An evaluation of the effects of consumer cultural values on self-congruity: the case of “Apple” in the Chinese market

  • Li Longfei (Speaker)
  • Nitin Sanghavi (Contributor to Paper or Presentation)
  • De Mattos, C. (Contributor to Paper or Presentation)

Activity: Talk or presentation typesOral presentation


Self-congruity, a combination of self-image and product/brand image, is a crucial concept for scholars and marketers. When brand image matches with consumers’ self-image, it ensures preference and purchase intention. The purpose of this study is to investigate image congruence between global consumer brand image and consumers’ self-image towards purchase intention from a value-oriented perspective. The brand “Apple” by Apple Inc. is used as a typical global consumer brand. Based on a critical literature review of two subjects: self-congruity and consumer cultural values, a model emphasising aspects of global consumer culture such as materialism, innovativeness, nostalgia, ethnocentrism, and environmentalism was developed and tested. This study’s results are dramatically different from the self-congruity studies that applied
Hofstede’s national-cultural framework; this research therefore provides a new way to evaluate self-congruity towards purchase intention by focusing on consumer cultural values. Our findings and recommendations are expected to benefit global firms in adapting their positioning strategies and brand portfolios.
PeriodJul 2014
Event title13th International Conference of the Society for Global Business and Economic Development: Managing the "Intangibles": Business and Entrepreneurship Perspectives in a Global Context
Event typeConference
Conference number13
LocationAncona, ItalyShow on map
Degree of RecognitionInternational