Service differentiation: A self-image congruency perspective on brand building in the labor market (original) (raw)
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Asia International Conference, 2018
Purpose- This study analyzes the effect of congruence between consumer idea self-image and their perceived brand image on brand preference of mobile phone users in Pakistan. Consumer’s perceived images of different mobile brands were analyzed against their ideal self-image to know the impact on brand preference. Methodology/sample- 400 respondents filled the Questionnaires, which belonged to different age groups, marital status, educational background and professional background. To analyze data regression and Correlation tests were used. Findings- Analysis indicated that Pakistani individuals prefer those mobile phone brands which are similar to their ideal self-image as there was a positive relation between them. Though, it also showed that other factors should be considered in order to obtain a strong relation. Practical Implications- The result of the research will help the marketers and brand managers in building up a brand image that is similar to the consumer’s ideal self image. It also showed how much it is important to maintain a brand image which has an association to the consumer’s ideal self-image. As today not just the functional aspects of a mobile phone matters but the brand image of mobile also matters as consumers express their own image to others through mobile phone brands.
Self-image congruence in consumer behavior
Journal of Business Research, 2012
Self-image congruence helps explain and predict different facets of consumer behavior. To date, application of self-congruence theories to tourist post-travel evaluations is limited. This study tests a model that includes self-image congruence, cruise ship passengers' experiences, satisfaction, and behavioral intention. Path modeling tests the hypotheses using a sample of 169 cruise ship travelers. Results indicate that self-image congruence (actual and ideal) affects passengers' experiences but indirectly influences satisfaction levels. Satisfaction positively relates to respondents' propensity to recommend. Overall, this research advances the understanding of cruise ship passengers' experiences and behaviors offering important managerial implications.
2018
Companies have recognized that people buy or consume products not only for their functional value but also to enhance their self-concept through the symbolic meaning embedded in these products, customers seek brands with a personality identical with their own personality. In this research we will present a literature review of the impact of the congruence between brand personality and self-image on the four dependent variables considered in this research: satisfaction, attitude, preference and behavioral intentions. In the first part we will present the transposition of the human personality to brand personality. In the second part, we will define the concept of brand personality. In the third part, we will examine the concept of self-image. In the fourth part, we will analyze the congruence between brand personality and self-image. In the fifth part, we will expose the hypotheses of research that we will use in our next empirical study, and we will also elaborate the conceptual mod...
This paper investigates the impact of self-image congruence on brand preference and satisfaction. The paper further determines and explains how the level of expertise moderates the impact of self-image congruence on brand preference/satisfaction. A convenient non-probability sampling method via online was used to obtain the data in Saudi Arabia. Correlation and moderated regression analyses were used to test the hypothesised relationships. Results of the study confirms previous researches about the relationship between self-image congruence and brand preference/satisfaction. The result also proved that the higher the level of expertise the lower the impact of self-image congruence on brand preference/satisfaction. This study adds value by determining the moderating effect of the level of expertise on the relationship between self-image congruence on brand preference/satisfaction. The findings of the study will help brand managers to improve their brand management and enhance consumer satisfaction. Reference to this paper should be made as follows: Sohail, M.S. and Awal, F. (2017) 'Examining the impact of self-image congruence on brand preference and satisfaction: the moderating effect of expertise', Middle East J.