TY  - JOUR
AB  - Previous research indicates that the self‐image product image congruity (commonly known as self‐image congruence) can affect consumers’ product preferences and their purchase intentions. Self‐image congruence can also facilitate positive behaviour and attitudes toward products. This paper reports findings from a research study which was conducted to determine the effect of self‐image congruity on brand preference and satisfaction in the precious jewellery market in the UK. A questionnaire was sent to 500 consumers of precious jewellery in five major cities of the UK. Results indicate that self‐image congruity was a very strong predictor of consumers’ brand preferences and a good predictor of consumer satisfaction. Respondents with higher levels of self‐image congruity were more likely to prefer the brand and enjoy higher levels of satisfaction with the brand as compared to those with lower levels of self‐image congruity. The paper discusses the implications for brand managers so that they can position their brands in an effective way.
VL  - 19
IS  - 7
SN  - 0263-4503
DO  - 10.1108/02634500110408286
UR  - https://doi.org/10.1108/02634500110408286
AU  - Jamal Ahmad
AU  - Goode Mark M.H.
PY  - 2001
Y1  - 2001/01/01
TI  - Consumers and brands: a study of the impact ofself‐image congruence on brand preference and satisfaction
T2  - Marketing Intelligence & Planning
PB  - MCB UP Ltd
SP  - 482
EP  - 492
Y2  - 2024/05/09
ER  -