Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

By Lucia Malär, Harley Krohmer, Wayne D. Hoyer, Bettina Nyffenegger. 2011

1,324 citations recorded by the source corpus.

Subfields: Clinical Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/64912a1fcf27136b218b84ed49141fdbd21ac4c4

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Citations in the corpus

Exploring the impact of employees’ self-concept, brand identification and brand pride on brand citizenship behaviors (2016, background): “In a consumer context, self-congruity can enhance behavioral responses to the brand (Aaker, 1999; Kressmann et al., 2006; Malär et al., 2011), such as consumers’ loyalty and repurchase.”
Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention (2016, background): “…they have indicated that this congruence also affects brand satisfaction (Achouri and Bouslama 2010; Jamal and Al-Marri 2007), emotional attachment (Malär et al. 2011), preference (Branaghan and Hildebrand 2011; Dolich 1969), purchase intentions (Erickson 1996), and choice (Malhotra 1988).”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Table 1: Construct operationalization Construct Author(s) Consumer involvement (INV1-INV5) Malär et al. (2011) INV1: Because of my personal attitudes, I feel that the Facebook page of the telecommunication company brand that I am using ought to be important to me.”
You’re so lovable: Anthropomorphism and brand love (2014, background): “Although prior research has shown that self-congruence makes people more attached to brands (Malär et al, 2011), our study has shown that anthropomorphism makes consumer– brand relationships more like interpersonal relationships, which in turn makes selfcongruence a more important determinant of…”
Who “Likes” You … and Why? A Typology of Facebook Fans (2014, background): “If consumers have low self-esteem, their “ideal” and “actual” selves are not congruent, and they may become Fans of status-enhancing brands (Malär et al., 2011).”
Customers' need for uniqueness theory versus brand congruence theory: The impact on satisfaction with social network sites (2020, neutral): “As discussed under the brand congruence theory, the fit between the customer’s own-self and the brand’s personality positively impacts the customer’s engagement and response to brands (Kim et al., 2004; Malär et al., 2011).”
Of “Likes” and “Pins”: The Effects of Consumers’ Attachment to Social Media (2015, background): “The trend toward collaborative marketing and branding enables marketing managers to give consumers the opportunity to post both favorable and unfavorable comments, share photos, and provide ideas, feedback, and/or other input to the organization via various social media platforms (Malär et al. 2011)”
Destination brand personality and destination brand attachment – the involvement of self-congruence (2017, methodology): “For example, in the study of Moalar and her coauthors (Malar et al., 2011), consumers can participate in the research based on their familiarity with the brand.”