Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910 and Goode, Mark M. H. 2001. Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence and Planning 19 (7) , pp. 482-492. 10.1108/02634500110408286 |
Abstract
Previous research indicates that the self-image product image congruity (commonly known as self-image congruence) can affect consumers’ product preferences and their purchase intentions. Self-image congruence can also facilitate positive behaviour and attitudes toward products. This paper reports findings from a research study which was conducted to determine the effect of self-image congruity on brand preference and satisfaction in the precious jewellery market in the UK. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that self-image congruity was a very strong predictor of consumers’ brand preferences and a good predictor of consumer satisfaction. Respondents with higher levels of self-image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self-image congruity. The paper discusses the implications for brand managers so that they can position their brands in an effective way.
Item Type: | Article |
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Date Type: | Publication |
Status: | Published |
Schools: | Business (Including Economics) |
Subjects: | B Philosophy. Psychology. Religion > BF Psychology H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
Uncontrolled Keywords: | Brands; Consumer behaviour; Jewellery; Customer satisfaction; United Kingdom |
Publisher: | Emerald |
ISSN: | 0263-4503 |
Last Modified: | 21 Oct 2022 10:08 |
URI: | https://orca.cardiff.ac.uk/id/eprint/39169 |
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