TY  - JOUR
AB  - Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects of brand and self‐image on consumers’ brand evaluations. The effects of brand image can be magnified by using promotional messages that encourage consumers to think about their own self‐image while evaluating a brand. Results also suggest that consumers who have self‐images similar to a brand’s image are more persuaded by advertisements encouraging them to think about their own self‐image, whereas consumers who have self‐images different from a brand’s image are more persuaded by advertisements encouraging them to think about only functional product quality.
VL  - 13
IS  - 3
SN  - 0736-3761
DO  - 10.1108/07363769610118921
UR  - https://doi.org/10.1108/07363769610118921
AU  - Graeff Timothy R.
PY  - 1996
Y1  - 1996/01/01
TI  - Using promotional messages to manage the effects of brand and self‐image on brand evaluations
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 4
EP  - 18
Y2  - 2024/04/25
ER  -