above. The findings suggest there are no significant differences between how store brands Continente and PingoDoce are perceived by consumers according the attribute ratings. Brand preference was very similar for both brands, which did not allow the test of whether the individual will prefer a brand which is perceived by him to be more rather than less similar to his own self-concept.

scholarly journals The Influence of Actual and Ideal Self-Congruity on Consumers' Purchase Intentions

2017 ◽  
Vol 9 (4(J)) ◽  
pp. 107-121
Author(s):  
Jenasha Tooray ◽  
Devina Oodith
Keyword(s):  
Undergraduate Students ◽  
Brand Loyalty ◽  
Purchase Intentions ◽  
Self Concept ◽  
Brand Preference ◽  
Ideal Self ◽  
Tertiary Institution ◽  
Marketing Managers ◽  
The Impact ◽  
Brand Satisfaction

During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.

scholarly journals The Influence of Actual and Ideal Self-Congruity on Consumers’ Purchase Intentions

2017 ◽  
Vol 9 (4) ◽  
pp. 107
Author(s):  
Jenasha Tooray ◽  
Devina Oodith
Keyword(s):  
Undergraduate Students ◽  
Brand Loyalty ◽  
Purchase Intentions ◽  
Self Concept ◽  
Brand Preference ◽  
Ideal Self ◽  
Tertiary Institution ◽  
Marketing Managers ◽  
The Impact ◽  
Brand Satisfaction

During the course of consumer behaviour research an augmented focus pertaining to consumer brand selection and the reason/s why consumers purchase a particular brand became evident. Research postulates that consumers tend to purchase brands that have personality attributes that closely correspond to their actual self-concept and enhance their self-image, thereby bringing them closer to their ideal self-concept. Self-congruity is of paramount importance to marketing for the reason that most of the products consumers purchase are influenced by the images consumers have about themselves. According to Sirgy in 1982, self-congruity defines the procedure in which consumers match their own self-concept with the imageries of a particular brand (as cited in Sohn & Yuan, 2011). In this era of hyper competition in the marketplace, it is imperative that marketers establish and preserve an enduring, mutually beneficial relationship between their brands and their target markets in order for their companies’ growth and survival. This article aims to assess the influence that actual and ideal self-congruity have on consumers’ purchase intentions with reference to the clothing and mobile phone brands that are purchased by consumers. This study was undertaken in EThekwini (Durban), South Africa and was conducted within a Public Tertiary Institution comprising of postgraduate and undergraduate students from three colleges. The institution comprised of thirteen Schools which participated in this study. A sample of 385 respondents was drawn using simple random sampling with a 100% response rate from respondents. Since students represent a lucrative market segment for marketing managers to penetrate, a survey was undertaken in order to unearth whether there exists a congruous relationship between the self-concept of students and the personality attributes of the brands they purchase; and to determine the impact that this relationship has regarding students’ brand preference, customer-brand satisfaction and brand loyalty on students’ purchase intentions. Data for the sample was collected using a self-developed, precoded questionnaire whose psychometric properties were statistically determined. Data was analyzed using descriptive and inferential statistics. The results indicate that actual and ideal self-congruity does influence purchase intentions significantly and there exists a positive relationship among students’ actual and ideal self-congruity, brand preference, customer-brand satisfaction and brand loyalty. Consumers tend to base brand choices for clothing and mobile phones very closely to their perceptions of their actual and ideal self-concepts thus this becomes important for marketers to monitor and target in order to better influence future purchase intentions of these consumers. Based on the results of the study recommendations have been made to better understand consumers and their actual and ideal selves more critically with a view to servicing them more efficiently. The results, thus enable marketing managers to improve brand loyalty, brand preference and customer-brand satisfaction among consumers; and gain insight into consumers’ actual and ideal self-congruity.

scholarly journals The Connection between Self concept (Actual self Congruence & Ideal Self congruence) on Brand Preferences

2014 ◽  
Vol 3 (1) ◽  
pp. 308-319 ◽  
Author(s):  
Nischay Kumar Upamannyu ◽  
Garima Mathur ◽  
S.S Bhakar
Keyword(s):  
Research Work ◽  
The Self ◽  
Self Concept ◽  
Survey Method ◽  
Brand Preference ◽  
Market Place ◽  
Ideal Self ◽  
Product Usage ◽  
Self Image

Self concept has been a very important concept in consumer behavior and it gives the central idea to the Marketing people in the market place, Academician and business student to understand the bases to evaluate the self concept. The extensive previous research work gave very important conceptual answer to implement new marketing strategy. A different class of  customer can be shot in the marketplace. These are the customers who buy product while evaluating the product self-image, product/brand image and their congruity and then they set their minds to buy the products in the market. The purpose of the research is to explore the self concept dimensions to examine the self congruity relationship with brand preference. Relationships between constructs (actual self congruity, ideal self congruity and brand preference) were hypothesized and data were collected through survey Method. The perceptions of 400 respondents about their self congruity with brand preference were obtained for two types of product usage (‘Mobile phone’ as conspicuous and ‘Bathing soaps’ as inconspicuous) with Seven brands in each type. The moderating role of ‘type of product usage (Conspicuous and inconspicuous)’ was examined in the relationship between actual/ideal self congruity and brand preference.

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