A Study on the Congruity between Brand-image and Self-concept－Exemplified by Adolescents

• Main Authors: Wei-Chen Wang, 王偉臣
• Other Authors: Shunder Chang
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/90063355144121545559

碩士 === 國立臺北大學 === 企業管理學系 === 93 === The theory of congruity relationship between brand-image and self-concept explains that consumers tend to buy things that are similar to their self concept to maintain and reinforce the concept of themselves. In this period, cell phones have been becoming more and more popular. Therefore, consumers have more choices in these days. The adolescents like to choose brands that could express themselves, and by doing this they could recognize their class in the society. Then, to build up images that are as similar to the consumers as possible is an important thing for the enterprises. In this study, we exemplified this theory by young consumers who are 12 to 21 years old. We try to research how the relationship between brand image and self concept make effect on the adolescents’ purchasing of cell phones. We use the income level as moderating variable to know how it can influence the purchasing decision. We use the measurement scales that were developed by Malhotra(1981) to measure consumers’ self-concepts, person concept, and product concept. And we consult with the experts who work in the cell phone company to polish this scale. At the end of this research, we have 285 respondents. We find that: 1. When the congruity relationship between actual self concept and brand concept is stronger, the younger buyers are tend to purchase the cell phones. 2. When the congruity relationship between ideal self concept and brand concept is stronger, the younger buyers are tend to purchase the cell phones. 3. In different income level, the influence of congruity between brand-image and real self-concept on purchase intent is not different. 4. In different income level, the influence of congruity between brand-image and real self-concept on purchase intent is different.