Brand personality, self-congruity, and preference

A knowledge structures approach

Russell Branaghan, Emily A. Hildebrand

Research output: Contribution to journalArticle

26 Citations (Scopus)

Abstract

Using the construct of brand personality to measure automobile and soft drink personalities, two studies represented self-congruity by combining brands and the self-image into Pathfinder associative networks (Schvaneveldt et al., 1989). Self-congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self-image are knowledge structures, and facets of brand personality also describe the self, self-congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate.

Original languageEnglish (US)
Pages (from-to)304-312
Number of pages9
JournalJournal of Consumer Behaviour
Volume10
Issue number5
DOIs
StatePublished - Sep 2011

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Personality
Carbonated Beverages
Automobiles

ASJC Scopus subject areas

  • Applied Psychology
  • Social Psychology

Cite this

Brand personality, self-congruity, and preference : A knowledge structures approach. / Branaghan, Russell; Hildebrand, Emily A.

In: Journal of Consumer Behaviour, Vol. 10, No. 5, 09.2011, p. 304-312.

Research output: Contribution to journalArticle

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