Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context

Douglas R. Ewing () and Chris T. Allen ()
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Douglas R. Ewing: Bowling Green State University, College of Business
Chris T. Allen: University of Cincinnati, Lindner College of Business

Journal of Brand Management, 2017, vol. 24, issue 5, No 3, 405-422

Abstract: Abstract Theoretical understanding of the linkage between brands and specific aspects of self remains incomplete despite a large body of relevant research. This report develops the premise of specific aspects of self (role-identities) influencing brand preferences and reports relevant effects. Findings indicate that brands apparently “similar” to one of the consumer’s role-identities may not necessarily be those with the highest indicated levels of preference. An established individual within an identity domain may indicate lower levels of preference for a brand that he/she strongly associates with this identity. Essentially, the research reported highlights the possibility of changes in brand preferences due to role-identity dynamics. Alignment between self and brand is a net positive, but may not hold at the level of specific self-concept aspects such as a role-identity. This premise is consistent with Identity Theory and Symbolic Self-Completion Theory while highlighting a disconnection between user imagery and brand preferences.

Keywords: role-identity; identity cultivation; symbolic self-completion; branding meaning; brand resonance (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (4)

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DOI: 10.1057/s41262-017-0047-3

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