Abstract
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.
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.
Original language | English |
---|---|
Title of host publication | The 13th International Conference of the Society for Global Business & Economic Development |
Subtitle of host publication | Managing the "Intangibles": Business and Entrepreneurship Perspectives in a Global Context |
Editors | C. Jayachandran, Gian Luca Gregori |
Publisher | SGBED |
Pages | 1075-1084 |
Number of pages | 10 |
ISBN (Print) | 9788890779572 |
Publication status | Published - Jul 2014 |
Externally published | Yes |
Event | 13th International Conference of the Society for Global Business and Economic Development: Managing the "Intangibles": Business and Entrepreneurship Perspectives in a Global Context - Uniersità Politecnica delle Marche, Ancona, Italy Duration: 16 Jul 2014 → 18 Jul 2014 Conference number: 13 https://repository.stkipgetsempena.ac.id/bitstream/386/1/SGBED-2014.pdf |
Conference
Conference | 13th International Conference of the Society for Global Business and Economic Development |
---|---|
Country/Territory | Italy |
City | Ancona |
Period | 16/07/14 → 18/07/14 |
Internet address |