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

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dc.abstract.enThe 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.
dc.affiliationUniwersytet Warszawski
dc.contributor.authorGorbaniuk, Oleg
dc.contributor.authorKrasa, Paweł
dc.contributor.authorKolańska, Magdalena
dc.contributor.authorWilczewski, Michał
dc.date.accessioned2024-01-26T10:49:33Z
dc.date.available2024-01-26T10:49:33Z
dc.date.issued2021
dc.description.financePublikacja bezkosztowa
dc.identifier.doi10.1080/0965254X.2021.1897865
dc.identifier.issn0965-254X
dc.identifier.urihttps://repozytorium.uw.edu.pl//handle/item/123225
dc.identifier.weblinkhttps://www.tandfonline.com/doi/pdf/10.1080/0965254X.2021.1897865
dc.languageeng
dc.pbn.affiliationlinguistics
dc.relation.ispartofJournal of Strategic Marketing
dc.relation.pages1-35
dc.rightsClosedAccess
dc.sciencecloudnosend
dc.subject.enself-congruity
dc.subject.enself-regulation
dc.subject.enpsycholexical approach
dc.subject.enbrand user image
dc.titleThe three-component dimension-based model of self-brand user image congruence
dc.typeJournalArticle
dspace.entity.typePublication