Bonus Homework

Title: Congruence between brand personality and self image

Background
The studies on the congruence between consumers self-concept and brand image
try to explain consumer choice such as brand preference , purchase intention or usage and
loyalty.
Brand loyalty has been one of the most important issues in marketing since
consumers tend to make purchase decisions by brand images that have already been
formed in their minds rather than from original attributes or characteristics of the product
itself. Creating unique brand identity is a key issue for brand equity management. Brand
personality thus influences consumers preference , usage, emotional attachment, trust,
and loyalty.
According to previous studies , the congruence between self-image and brandimage eventually plays an important role in improving brand loyalty.
Consumers use products/brands as a symbol and they prefer brands with images or
personalities that are congruent with their self-image or brand personality. The
congruence between brand personality and self-image increases positive attitude of
consumers who have high hedonic attitude and emphasize symbolic values.
In general , the brand offers opportunities to build relationships with consumers .
This relationship with a certain brand will be when the brand will be beneficial and
valuable to them. If consumers feel that they are getting a good value and are satisfied
after initially using the brand, they want to build a relationship with it.

Research objectives :
a. If the congruence between brand personality and self-image will increase
consumer satisfaction?

b. If the congruence between brand personality and self-image increases consumerbrand relationship quality?
c. If the congruence between brand personality and self-image increases brand
loyalty?
d. Does price matter in a product that represents the self-image of the costumer?
e. Does the consumer satisfaction increases brand loyalty?

Method
I will do my study based on a qualitative research but also using some aspects
from a quantitative point of view. I will develop a questionnaire, containing around 20
questions approximately with a sample size of 50 respondents.

Research Hypothesis
I can develop some research hypothesis in order to see if the consumer
satisfaction will increase positively and will have a positive effect, if the consumer-brand
relationship quality will increase brand loyalty more in high involvement situations than
low involvement situations.

Sources:
http://www.acrwebsite.org/volumes/11859/volumes/ap06/AP-06 , I chose this website
,because my bachelor theses its about consumer behavior and I can find here, some information
that I need.
Another source is the book Handbook of Marketing Scales, from which, I use the
MILOV scale, for making a questionnaire and after that , to give it to people and gather result , to
make the analysis.

http://www.na-businesspress.com/JMDC/BockornyKM_Web8_3_.pdf
I have found
thisreview written by marketing teachers which I see it very interesting because it shows the
close relationships between personal values and those inspired by the brand. This review is in
fact a deep exploration of how far marketing have been gone showing the fact that self congruity
have been developed throughout the years.

https://marketing.conferenceservices.net/resources/327/4002/pdf/AM2014_0312_paper.pdf I have also found this article

which is actually a case study based on the theory of congruence between personal values and
values inspired by the brand. It is important to read some particular cases in order to take a deep
journey across my bachelor thesis ideas.