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.
Marketing Intelligence & Planning – Emerald Publishing
Published: Dec 1, 2001
Keywords: Consumer behaviour; Jewellery; Customer satisfaction; United Kingdom
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