Browsing by Author "Postica, Doru"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- Self-image congruence and brand preference: analysis by product usage role and level of country developmentPublication . Postica, Doru; Ramos, PauloPast research assumed and successfully proved self-image congruity to have a positive impact on product/brand choice, purchase intentions, and brand preference. The purpose of the research is to study the self-concept dimensions (actual and ideal) and their relation to brand preference. Type of product (conspicuous and inconspicuous) and type of country (Moldova as developing country and Portugal as developed country) were examined in the relationship between actual/ideal self-image congruence and brand preference. Hypotheses were formulated and data were collected through survey method. A preliminary questionnaire was designed to test the instrument’s efficiency and choose the most representative brands. Then, data were collected through student surveys, written in Romanian for Moldova, in Portuguese for Portugal and in English for Erasmus students. The perceptions of 208 respondents about their self-congruity and brand preference were obtained for two types of products: clothes and toothpaste, with two brands being compared for each type. An understanding of self-image congruence impact can give clearer directions in developing better marketing programs. These notions are also crucial in determining the relation between the person’s image and the final purchase behavior. It was found that self-image congruence has a significant impact over brand preference, while actual self-image congruence influencing more the inconspicuous products and ideal self-image congruence – conspicuous ones. Other practical and theoretical implications are also discussed. The work’s originality is in the cross-analysis of products and countries.