{"id":{"repo_id":"bradford","oai_identifier":"oai:bradscholars.brad.ac.uk:10454/7295"},"canonical_url":"https://search.dev.ndltd.org/etd/bradford/oai:bradscholars.brad.ac.uk:10454/7295","repository":{"repo_id":"bradford","name":"University of Bradford","base_url":"https://bradscholars.brad.ac.uk/oai/request"},"display":{"title":"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.","abstract":"This thesis empirically investigates the 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 the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. public self-consciousness) determine whether actual or ideal self-congruity impacts brand perceptions more strongly (Malär et al., 2011). This study extends that research by considering (a) all four self-congruity types and (b) additional individual-level characteristics (independent and interdependent self-construal, cosmopolitan and local orientation), which are valuable for segmenting consumer markets within and across countries. Survey data from a non-student sample were collected in two countries (the US and India). After performing data cleaning procedures, over 800 usable responses in each country were analysed with the use of PLS-SEM. The findings show that, as expected, these individual-level characteristics have an impact in regard to which of the four self-congruity types has the strongest effect on brand attitude. For instance, for individuals with a local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. These findings extend self-congruity theory by considering how an individual’s dominant independent and interdependent self-construal, cosmopolitan and local orientation impact the effect of the four self-congruity types on brand attitude. Moreover, the findings offer marketers insights into which self-concept type they should try to match with their brand communications when targeting these specific consumer groups. Details on the contributions as well as managerial implications are presented.","abstract_html":"This thesis empirically investigates the 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 the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. public self-consciousness) determine whether actual or ideal self-congruity impacts brand perceptions more strongly (Malär et al., 2011). This study extends that research by considering (a) all four self-congruity types and (b) additional individual-level characteristics (independent and interdependent self-construal, cosmopolitan and local orientation), which are valuable for segmenting consumer markets within and across countries. Survey data from a non-student sample were collected in two countries (the US and India). After performing data cleaning procedures, over 800 usable responses in each country were analysed with the use of PLS-SEM. The findings show that, as expected, these individual-level characteristics have an impact in regard to which of the four self-congruity types has the strongest effect on brand attitude. For instance, for individuals with a local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. These findings extend self-congruity theory by considering how an individual’s dominant independent and interdependent self-construal, cosmopolitan and local orientation impact the effect of the four self-congruity types on brand attitude. Moreover, the findings offer marketers insights into which self-concept type they should try to match with their brand communications when targeting these specific consumer groups. Details on the contributions as well as managerial implications are presented.","abstract_has_math":false,"creators":["Gonzalez Jimenez, Hector"],"institution":"University of Bradford","degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":["Fastoso, Fernando","Fukukawa, Kyoko","Reast, Jon"],"committee_chairs":[],"committee_members":[],"year":2015,"date_issued":"2015-06-24","date_published":"2015-06-24","updated_at":"2026-07-24T01:15:46Z","subjects":["Self-congruity, Self-construals, Cosmopolitan orientation, Local orientation, Brand attitude, Consumer behaviour"],"languages":["en"],"rights":["\"Creative
The University of Bradford theses are licenced under a Creative Commons Licence."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/10454/7295","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.advisor","label":"Advisor","values":["Fastoso, Fernando","Fukukawa, Kyoko","Reast, Jon"]},{"key":"dc:creator","label":"Author","values":["Gonzalez Jimenez, Hector"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2015-06-24T15:56:50Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2015-06-24T15:56:50Z"]},{"key":"dc:date.issued","label":"Date","values":["2015-06-24"]},{"key":"dc:publisher.department","label":"Dc Publisher Department","values":["School of Management"]},{"key":"dc:publisher.institution","label":"Dc Publisher Institution","values":["University of Bradford"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"dc:type.qualificationlevel","label":"Dc Type Qualificationlevel","values":["doctoral"]},{"key":"dc:type.qualificationname","label":"Dc Type Qualificationname","values":["PhD"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Self-congruity, Self-construals, Cosmopolitan orientation, Local orientation, Brand attitude, Consumer behaviour"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["en"]},{"key":"dc:rights","label":"Dc Rights","values":["\"Creative
