Consumers and brands: a study of the impact of self‐image congruence on brand preference and satisfaction

TLDR

Self‑image congruence influences consumer preferences, purchase intentions, and positive attitudes toward products. The study investigates how self‑image congruence affects brand preference and satisfaction in the UK precious jewellery market and discusses implications for brand managers. The study surveyed 500 precious‑jewellery consumers across five UK cities using a questionnaire. Higher self‑image congruity strongly predicts greater brand preference and higher satisfaction among consumers.

Abstract

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.