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Consumers and brands: a study of the impact of self-image congruence on brand preference and satisfaction

Jamal, Ahmad ORCID: 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

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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
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

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