| Author: | Graeff, T. |
| Title: | Image congruence effects on product evaluations: the role of self-monitoring and public/private consumption |
| Journal: | Psychology and Marketing
1996 : AUG, VOL. 13:5, p. 481-500 |
| Index terms: | PSYCHOLOGY PRODUCTION CONSUMPTION |
| Language: | eng |
| Abstract: | Past research has demonstrated that congruence between brand image and self-image is positively related to consumers' product evaluations. Results from this study support the hypothesis that increased self-monitoring is associated with a greater effect of image congruence on consumers' evaluations of publicly consumed brands, but not privately consumed brands. Results also suggest that consumers' evaluations of publicly consumed brands are more affected by congruence between brand image and ideal self-image than actual self-image. |
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