Journal
JOURNAL OF BUSINESS RESEARCH
Volume 65, Issue 8, Pages 1179-1188Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2011.07.031
Keywords
Self-image congruence; Self-congruity; Image congruence; Brand personality; Meta-analaysis
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Value-expressive brands' success stem largely from self-congruity between their brand personalities and targeted consumers' self-concepts (Aaker, 1997). Over 100 conceptual and empirical articles highlight self-congruity's effect on consumer decision-making. The following meta-analysis identifies key theoretical and managerial issues of the self-congruity effect. Study results reinforce the self-congruity effect's robustness (r=.31). Moderation analysis sheds theoretical insights about self-congruity's motivational and cognitive underpinnings. The findings suggest self-congruity effects are a function of underlying self-motive socialness, degree of self-enhancement sought, the brand personality facet, the judgment object's abstraction level, cognitive elaboration, and the underlying impression formation process. These findings generate methodological and theoretical recommendations for future self-congruity research, as well as recommendations for marketing practitioners. (C) 2011 Elsevier Inc. All rights reserved.
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