A strategic approach to self-branding

Joel R. Evans 한국마케팅과학회 2017 마케팅과학연구 Vol.27 No.4

Self-branding – which refl ects how an individual wants to be perceived by employers, potential employers, clients, professional peers, and others in a way that will enhance their personal image – requires a careful, systematic, and adaptive strategy. To place self-branding in the proper context, we begin with the concept of branding as it relates to the sub-set of self-branding. We present an overview of brand management, brand longevity, global issues, and brand communications; and discussions of brand personality and positioning, brand equity, and corporate branding. Then, we investigate strategic self-branding, including: an overview of self-branding, the steps involved in self-branding, self-brand diff erentiation/positioning, mastering the self-brand, self-brand management and re-invention, and creating and sustaining an online self-brand.

A Study on the Self Image Congruity of Sports Product Parent Brand Image on the Attitude of Extension Brand and Purchase Intention

( In Wook Song ),( Dok Yun Kim ),( Hak Yoon Choi ),( A Lam Jung ) 한국체육학회 2015 국제스포츠과학 학술대회 Vol.2015 No.1

Purpose: This study aimed to evaluate the relation between recognized risk, consumer knowledge and purchase intention when extention brand of sports products was made according to self image congruity of sports product parent brand image. Method: For this purpose, the population was selected among people in their 20s and 30s in Seoul and Gyeonggi area who purchased and used sports specialized brand products, 511 questionnaire survey sheets were distributed using purposeful sampling. As for questionnaire survey, self-adminstration method was employed, in which the researcher explained details of questionnaire survey to the participants sufficiently in advance and obtained cooperation and permission, The researcher distributed survey sheets directly and collected them right after the completion. Among the collected questionnaire survey sheets, low reliable data auch as double filling-up, non-filling-up or data with consecutive same answers were excluded for an analysis. The answers were codified according to the coding instruction in the questionnaire survey to input in the computer individually. After data cleaning process, the data was analyzed using SPSS/WIN Program. For a specific data processing method, frequency analysis, exploratory analysis (EFA), confirmatory factor analysis (CFA), internal consistency reliability, structural equation model, t-test, one-way ANOVA and correlation analysis were carried out. Duncan post-test was excuted as a post-test Result: The results are as following; Firstly, as results of difference analysis on parent brand image according to demographical characteristics, self image congruity, attitude toward extension brand and purchase intention, there was no significant difference in purchase by sex. There was no significant difference in purchase intention, ideal self image congruity and perceived risk by age. There were significant differences in actual self image congruity, idal self image congruity, consumer perception and purchase intention by educational level, but there was no significant difference in perceived risk. There were significant differences in actual self image congruity, comsumer knowledge and purchase intention by occupation. There were significant differences in actual self image congruity, consumer konwledge and purchase intention by monthily income. There were significant differences in other factors except for purchase intention by the marital status. Secondly, after correlation analysis between self image congruity of sports product parent brand image, attitude toward extension brand and purchase intention and goodness of fit of research model, the correlation coefficient values as a result of structural equation model analysis and test of hypothesis were ranged between minimum .171 and maximum .500. Accordingly, as there was no variable that had higher correlation with over .8, it seems not inappropriate to verify the theoretically predetrmined model. Conclusion: The purpose of this project is to elucidate the effects of sports product parent brand image and the self image congruity on both the attitude of extension brand and consumer`s intention to purchase the product. By clarifying such effects, this work focuses on how self image congruity of the parent brand image(whether realistic or ideal) affects the consumer`s decision to purchase the extension brand. Finally, implications of the obtained result is discussed.

Comparative Study of Young Consumers' Luxury Brand Attachments in Metropolises of Korea and China

Guangdong Yu,Chang Liu,Jingwen Niu ASCONS 2019 INTERNATIONAL JOURNAL OF EMERGING MULTIDISCIPLINAR Vol.3 No.2

