Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context

Abstract

This paper proposes - through the integration of self-congruence, brand personality, sponsorship and sports spectator behaviour literatures - a conceptual framework to extend our current understanding of self-congruence in specific consumption situations. Initial empirical results support the proposed framework which shows that self-congruence based consumers' orientation towards sports and brand personality is positively associated with sponsorship outcomes.

Citation

Plewa, C. and Palmer, K. (2014), "Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context", International Journal of Sports Marketing and Sponsorship, Vol. 15 No. 4, pp. 26-39. https://doi.org/10.1108/IJSMS-15-04-2014-B004