Physics

Business

Pure mathematics

Value (mathematics)

Brand preference

Dimension (graph theory)

Mathematics

Confirmatory factor analysis

Image (mathematics)

Advertising

Machine learning

Congruence (geometry)

Marketing

Brand awareness

Psychology

Component (thermodynamics)

Brand equity

Brand image

Computer science

Computer vision

Structural equation modeling

Social psychology

Thermodynamics

Journal of Strategic Marketing

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.

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