In this paper, a new insight is provided into analysis of Chinese and Korean luxury consumption by reflecting the difference between Chinese and Korean customers by using Structural Equation Model (SEM) and fsQCA models. The findings support the function theory of customers’ beliefs showing that Self-monitoring and Mianzi have positive impacts on the Self-presentation attitude. Self-presentation attitude have a positive impact on the luxury brand attachments. This study also compares estimated results between Korean and Chinese consumers. The findings show that the sense of Mianzi has a stronger impact of sense of Mianzi than Korea customers with respect to self-presentation attitude. Self-monitoring has stronger impacts on Korean customers than Chinese with respect to Self-presentation attitude. Mianzi has stronger impacts on Chinese customers than Korean customers with respect to luxury brand attachments. Self-presentation attitude has stronger impacts on Korean customers than Chinese customers with respect to luxury brand attachments. The different results can be found from the analysis of fsQCA. The lower self-monitoring can lead to higher self-presentation attitude in China. The impact of Self-presentation attitude with respect to luxury brand attachments in Korean customers is weaker than Chinese customers.

제품브랜드와 휴먼브랜드의 제휴가 공동브랜드 태도에 미치는 영향: 자아일치성과 제휴 적합성을 중심으로

이지은,장휘욱,유동호 한국소비자·광고심리학회 2017 한국심리학회지 소비자·광고 Vol.18 No.4

Although there have been many previous studies related to brand alliances, research on alliances with human brands and product brands is lacking. Therefore, it is necessary to study the factors influencing the success of the alliance between the human brand and the product brand. The purpose of this study is to investigate the effect of alliance fit between two brands on consumer attitude toward the co-brand in strategic alliance between human brand and product brand. Another purpose of this study is to examine the moderating effect of self-congruity toward human brand and product brand on consumer attitude toward co-brand. Lastly, we examined interaction effect of alliance fit and self-congruity. We used regression, simple slope analysis, and spotlight analysis to test hypotheses. The results showed that the alliance fit between human brand and product brand did not significantly affect the consumers’ attitude toward co-brand. However, the self-congruity toward the human brand and the self-congruity toward the product brand have a positive effect on the consumers’ attitude toward the co-brand. Also, the results showed that the three-way interaction effect (alliance fit x self-congruity of the human brand x self-congruity of the product brand) was significant. In the case of high fit of alliance, the higher the self-congruity of the human brand regardless of the self-congruity of the product brand, the more positive the co-brand attitude is. However, in the case of low fit of alliance, the higher the self-congruity of the product brand, the more positive the co-brand attitude was. And the self-congruity of the human brand affects consumers’ attitude toward co-brand only when the self-congruity of the product brand is low. Based on these results, this paper pointed out the theoretical and practical implications of human brand and product brand. 브랜드 제휴와 관련된 선행 연구들은, 주로 제품(기업)브랜드 간의 제휴에 초점을 맞추고 있어 제품브랜드와 휴먼브랜드와의 제휴에 대한 연구는 부족한 편이다. 따라서 소비자에게 잘 알려진 저명인사를 휴먼브랜드로 간주하고 이러한 휴먼브랜드와 제품(기업) 브랜드가 제휴된 공동브랜드 제품을 소비자들이 어떻게 인지하고 평가하는지에 대하여 실증적으로 검증해 볼 필요성이 제기되고 있다. 본 연구의 목적은 휴먼브랜드와 제품브랜드가 적합 혹은 부적합한 전략적 제휴를 하게 될 경우 소비자의 휴먼브랜드 및 제품브랜드와의 자아일치성 정도가 공동브랜드 태도에 어떤 영향을 미치는지를 검증하는 것이다. 구체적으로 첫째, 휴먼브랜드와 제품브랜드의 제휴 적합성이 공동브랜드 태도에 미치는 영향을 알아보고자 한다. 둘째, 적합제휴와 부적합제휴에서 휴먼브랜드 자아일치성과 제품브랜드 자아일치성이 공동브랜드 태도에 미치는 영향을 살펴보고자 한다. 마지막으로 휴먼브랜드 자아일치성과 제품브랜드 자아일치성이 공동브랜드에 대한 태도에 미치는 영향력에서 상호작용 효과가 있는지를 파악하고자 한다. 본 연구에서는 제휴 적합성, 휴먼브랜드와 제품브랜드에 대한 자아일치성, 그리고 세 변수의 상호작용 변수들을 독립변수로 하여 공동브랜드 태도에 대한 회귀분석을 실행하였으며, 상호작용 효과에 대해 단순 기울기 분석과 스포트라이트 분석을 실행하였다. 연구결과 휴먼브랜드와 제품브랜드 간 제휴 적합성은 공동브랜드에 대한 태도에 영향을 주지 않는 것으로 나타났다. 하지만 휴먼브랜드 자아일치성과 제품브랜드 자아일치성 각각은 공동브랜드 태도에 긍정적인 영향을 주는 것으로 나타났다. 또한 제휴 적합성과 휴먼브랜드 자아일치성 및 제품브랜드 자아일치성 세 변수간의 상호작용 효과가 유의미한 것으로 나타났다. 구체적으로 제휴 적합성이 높은 경우에는 제품브랜드와의 자아일치성과 관계없이 휴먼브랜드와의 자아일치성이 높을수록 공동브랜드에 대한 태도가 긍정적인 반면 제휴 적합성이 낮은 경우에는 제품브랜드와의 자아일치성이 높을수록 공동브랜드에 대한 태도가 긍정적이었으며, 휴먼브랜드와의 자아일치성은 제품브랜드와의 자아일치성이 낮을 경우에만 영향을 주는 것으로 나타났다. 이러한 결과를 바탕으로 이론적 및 실무적 시사점을 논의하였다.

