A Conceptual and Measurement Comparison of Self-Congruity and Brand Personality

By James G. Helgeson, Magne Supphellen. 2004

289 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/c64d3aed91aa8b7a5405f0c634af4c8c4db52997

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Marketing

1. S. Sop
2. N. Kozak
3. Sameer Hosany
4. Drew Martin
5. M. Sirgy
6. M. Avis
7. Maggie Geuens
8. Kristof De Wulf

In Sociology and Political Science

1. N. Kozak
2. S. Sop
3. Sameer Hosany
4. Drew Martin
5. M. Sirgy
6. M. Avis
7. Bert Weijters
8. H. Soh

Citations in the corpus

• A new measure of brand personality (2009, background): “For example, Sung and Tinkham (2005) report a Trendiness and Traditionalism dimension, Helgeson and Supphellen (2004) found a Modern factor, and Smit et al.”
• Self-congruity, brand attitude, and brand loyalty: a study on luxury brands (2012, background): “Most researchers (e.g. Aaker, 1996; Faircloth et al., 2001; Helgeson and Supphellen, 2004) regard these two as distinctive concepts where brand image helps develop potential buyers’ overall evaluation or attitude toward a brand.”
• Moderators of the self-congruity effect on consumer decision-making: A meta-analysis (2012, background): “Brand personality facet The self-congruity effect stems from consumer self-concept match with a brand personality facet—either the brand-as-person, or stereotypical brand users (Aaker, 1997; Helgeson & Supphellen, 2004).”
• Brand Personality Factor Based Models: A Critical Review (2012, background): “…for a human to human comparison, but user-imagery and brand personality are viewed as different concepts (e.g. see Azoulay and Kapferer, 2003; Helgeson and Supphellen, 2004; Parker, 2009), and BP must in any case be separated from user-imagery or risk concept redundancy (Helgeson and…”
• I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers? (2007, unknown): “…objects and its congruence with their own self concept have been recognised as important determinants of consumer behaviour (Barone et al. 1999; Bellenger et al. 1976; Heath and Scott 1998; Helgeson and Supphellen 2004; Kleijnen et al 2005; Sirgy 1982; Sirgy and Samli 1985; Sirgy et al. 2000).”
• Uncovering the relationships between aspirations and luxury brand preference (2010, background): “SCT studies the congruency between consumers’ self-concepts (how one perceives him/herself) and product preference and choice (Helgeson and Supphellen, 2004).”
• Effects of brand personality, self-congruity and functional congruity on hotel brand loyalty (2019, background): “Thus, BP and self-congruity (or self-image congruity), which refers to the similarity between customer’s self-image and brand image (Sirgy, 1982), are considered as closely related concepts (Helgeson & Supphellen, 2004).”
• Self-image congruence in consumer behavior (2012, methodology): “, Euclidean distance, simple difference, and difference squared) estimate discrepancies but the absolute arithmetic difference remains the most popular method (Helgeson and Supphellen, 2004).”
• Are Consumer and Brand Personalities the Same (2012, background): “…of a brand personality scale (Aaker, 1997), research using the concept has increased (Ang & Lim, 2006; Diamantopoulos, Smith, & Grime, 2005; Helgeson & Supphellen, 2004) with most researchers overlooking the potential risks of the scale lacking theoretical and empirical underpinnings from…”