Add to ORKGIn my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising
In today’s highly competitive business market, companies and brands need to target consumers. Compan...
Abstract Companies have recognized that people buy or consume products not only for their functional...
Marketers have long observed, or at least assumed, that people buy certain products or brands as a m...
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, h...
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, ...
Branding strategies that target the consumer’s ideal self may not always be effective, as they elici...
Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to a...
Previous research indicates that the self-image product image congruity (commonly known as self-imag...
In their continuous search for improved explanations of why consumers engage with certain brands mor...
Consumers tend to prefer brands whose image is congruent with their actual or their ideal self. Desp...
Consumers tend to prefer brands whose image is congruent with their actual or their ideal self. Desp...
The purpose of this study was to investigate the relationships between actual self congruence, brand...
textCelebrity endorsements have been studied regarding factors for effectively persuading consumer b...
Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between t...
Considerable research into consumer behaviour has examined the self-expressive role of brands, but h...
In today’s highly competitive business market, companies and brands need to target consumers. Compan...
Abstract Companies have recognized that people buy or consume products not only for their functional...
Marketers have long observed, or at least assumed, that people buy certain products or brands as a m...
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, h...
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, ...
Branding strategies that target the consumer’s ideal self may not always be effective, as they elici...
Creating emotional brand attachment is a key branding issue in today’s marketing world. One way to a...
Previous research indicates that the self-image product image congruity (commonly known as self-imag...
In their continuous search for improved explanations of why consumers engage with certain brands mor...
Consumers tend to prefer brands whose image is congruent with their actual or their ideal self. Desp...
Consumers tend to prefer brands whose image is congruent with their actual or their ideal self. Desp...
The purpose of this study was to investigate the relationships between actual self congruence, brand...
textCelebrity endorsements have been studied regarding factors for effectively persuading consumer b...
Purpose: Focusing on symbolic brands, this paper aims to re-test whether perceived â€~fit’ between t...
Considerable research into consumer behaviour has examined the self-expressive role of brands, but h...
In today’s highly competitive business market, companies and brands need to target consumers. Compan...
Abstract Companies have recognized that people buy or consume products not only for their functional...
Marketers have long observed, or at least assumed, that people buy certain products or brands as a m...