럭셔리 패션브랜드와 자기이미지와의 차이가 브랜드 평가에 주는 영향력

김지은 ( Jieun Kim ) 아시아.유럽미래학회 2019 유라시아연구 Vol.16 No.2

셀프 컨그루어티 효과는 소비자의 실제 자기 이미지와 어떤 특정 상품/브랜드/매장 등의 이미지가 일치될 때 나타나는 효과를 일컫는다 (Sirgy et al., 2000). 과거연구에 따르면 셀프 컨그루어티(Self-congruity)효과 (Sirgy, 1982)는 소비자가 브랜드를 평가할 때 중요한 역할을 하는 것으로 밝혀졌다. 예를 들면 셀프컨그루어티의 정도는 브랜드에 대한 소비자의 태도나 구매의도, 만족도 및 충성도에 영향을 미치는 것으로 나타났다 (Sirgy, Grewal, & Mangleburg, 2000). 이 연구의 목적은 셀프 컨그루어티 이론이 럭셔리 패션브랜드를 구매하는 과정에 어떻게 관련되는지를 조사함으로써 럭셔리 패션브랜드를 관리함에 있어 실질적인 도움을 제공하고자 하는 것이다. 특히 이 연구에서는 지금까지 오랜시간동안 알려져왔던 셀프 컨그루어티 효과와는 달리 소비자가 럭셔리 패션 브랜드를 평가할 때 실제 자기이미지 불일치(actual self-incongruity)와 이상적인 자기이미지 일치(ideal self-congruity)가 소비자의 브랜드 평가에 긍정적인 역할로 작용할 것이라고 제안하였다. 연구분석을 위한 데이터는 미국에서 온라인 서베이를 수행하여 수집되었으며, 다양한 소득수준(연소득 10만불 이상, 5만5천불 이상~10만불, 5만5천불 이하)의 대상이 골고루 참여할 수 있도록 진행하였다. 총 서베이는 502인이 참여하였으며, 평균 연령은 41세이다. 이 연구에서는 3가지 브랜드(Louis Vuitton, Coach, 소비자가 개인적으로 좋아하는 브랜드)에 대해서 소비자가 느끼는 실제 자기이미지 불일치와 이상적인 자기이미지 일치 정도에 따라 소비자가 각 브랜드에 대해 브랜드 태도, 구매의도 및 품질에 대한 지각을 어떻게 느끼는지를 테스트했다. 연구결과, 위 3개의 브랜드에 대해서 다음의 같은 결과를 보여주었다. 즉, 이상적인 자기이미지 불일치가 브랜드 태도/품질에 부정적 영향을 미치는 반면, 실제 자기이미지 불일치는 오히려 브랜드 태도/품질에 긍정적 영향을 미쳤다. 구매 의사에 대한 결과도 이상적인 자기이미지 불일치는 부정적 효과를 보였으나, 실제 자기이미지 불일치는 아무런 영향력이 없는 것으로 나타났다. 전반적으로, 세가지 브랜드에 대한 테스트 결과는 이 연구의 주요 가설을 뒷받침 해주었다. 또한 소득차이로 인해 브랜드에 대한 소비자의 태도가 조절이 되는지를 알아보기 위해서 추가 분석을 실시하였다. 연구결과, 브랜드 태도에 있어 실제 자기이미지 불일치의 영향은 저소득 그룹에게만 긍정적으로 나타났다. 이상적인 자기이미지 일치의 영향력은 저소득층과 중산층에서만 부정적으로 나타났다. 아마도 수입이 많은 경우, 셀프컨그루어티의 정도는 브랜드 평가에 큰 영향을 미치지 않을 것이며, 이는 높은 수준의 소득으로 인해 고급 브랜드를 구매하는데 있어 제약이 크게 없기 때문인 것으로 보인다. 뿐만 아니라, 그들은 명품브랜드를 구입하는 데 있어 실제 자기이미지와 이상적인 자기이미지 사이와의 차이가 상대적으로 크지 않을 것으로 예상되기 때문이다. 이 연구는 럭셔리 패션브랜드의 맥락에서 셀프컨그루어티 효과를 검증하였다. 이 연구 결과는 이상적인 자기이미지 일지와 실제 자기이미지 불일치가 럭셔리 브랜드 제품 평가에 긍정적인 영향을 미친다는 것을 보여주었다. 특히, 실제 자기이미지 불일치가 브랜드 태도와 품질에 긍정적인 영향을 미친다는 점이 특이할 만하다. 즉, 명품 브랜드의 이미지가 실제 이미지와 차이를 크게 인지할수록 브랜드에 대한 태도가 좋아지고 브랜드 품질을 좋게 인지한다는 것이다. 이것은 실제 자기이미지 일치가 이전 연구 결과와는 달리 럭셔리 마켓상황에서 브랜드 평가에 부정적인 영향을 준다는 것을 확인한 최초의 연구라는 점에서 의미가 크다고 하겠다. 그러나 구매 의도에 대해서는 실제 자기이미지와 브랜드 이미지의 차이가 클수록 구매 의도가 커진다는 사실은 확인되지 않았다. 아마도 이것은 구매가능성 때문일 것으로 예측된다. 이는 소득이 낮을 때 현실적으로 고급 브랜드를 구매하기가 어려울 것으로 사료되기 때문이다. 위와 같은 연구 결과는 럭셔리 패션브랜드 관리에 있어 마케팅 커뮤니케이션 전략을 수립하는 데 중요한 함의를 제공할 것이다. The self-congruity effect refers to the match between consumers’ self-concept and the image of objects compared, such as brand image, product image, store image, and advertising materials (i.e., Choi and Rifon, 2012; Sirgy et al., 2000). Past research has shown that the self-congruity effect (Sirgy, 1982) is an important key predictor for consumers’ responses (i.e., attitude, purchase intention, choice, satisfaction, and loyalty) toward various marketing stimuli such as brand, store, and product (Krishen and Sirgy, 2016; Liu, Li, Mizerski, and Soh, 2012; Sirgy et al., 2000; Sirgy, Lee, Johar, and Tidwell, 2008). The more similar the brand image is to the consumer’s own concept or self-image, the better the consumer evaluates the brand, and the better the purchase intention and the satisfaction with the purchase. The purpose of this study is to address this knowledge gap by investigating the relevancy of self-con-gruity theory to the purchase of luxury brands. Furthermore, the impact of income is studied in terms of to what extent income affects consumers’ brand attitudes regarding luxury brands. In contrast to the