The self‐concept and image congruence hypothesis An empirical evaluation in the motor vehicle market

The self‐concept and image congruence hypothesis An empirical evaluation in the motor vehicle... Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory. Respondents were examined using self‐concept and product value constructs and their responses were used to test a number of hypotheses. Among others, the results of analysis of variance indicated that when different brands of motor vehicles were physically similar, owners perceived no difference between their own self‐concepts and the self‐concepts they attributed to owners of competing product brands. This finding differs from previous research conducted on other products and suggests a different orientation by owners of similar motor vehicles to that suggested by self‐concept theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

The self‐concept and image congruence hypothesis An empirical evaluation in the motor vehicle market

European Journal of Marketing, Volume 32 (11/12): 14 – Dec 1, 1998

Loading next page...
 
/lp/emerald-publishing/the-self-concept-and-image-congruence-hypothesis-an-empirical-y6lr0Hs377
Publisher
Emerald Publishing
Copyright
Copyright © 1998 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090569810243749
Publisher site
See Article on Publisher Site

Abstract

Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory. Respondents were examined using self‐concept and product value constructs and their responses were used to test a number of hypotheses. Among others, the results of analysis of variance indicated that when different brands of motor vehicles were physically similar, owners perceived no difference between their own self‐concepts and the self‐concepts they attributed to owners of competing product brands. This finding differs from previous research conducted on other products and suggests a different orientation by owners of similar motor vehicles to that suggested by self‐concept theory.

Journal

European Journal of MarketingEmerald Publishing

Published: Dec 1, 1998

Keywords: Consumer behaviour; Image; New Zealand; Product differentiation; Value; Vehicles

References

  • Self‐concept and advertising effectiveness: the influence of congruency, conspicuousness, and response mode
    Hong, J.W.; Zinkhan, G.M.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off