The relationship between self-image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes ± as the pursuit and maintenance of self-esteem and self-identity ± to the public and private contexts of self-concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self-Monitoring Scale is used to explore the link between the social and psychological determinants of self-presentation in the pursuit of self-esteem and maintenance of self-identity, and to inform the examination of the relationship between selfconcept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self-monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.
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