long-standing self-congruity effect, we propose that actual self-incongruity and ideal self-congruity effects will work when consumers evaluate luxury fashion brands. Therefore, this study would contribute not only to the body of self-congruity theory related literature, but also to the knowledge related to luxury brand management. A stratified sampling method was employed to obtain an evenly distributed number of participants from different income classes. The strata were identified by income. Three strata were developed: (1) more than $100,000; (2) $55,000 to less than $100,000; and (3) less than $55,000. The average age was 41 and most of them were Euro American (76.3%). Participants (n = 502) were of various backgrounds and ages (women between 18 and 74 years old) (m= 43). The results show the positive influence of ideal self-congruity and actual self-incongruity on the evaluation of luxury brand products. Specifically, research findings show that actual self-incongruity positively affects brand attitude, and perceived quality. That means that the more different the image of a luxury brand differs from the actual self-image, the better attitude toward the brand, and the better the quality the brand. However, it has not been confirmed that the greater the difference between my actual self-image and brand image, the greater the purchase intention. Perhaps this seems to be due to the possibility of purchasing. To reiterate, this result showed that actual self-congruity negatively influences consumers’ perception toward a luxury brand. This is the first study identifying that actual self-congruity has a negative influence on the evaluation of brands, as opposed to previous findings. It is a very important finding showing that this phenomenon appears in the luxury brand context. On the other hand, the ideal self-incongruity negatively affects all dependent variables including brand attitude, purchase intention, and perceived quality. In summary, consumers have a favorable attitude toward luxury brands with images that are similar to what they would like to have, they are willing to purchase the brand, and they tend to be well aware of quality. In addition, by examining the effect of self-incongruity depending on the level of income, the effect of self-incongruity can be seen more deeply. As a result, it was found that the effect of actual self-incongruity is stronger as the income level is lower. If the income is high, the result of the brand evaluation by the degree of self-incongruity is unlikely to be greatly affected. This is because a high level of income does not prohibit them from purchasing their luxury brands. Also their incongruity between their actual self and ideal self is relatively small due to the consumption of luxury brands. This study is important because it shows the negative effect of actual self-congruity on consumers’ brand evaluation in the particular market situation of the luxury market. It can be considered worthy in that it was the first study to show the negative effects of actual self-congruity. Furthermore, it is meaningful that consumers’ responses to the three brands (Louis Vuitton, Coach, favorite brand) are examined and the results are all the same, thereby raising the reliability of the research results.

