Povezanost med self imidžem in imidžem oblačil

V prispevku je obravnavan odnos med konceptom samega sebe in izbiranjem izdelka oziroma znamke izdelka. Uvodni del zajema predstavitev koncepta samega sebe (opredelitev, uporaba in struktura), merjenje self imidža ter opredelitev osnovnih pogojev za marketinško aplikacijo self imidža (kdaj postane self imidž pomemben dejavnik v vedenju porabnikov). V drugem delu prispevka so prikazani rezultati raziskave v kateri smo primerjali self imidž (dejanski in idealni) in imidžem oblačil (dejanskih in željenih). Glavni zaključek v raziskavi je bil, da med self imidžem in imidžem oblačil obstaja povezanost. Najvišja povezanost se je pokazala med idealnim self imidžem in imidžem željenih oblačil (74% skupne variance) najnižja pa med dejanskim self imidžem in imidžem dejanskih oblačil (50%).In the following contribution the author presents the relation between the self-concept and the product/brand purchase. The first part of the contribution contain introduction of the self-concept (definition, usage and structure), measuring the self-image and definition basic conditions for application the self-image in the field of marketing (in what conditions self-image become an important factor in consumer behavior). In the second part of the contribution we present the results of the research in which we compare the actual and ideal self-image with actual and desired clothes images. The main conclusion of the research was that there exists a strong relation between self-image and clothes image. The highest connection was between the ideal self-image and desired clothes image (74% explained variance) and the lowest connection was between actual self-image and actual clothes image (50% explained variance)