Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self
Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self
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DOI：
10.1509/jmkg.75.4.35
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发表时间：
2011-07
影响因子：
12.9
通讯作者：
Lucia Malär;Harley Krohmer;Wayne D. Hoyer;Bettina Nyffenegger
中科院分区：
文献类型：
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作者：
Lucia Malär;Harley Krohmer;Wayne D. Hoyer;Bettina Nyffenegger
创造情感品牌依恋是当今营销世界中的一个关键品牌问题。实现这一点的一种方法是将品牌的个性与消费者的自我相匹配。然而，一个关键的问题是，品牌的个性应该与消费者的实际自我匹配，还是与消费者的理想自我匹配。基于对167个品牌的实证研究(分别由1329名和980名消费者评估)，作者发现，自我和谐对消费者情感品牌依恋的影响是复杂的，并因消费者的产品参与、消费者的个体差异变量以及自我和谐的类型(品牌个性与消费者的实际自我和理想自我的匹配)而有所不同。在总体水平上，实际自我和谐对情感品牌依恋的影响最大。产品投入、自尊和公众自我意识增加了实际自我和谐对品牌情感依恋的积极影响，但降低了理想自我和谐对情感品牌依恋的影响。作者讨论了这些发现的重要管理和学术意义。
Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question, however, is whether the brand's personality should match the consumer's actual self or the consumer's ideal self. On the basis of two empirical studies of 167 brands (evaluated by 1329 and 980 consumers), the authors show that the implications of self-congruence for consumers’ emotional brand attachment are complex and differ by consumers’ product involvement, consumers’ individual difference variables, and the type of self-congruence (fit of the brand's personality with the consumer's actual self versus with the consumer's ideal self). On a general level, actual self-congruence has the greatest impact on emotional brand attachment. Product involvement, self-esteem, and public self-consciousness increase the positive impact of actual self-congruence but decrease the impact of ideal self-congruence on emotional brand attachment. The authors discuss important managerial and academic implications of these findings.