Abstract
This study examined the congruous relationship between self-image and the image of a preferred brand. The empirical data supported past findings when similar analytical techniques were applied to the data. However, an alternative conceptualization of congruency as absolute rather than a relative phenomenon resulted in different findings. Subsequently, these results provide additional directions for theory building. The findings suggest that congruency often occurs at some distance from self-image (in the tails of the distributions) and that for many dimensions of image, other variables besides congruency may be more important in the purchase process.
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The Authors wish to thank Wendy Martin, Ira Dolich and an unknown reviewer for their helpful comments.
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Martin, W.S., Bellizzi, J. An analysis of congruous relationships between self-images and product images. JAMS 10, 473–489 (1982). https://doi.org/10.1007/BF02729348
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DOI: https://doi.org/10.1007/BF02729348