The three-component dimension-based model of self-brand user image congruence

Abstract

ABSTRACT The existing models and methods of self-brand user image congruence measurement have taken into account desirable characteristics but mostly ignored undesirable changes in the self-image. Addressing this gap, a three-component model of self-brand user image congruence was developed based on self-regulation theory and three cardinal self-evaluation motives. The model enabled a dimension-based measurement not only of a perceived confirmatory value and a positive added value of the brand in consumer self-image, but also of its negative added value. A series of two psycholexical exploratory studies and three separate confirmatory studies established the structure of consumer-to-typical-brand-user comparisons and proved a unique contribution of each component to the explanation of brand preference. The proposed method showed better results than the existing dimension-based indirect method of congruence measurement and allowed for a precise measurement of the symbolic value of the brand for consumer self-image, which has important managerial implications. In-depth knowledge of desired and undesired self-congruence may help marketing managers in targeting consumers and positioning their brands in a better way to appeal to the audience.