self-brand congruence, marketing, consumer engagement, self-brand, consumer
Advertising and Promotion Management | Marketing | Psychology
In my own life, I have a set of brands that describe my personality, interests, and lifestyle. So, how do companies build this connection between the brand and the consumers’ self-perception? I researched the methods used to establish self-congruence with a brand, meaning how the brand’s personality fits with the consumer’s actual self, versus the consumer’s ideal self. I also examined the different ways advertising can increase brand congruity with the consumer, especially focusing on celebrity endorsements, purchase promotions, and the use of imagery in specific forms of advertising.
Verone, Alexis. "What You Really See in the Mirror: A Consumer's Journey with Self-Brand Congruence." The Review: A Journal of Undergraduate Student Research 16 (2015): 75-79. Web. [date of access]. <http://fisherpub.sjfc.edu/ur/vol16/iss1/12>.