An analysis of congruous relationships between self-images and product images

Abstract

This study examined the congruous relationship between self-image and the image of a preferred brand. The empirical data supported past findings when similar analytical techniques were applied to the data. However, an alternative conceptualization of congruency as absolute rather than a relative phenomenon resulted in different findings. Subsequently, these results provide additional directions for theory building. The findings suggest that congruency often occurs at some distance from self-image (in the tails of the distributions) and that for many dimensions of image, other variables besides congruency may be more important in the purchase process.