Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 13 of 13 for “"Self-Congruity"”.
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The development of dispositional measures of self-congruity and functional congruity
… can dispositional complements to situational self-congruity and situational functional congruity be identified? Self-image congruence research, which establishes a background for the situational impact of image and function-laden information, is reviewed. A theoretical rationale for developing …
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Self-endorsing effect of brand filters: How the self, self-congruity, and perceived self-expressiveness lead to persuasion
I investigated the self-endorsing effect of brand filters on brand attitudes, purchase intentions, sharing intentions, and whether self-congruity and perceived self-expressiveness mediate the relationship between these variables. I conducted two laboratory experiments each with two conditions …
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An empirical investigation of how the impact of the four self-congruity types on brand attitude varies depending on an individual's self-construals, cosmopolitan and local orientaion.
… impact of an individual’s dominant independent self-construal, interdependent self-construal, cosmopolitan and local orientation on the effect of the four self-congruity types (actual, ideal, social, ideal social) on brand attitude. A widely used practice among marketers focuses on communicating …
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BRAND DYNAMICS: The Effects of Brand Personality and Brand Experience on Emotional Brand Attachment
… studied this phenomenon from the perspective of "self-congruity," assuming that a fit between the consumer's understanding of self (i.e., self-image) and the brand's image (or "brand personality") should drive the consumer's purchase behavior. This stream of research has vigorously explored the …
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… on Instagram by measuring social comparison and self-congruity. This is accomplished by comparing participant's product perception to promotional posts on Instagram by a SMI, brand, and unbranded retail source. A three-condition experiment (SMI, Brand, Control) compared effects of product …
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Η αμφίδρομη σχέση μόδας και κίνητρου για άθληση: η έννοια της «Επιτέλεσης Fitness» στους νέους
… βασίστηκε σε καθιερωμένες θεωρητικές κλίμακες (self-congruity, social influence, enclothed cognition, identity performance). Για την ανάλυση εφαρμόστηκαν περιγραφικά στατιστικά, έλεγχοι αξιοπιστίας (Cronbach’s α), συσχετίσεις Pearson και γραμμικές παλινδρομήσεις, ενώ διερευνήθηκαν και πιθανοί …
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A Cross-Cultural Study of the Influence of Personal Cultural Orientation on Brand Loyalty
… orientation (of individualism and collectivism), self-congruity (actual, ideal, social, and ideal social self-congurity), customer satisfaction, attitudinal brand loyalty, and behavioural brand loyalty. Creating brand loyalty is a key branding issue in modern marketing. Brands are faced with the …
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Exploring the Effect of Digital Brand Engagement in Self-Concept (BESC) on the Continued Usage of Branded Digital Possessions
… implications on the formation of the extended self. Yet, self-extension through digital possessions is significantly under-researched. This research focused specifically on consumer brand engagement with branded Smartphone Applications to study the effect of users’ self-concept on the continued …
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Clothing style preference of working women related to self- image/clothing-image congruity and public self-consciousness
… to extend knowledge concerning the influence of self-image congruity and public self-consciousness on clothing behavior from the symbolic consumption perspective. Thus, relationships among the three major constructs, public self-consciousness (PSC), self-image/clothing-image congruity (actual …
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The influence of goal attainability on motivation – Consequences for marketers and companies that advertise fitness products.
… points, the goals loom large effect and the self-congruity theory as well as empirical studies important constructs have been derived and hypothesis about their relationships have been deducted. All hypothesis are summarized in a structural equation model (SEM). For each construct indicators …
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Consumer Satisfaction/Dissatisfaction in Apparel Online Shopping at the Product-Receiving Stage: The Effects of Brand Image and Product Performance
… brand sensitivity, brand familiarity, brand self-congruity and demographics) and perceived brand image at the purchase stage, (b)the influence of consumers'' perceived brand image at purchase on their expectation for product performance and on perceived product performance, (c) antecedences …