The University of Bradford theses are licenced under a Creative Commons Licence."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/10454/7295"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This thesis empirically investigates the 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 the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. public self-consciousness) determine whether actual or ideal self-congruity impacts brand perceptions more strongly (Malär et al., 2011). This study extends that research by considering (a) all four self-congruity types and (b) additional individual-level characteristics (independent and interdependent self-construal, cosmopolitan and local orientation), which are valuable for segmenting consumer markets within and across countries. Survey data from a non-student sample were collected in two countries (the US and India). After performing data cleaning procedures, over 800 usable responses in each country were analysed with the use of PLS-SEM. The findings show that, as expected, these individual-level characteristics have an impact in regard to which of the four self-congruity types has the strongest effect on brand attitude. For instance, for individuals with a local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. These findings extend self-congruity theory by considering how an individual’s dominant independent and interdependent self-construal, cosmopolitan and local orientation impact the effect of the four self-congruity types on brand attitude. Moreover, the findings offer marketers insights into which self-concept type they should try to match with their brand communications when targeting these specific consumer groups. Details on the contributions as well as managerial implications are presented."]},{"key":"dc:title","label":"Title","values":["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."]}]}],"canonical_facts":{"dc:contributor.advisor":["Fastoso, Fernando","Fukukawa, Kyoko","Reast, Jon"],"dc:creator":["Gonzalez Jimenez, Hector"],"dc:date.accessioned":["2015-06-24T15:56:50Z"],"dc:date.available":["2015-06-24T15:56:50Z"],"dc:date.issued":["2015-06-24"],"dc:description.abstract":["This thesis empirically investigates the 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 the notion that using their brands will bring consumers closer to how they would like to see themselves, their ideal self-concept (e.g. being a slim person like the models in the ads), instead of how they actually see themselves, their actual self-concept. However, recent research shows that there is no “universality” of a superior self-congruity effect. Specifically, individual-level characteristics (e.g. public self-consciousness) determine whether actual or ideal self-congruity impacts brand perceptions more strongly (Malär et al., 2011). This study extends that research by considering (a) all four self-congruity types and (b) additional individual-level characteristics (independent and interdependent self-construal, cosmopolitan and local orientation), which are valuable for segmenting consumer markets within and across countries. Survey data from a non-student sample were collected in two countries (the US and India). After performing data cleaning procedures, over 800 usable responses in each country were analysed with the use of PLS-SEM. The findings show that, as expected, these individual-level characteristics have an impact in regard to which of the four self-congruity types has the strongest effect on brand attitude. For instance, for individuals with a local orientation or interdependent self-construal, actual self-congruity has the strongest effect on brand attitude. These findings extend self-congruity theory by considering how an individual’s dominant independent and interdependent self-construal, cosmopolitan and local orientation impact the effect of the four self-congruity types on brand attitude. Moreover, the findings offer marketers insights into which self-concept type they should try to match with their brand communications when targeting these specific consumer groups. Details on the contributions as well as managerial implications are presented."],"dc:identifier.uri":["http://hdl.handle.net/10454/7295"],"dc:language.iso":["en"],"dc:publisher.department":["School of Management"],"dc:publisher.institution":["University of Bradford"],"dc:rights":["\"Creative
The University of Bradford theses are licenced under a Creative Commons Licence."],"dc:subject":["Self-congruity, Self-construals, Cosmopolitan orientation, Local orientation, Brand attitude, Consumer behaviour"],"dc:title":["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."],"dc:type":["Thesis"],"dc:type.qualificationlevel":["doctoral"],"dc:type.qualificationname":["PhD"]},"updated_at":"2026-07-24T01:15:46Z"}