The Relationship between Self-Concept and Brand Personality
Read this study on the relationship between a consumer's self-concept and their emotional brand attachment. Consider the implications for marketers looking to develop strong emotional brand attachments, which leads to stronger brand loyalty and performance over time. Carefully review the four issues they discovered and the executive suggestions in the section on managerial implications.
Conceptual Model of Research
In this model, both the ideal and actual self-concept will affect consumer's emotional brand attachment. However, the effect of these two variables may differ depending on the level of consumer service engagement, self-esteem and their public self-awareness. Given the shape, the perceived actual and ideal self-congruities are the independent variables and emotional brand attachment is the dependable variable. Engagement in service, self-esteem and public self-awareness are moderator variables. Figure 1 displays the conceptual framework.
Figure 1: Conceptual Framework of Research
