An Exploration of the Self-Congruity of Global Consumer Brands and Consumers' Self-Image toward Purchase Experience from a Cross-Cultural Perspective: Some Initial Empirical Findings

Longfei Li, N. Sanghavi, C. De Mattos

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The purpose of this study is to propose and partially test a new conceptual model based on a value-oriented approach, to measure the self-congruity of global consumer brands toward purchase experience and intention at both the national and the individual levels. The study employs a mixed-method approach and comprehensively integrates general values, national culture, and consumer culture into the research on self-congruity. Two focus groups have been assembled and six interviews have been conducted to discover the most appropriate global consumer brands. A survey has been conducted in China, and similar surveys will be carried out in the UK and the Netherlands. The study is expected to extend the application of the existing brand-image and self-image congruence theory across a greater number of product categories and different cultural contexts, focusing on global consumer brands. This paper will produce some initial findings based on the data from the Chinese market.
Original languageEnglish
Title of host publicationProceeding of British Academy of Management (BAM) Conference 2012 - Contribution 830.
Place of PublicationCardiff, Wales, UK
PublisherBritish Academy of Management
Publication statusPublished - 12 Sept 2012
EventBritish Academy of Management (BAM) Conference - Cardiff, Wales, UK
Duration: 11 Sept 201213 Sept 2012

Conference

ConferenceBritish Academy of Management (BAM) Conference
CityCardiff, Wales, UK
Period11/09/1213/09/12

Keywords

  • self-congruity
  • self-concept
  • self-image
  • brand image
  • global consumer brand
  • consumer culture
  • cultural difference

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