Self-brand values congruity and incongruity: Their impacts on self-expansion and consumers’ responses to brands

Géraldine Michel (), Carlos Torelli, Nathalie Fleck and Benoit Hubert
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Géraldine Michel: IAE Paris - Sorbonne Business School

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Abstract: The results from a large survey (N = 2010) show that the positive effects of the congruity between brand values and consumers' ongoing value priorities on a variety of consumers' responses to brands can be generalized to the different value types in Schwartz's framework. More importantly, findings from this survey show that, although brands embody values incongruent with consumers' ongoing value priorities, they trigger a positive effect on the same consumers' responses when these values are associated with a cultural ideal. Results were robust and emerged for a variety of product categories and brands. Furthermore, results from a lab experiment demonstrate that, compared to brands that embody consumers' ongoing value priorities, those that additionally embody nonprioritized values associated with an ideal self induce feelings of self-expansion, which in turn leads to more favorable consumer responses to brands. The practical and theoretical implications of these findings for the branding literature are discussed.

Keywords: brand values; self-congruity; self-expansion; brand responses; cultural ideals; ideal self (search for similar items in EconPapers)
Date: 2022-03
New Economics Papers: this item is included in nep-ipr
Note: View the original document on HAL open archive server: https://hal.science/hal-03518525v1
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Citations: View citations in EconPapers (5)

Published in Journal of Business Research, 2022, 142, pp.301-316. ⟨10.1016/j.jbusres.2021.12.032⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03518525

DOI: 10.1016/j.jbusres.2021.12.032

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