Congruence Relationships between Self Images and Product Brands

Dolich, Ira J.

doi:10.2307/3150001

Cited by 296 publications

(81 citation statements)

References 5 publications

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“…The prevailing view is that consumers engage in a matching process to identify products or brands that are congruent with their self-images (e.g., Birdwell 1968;Dolich 1969;Gardner and Levy 1955). Sirgy (1982) offers self image/product-image congruity theory as a process explanation.…”

Section: Conceptual Overviewmentioning

confidence: 99%

The Development of Self‐Brand Connections in Children and Adolescents

Chaplin¹,

John²

2005

J CONSUM RES

428

301

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Individuals use brands to create and communicate their self-concepts, thereby creating self-brand connections. Although this phenomenon is well documented among adult consumers, we know very little about the role of brands in defining, expressing, and communicating self-concepts in children and adolescents. In this article, we examine the age at which children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adolescence. In three studies with children 8-18 yr. of age, we find that self-brand connections develop in number and sophistication between middle childhood and early adolescence.R esearch demonstrates that individuals use products to create and communicate their self-concepts (Belk 1988;Kleine, Kleine, and Allen 1995;Sirgy 1982;Solomon 1983;Wallendorf and Arnould 1988). Consumer brands are ideally suited to this process given the wide availability of brands and the range of distinctive brand images they reflect (Fournier 1998;Gardner and Levy 1955;Muniz and O'Guinn 2001;Schouten and McAlexander 1995). Consumers can appropriate associations belonging to brands, such as user characteristics or personality traits, and incorporate them into their self-concepts. In doing so, consumers form connections between brands and their self-concepts, referred to as self-brand connections (Escalas and Bettman 2003).Although this phenomenon is well documented in the literature, virtually all of the research to date has focused on adult consumers. We know very little about the role of brands in defining, expressing, and communicating self-concepts in children. A number of questions remain unanswered, such as, When do children begin to make self-brand connections? What developmental factors precipitate the use of brands to define and express self-concepts? Are there differences in the *Lan Nguyen Chaplin is assistant professor of marketing, University of Illinois at Urbana-Champaign, School of Business Administration, 1206 S. Sixth St., 140B Wohlers Hall, Champaign, IL 61820 (nguyenl@cba.uiuc .edu). Deborah Roedder John is Curtis L. Carlson Chair and professor of marketing, Carlson School of Management, University of Minnesota, 321 Nineteenth Avenue South, Minneapolis, MN 55455 (djohn@csom.umn .edu). Correspondence: Lan Nguyen Chaplin. The authors acknowledge the helpful suggestions of the editor, associate editor, and reviewers. The authors thank the staff and students of Camp Keepumbuzzi and the Marcy Open School for their participation. In addition, the authors thank our children, nieces, nephews, and neighbors for serving as pretest participants for all three studies. types of self-brand connections made by younger versus older children?In this article, we explore these questions by examining age differences in self-brand connections. Our interest lies in understanding at what age children begin to incorporate brands into their self-concepts and how these self-brand connections change in qualitative ways as children move into adole...

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Section: Conceptual Overviewmentioning

confidence: 99%

The Development of Self‐Brand Connections in Children and Adolescents

Chaplin¹,

John²

2005

J CONSUM RES

428

301

View full text Add to dashboard Cite

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“…74 From a social interaction perspective, it is perceived that individuals form these self-concepts and use them to guide their purchase behaviour. 75 This phenomenon is based on the fact that the self can be extended to one's possessions and items that he/she associates with. 76,77 This is, however, challenged by the malleable self-concept which suggests that people act differently in different situations.…”

Section: Contribution Of Brand Personality Towards Marketingmentioning

confidence: 99%

Conceptualising brand personality: A review and research propositions

Phau¹,

Lau²

2000

J Target Meas Anal Mark

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INTRODUCTIONA brand is perceived to possess a 'personality' that consumers use to 'self-express' or to experience the emotional benefits of the brand. This will differentiate the brand from competitors in the same product category. [1][2][3] Despite developments made in this respect, prior research has focused solely on the role of brand attributes and utilitarian functions in influencing consumer attitudes. 4 Little progress has been made in showing how brands can be used for the purpose of selfexpression. This is despite research which shows that self-expression can be an important driver for brand preference and choice. 5,6 Consequently, the main aim of this paper is to address the issues regarding brand personality as a Ian Phau is on the Marketing Faculty at the

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“…Kwon (1990) added, private label brands with superior brand image are more favorable and at the same time generate more loyal customers rather than those with less positive image. It also manipulate customers in choosing good brand (Dolich, 1969) since customers tend to evaluate certain product based on its quality (Sheinin & Wagner, 2003). In addition, Tepecci (1999) asserted, superior and strong brand image will create products differentiation.…”

Section: Discussionmentioning

confidence: 99%

“…In addition, Kwon (1990) noted, store brands with good image are more favorable and create more loyal customers rather than store brands with less positive image. This is because brand image will influence them in selecting good brand (Dolich, 1969). Johnson and Puto, (1987) added, brand image also may manipulate customers' purchasing behavior.…”

Section: Relationship Between Store Brand and Customer Loyaltymentioning

confidence: 99%

The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

Abdullah¹,

Ismail²,

Rahman³

et al. 2012

ASS

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Purpose: The purpose of this study are to ascertain the linkages between brand and customer loyalty towards store brands especially in Malaysia, to investigate the factor that contributes to brand loyalty to increase the number of brand loyal customer and to determine the factors influencing the success of store brand in the market. Significance of the study (Theoretical aspect):It is hope that this research may create a niche understanding of a relationship between store brand and customer loyalty in Malaysia. The findings of this study also can be added into current knowledge and literature for future reference.www.ccsenet.org/ass

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Congruence Relationships between Self Images and Product Brands

Cited by 296 publications

References 5 publications

The Development of Self‐Brand Connections in Children and Adolescents

The Development of Self‐Brand Connections in Children and Adolescents

Conceptualising brand personality: A review and research propositions

The Relationship between Store Brand and Customer Loyalty in Retailing in Malaysia

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