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

Longfei Li, Nitin Sanghavi, Claudio De Mattos

Research output: Chapter in Book/Report/Conference proceedingConference contribution

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.
Original languageEnglish
Title of host publicationThe 13th International Conference of the Society for Global Business & Economic Development
Subtitle of host publicationManaging the "Intangibles": Business and Entrepreneurship Perspectives in a Global Context
EditorsC. Jayachandran, Gian Luca Gregori
PublisherSGBED
Pages1075-1084
Number of pages10
ISBN (Print)9788890779572
Publication statusPublished - Jul 2014
Externally publishedYes
Event13th 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 201418 Jul 2014
Conference number: 13
https://repository.stkipgetsempena.ac.id/bitstream/386/1/SGBED-2014.pdf

Conference

Conference13th International Conference of the Society for Global Business and Economic Development
CountryItaly
CityAncona
Period16/07/1418/07/14
Internet address

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  • Cite this

    Li, L., Sanghavi, N., & Mattos, C. D. (2014). An evaluation of the effects of consumer cultural values on self-congruity: the case of “Apple” in the Chinese market. In C. Jayachandran, & G. L. Gregori (Eds.), The 13th International Conference of the Society for Global Business & Economic Development: Managing the "Intangibles": Business and Entrepreneurship Perspectives in a Global Context (pp. 1075-1084). SGBED.