THE INTERACTIVE MODERATING ROLE OF SELF-ESTEEM AND INDEPENDENT SELF-CONSTRUAL ON BRAND EVALUATIONS: A CROSSNATIONAL STUDY

Yoko Sugitani,Riccardo Rialti 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

This study aims to show that cultural differences in self-concepts define the effect of brand evaluations on purchase intention. Self-brand connection (SBC), which refers to “the extent to which individuals have incorporated brands into their self-concepts (Escalas & Bettman, 2003)”, has been identified as an important factor that leads brand loyalty and repurchase (Batra et al., 2012; Carroll & Ahuvia, 2006; Loureiro et al., 2012; Park et al., 2010; Zarantonello et al., 2016). However, Sugitani (2018) demonstrated that SBC was a significant predictor of repurchase intention only among people with independent self-construal (Westerners), while brand evaluations based on public reputation (i.e. public-based evaluation; PBE) significantly predicted repurchase intention among people with interdependent self-construal (East Asians). This study raises questions about other factors relevant to the self that might moderate the effect of brand evaluations. Therefore, in addition to self-construal, this study focused on individual selfesteem as another moderating factor, and investigated its effects on the relations between brand evaluations and purchase intentions. Cross-national online surveys were conducted in the U.S., Italy (independent selfconstrual culture) and Japan (interdependent self-construal culture). The results of data analyses using multi-group structural equation modelling and ANOVAs provided the important discoveries. First, the finding of previous literature was reproduced that SBC was a significant predictor of repurchase intentions among people with independent selfconstrual. However, self-esteem significantly moderated the result. Specifically, SBC was a significant antecedent of repurchase intention when consumers with interdependent self-construal possess high self-esteem. Second, self-esteem also moderated the effect of PBE on repurchase intention among Italian consumers. Italians with low self-esteem were averse to choosing high PBE brands, while those with high self-esteem were not. The U.S. and Japanese consumers consistently avoided and preferred high PBE brands respectively; self-esteem did not affect the result. This study contributes to global brand management by showing that cultural differences in two important self-concepts, self-construal and self-esteem, have an interactive moderating effect on brand evaluations and purchases.

