| Author: | Heath, A. P. Scott, D. |
| Title: | The self-concept and image congruence hypothesis: An empirical evaluation in the motor vehicle market |
| Journal: | European Journal of Marketing
1998 : VOL. 32:11-12, p. 1110-1123 |
| Index terms: | Consumer behaviour Image Product differentiation Markets Car industry New Zealand |
| Language: | eng |
| Abstract: | The paper evaluates the applicability of self-concept and product image congruity theory within the new motor vehicle market. By utilizing competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory. Respondents were examined using self-concept and product value constructs and their responses were used to test a number of hypotheses. Among others, the results of analysis of variance indicated that when different brands of motor vehicles were physically similar, owners perceived no difference between their own self-concepts and the self-concepts they attributed to owners of competing product brands. This finding differs from previous research conducted on other products and suggests a different orientation by owners of similar motor vehicles to that suggested by self-concept theory. |
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