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

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.