Congruity between the effect of sports apparel brand slogan and self-image on slogan and brand attitude - Moderating effect of self-monitoring -

( Ji-hye Kwak ) 복식문화학회 2021 服飾文化硏究 Vol.29 No.1

The purpose of this study was to investigate brand slognas that are effective in explaining how brand identity affects consumers. The effect of congruity between brand slogan and self-image (low and high) on attitude to slogans and brands were anaylzed. The moderating effect of self-monitoring (low and high) was also investigated. Survey data from 177 people in their 20s-30s were analyzed through descriptive statistics, exploratory factor analysis, and two-way ANOVA. First, congruity between slogan and self-image had a positive effect on both slogan and brand attitude. In other words, the higher the congruity between slogan and self-image, the more positive the attitude toward the slogan and brand. Second, no interactive effect was found in congruity between slogan and self-image and self-monitoring on slogan attitude; however it was identified for brand attitude. Again, in a group with high congruity between slogan and self-image, attitude toward the brand was more positive when self-monitoring was higher than when it was low. In conclusion, brand slogans that can represent the self-image of highly self-monitoring consumers are effective. In particular, this is meaningful as it has revealed its relationship with the impact of identity self-image congruity and self-monitoring on brand attitudes in fashion brands. These results offer meaningful guidance in determining brand slogans according to consumers’ personal characteristics.

기업연상이 소비자의 자아연관성과 개별브랜드의 충성도에 미치는 영향

최낙환,박덕수 한국유통과학회 2011 유통과학연구 Vol.9 No.1

Research regarding corporate associations in marketing has generally been approached using the association theory. However, limited research investigates the effect of corporate associations on consumer loyalty to individual brands by examining the role of self connectedness with a corporate image. The activation of behavior-related constructs can influence individuals' behaviors without their intention or conscious awareness. A recently developed body of research suggests that self connection can play an important role in affecting subsequent behaviors. Although these effects have received considerable attention, the set of mechanisms involved in self connectedness and loyalty to individual brands is not clear. An active self account in which associative constructs can affect behavior by temporarily altering the active self-concept may lead to behavior or evaluation. If the exposure to a corporate brand can induce consumers’' cognitive associations and goal-primed effects through the role of active self accounting, the connectedness between the consumer’'s self and the corporate brand could be developed and this connectedness could be explained by associative and connection models and the goal priming theory. Therefore, this study investigates the influence of corporate associations on loyalty to individual brands through connections between the corporate and the consumer’'s self. There are three main purposes of the research. First, theories regarding corporate associations will be explored.Second, theories of self-concept will be investigated and self connectedness with corporate brands will be explored. Third, the effects of the connectedness between the self and the corporation on corporate identification and loyalty to individual brands will be investigated. For the purposes of this research, the types of corporate associations are classified into corporate ability (CA) associations and corporate social responsibility (CSR) associations. Furthermore, the connectedness between the consumer’'s self and the corporate image are divided into two concepts: the connectedness between the individual self-concept and the corporate identity and the connectedness between social self-concept and the corporate identity. This study suggests the hypotheses that the types of consumer self connections with the corporate image could vary according to the types of corporate associations created and further that the connectedness between the corporate association and the consumer’'s self-concept have positive effects on loyalty to corporate individual brands. The results of testing these hypotheses are as follows. First, corporate ability associations enhance the connectedness between the consumer’'s individual self and corporate brands. That is, corporate ability associations influence individual connectedness between the corporate and individual self-concept positively from the viewpoint of the consumer’'s personal ability and branding success. In addition, corporate social responsibility associations have a positive effect on social connectedness between the corporation and the consumer’'s social self-concept. Second, the connectedness between the corporate brand and the consumer’'s self-concept affects identification with the corporation. The consumer’'s personal self and social self connectedness induces corporate identification. Third, individual self connectedness has a positive effect on loyalty to corporate individual brands, while social self connectedness does not. This also means that individual self connectedness with the corporate image or brand plays a more important role in forming individual brand loyalty than social self connectedness with the corporate does. In addition, social connectedness cannot influence individual brand loyalty until it passes through identification with the corporate. Fourth, consumers who experience identification with a corporate identity also show positive responses to corp...

명품 브랜드 이미지와 자아 이미지 일치성이 브랜드의 품질, 신뢰도 및 충성도 지각에 미치는 영향

현우정,김정희 단국대학교 미래산업연구소 2022 산업연구 Vol.46 No.1

In the context of a change in the luxury market expansion and consumption culture that selects and pursues symbolic values rather than tangible values of brands, this study suggests that luxury brands and consumer self-images are consistent, and this results in perceived brand quality, brand reliability, and brand loyalty. The purpose of this study was to investigate the effect on To this end, research models and hypotheses were derived, and empirical analysis was conducted through surveys. The study results are summarized as follows. First, the self-image correspondence between luxury brands and self-image showed multidimensional characteristics divided into actual self-image correspondence, ideal self-image correspondence, and social self-image correspondence. Second, the correspondence between the actual self image and the social self image with the luxury brand image had a significant positive (+) effect on the perceived luxury brand quality. Third, the correspondence between the luxury brand image and the ideal self-image had a significant positive (+) effect on the luxury brand reliability. Fourth, in the luxury brand image, the actual self-image and the social self-image coincidence had a significant positive (+) effect on the luxury brand loyalty. Fifth, luxury brand reliability had a significant positive (+) effect on luxury brand loyalty. These results suggest that the more the image they pursue and the image of a luxury brand match, the more favorable they respond to a specific brand. 명품 시장 확대와 소비문화가 브랜드의 기능적 가치보다 상징적 가치를 선택하고 추구하는 상황에서, 본 연구는 명품 브랜드와 소비자 자아 이미지 일치성이 지각된 브랜드 품질, 브랜드 신뢰도, 브랜드 충성도에 미치는 영향을 규명하고자 하였다. 연구결과는 다음과 같다. 첫째, 명품 브랜드와 자아 이미지 일치성은 실제적 자아 이미지, 이상적 자아 이미지, 사회적 자아 이미지 일치성으로 구분되는 다차원적 특성을 보였다. 둘째, 명품 브랜드 이미지와 실제적 자아 이미지, 사회적 자아 이미지 일치성이 지각된 명품 브랜드 품질에 유의한 정(+)의 영향을 미쳤다. 셋째, 명품 브랜드 이미지와 이상적 자아 이미지 일치성이 명품 브랜드 신뢰도에 유의한 정(+)의 영향을 미쳤다. 넷째, 명품 브랜드 이미지와 실제적 자아 이미지, 사회적 자아 이미지 일치성이 명품 브랜드 충성도에 유의한 정(+)의 영향을 미쳤다. 다섯째, 명품 브랜드 신뢰도는 명품 브랜드 충성도에 유의한 정(+)의 영향을 미쳤다.

HOW AN INDIVIDUAL’S SELF-CONSTRUALS, COSMOPOLITAN AND LOCAL ORIENTATION AFFECT THE IMPACT OF THE FOUR SELF-CONGRUITY TYPES ON BRAND ATTITUDE

Hector Gonzalez Jimenez,Fernando Fastoso,Kyoko Fukukawa 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

This study empirically investigates how four individual-level characteristics impact the effect of the four self-congruity types on brand attitude. A widely used practice among marketers focuses on communicating that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. self-esteem levels, product involvement levels) determine if actual or ideal self-congruity impact brand perceptions more strongly (Mal?r, Krohmer, Hoyer & Nyffenegger, 2011). This study extends that research by (a) considering all four self-congruity types (actual, ideal, social, and ideal social) and (b) four additional individual-level characteristics, which are valuable for segmenting consumer markets within and across countries. The four individual-level characteristics are a dominant independent self-construal, interdependent self-construal, cosmopolitan orientation and local orientation. Considering these individual-level characteristics offers marketers insights on which of the four self-concept types they should try to match with their brand communications when targeting these specific consumer groups. Survey data from a non-student sample was collected in the US. After performing data cleaning procedures, 800+ usable responses were analysed with the use of PLS-SEM (Lohm?ller, 1989). The measurement models demonstrate satisfactory reliability, convergent and discriminant validity. Furthermore, the results suggest that the data is not compromised by non-response bias and common method variance. The structural models display satisfactory predictive capabilities of the four self-congruity types on brand attitude. The findings show that as expected an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation impact which of the four self-congruity types has the strongest effect on brand attitude. For individuals with a dominant local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. For individuals with a dominant cosmopolitan orientation or independent self-construal, ideal self-congruity has the strongest effect on brand attitude. The findings of this study extend self-congruity theory by considering the effect of these four individual-level characteristics. Managerial implications are also presented.