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brands (Belleau et al., 1992; Elliot, 1994; Shim and Koh, 1997) also enhance the relevance of the study of the influence of self-image congruence upon brand choice.

 

In this paper, the brand/product image concept is replaced by the brand personality dimension which is the anthropomorphic component of brand identity (Aaker, 1996).

 

Self –concept and brand personality congruence and advertising response

Levi’s All Duty was the brand with highest self-congruence score and it was also the most valuable brand (see Table III). In general, youth subjects preferred brands with Excitement personality. Guess (ESo) was the brand that obtained the highest buying intention, while Nike (EC) was the most preferred brand, probably due to its print ad that obtained the highest attitude toward the ad score. Salsa (E) in turn, was the Portuguese brand perceived as more congruent to the respondents; Peter Murray’s print ad was favourably evaluated, while Lanidor was the brand most preferred. As expected, significant positive correlations between self-concept and brand personality congruence and advertising response measures were found (see Table IV) which supports hypothesis H1. We also verified the existence of a significant correlation between involvement and self-congruency thus validating hypothesis H2.

 

The respondents confirmed the expected brand personalities of excitement brands like Diesel, Sisley, Fashion Clinic, Cheyenne, Buzz, competence brands like Massimo

 

Dutti, Boss, Alto colection, sophistication brands like Trindade, Calvin Klein, and the ruggedness brand C.Tapiocca. On other hand, some brands (Levi’s, Guess, O’Neil, Portugal Radical, C111, Nathan Road, Springfield, Peter Murray and Salsa) had a higher excitement score than expected. This will allow brand builders to analyse pictorial material from these pre-tested brands, considering them as benchmarks in terms of brand personality. From the brand builder perspective, the results should help the understanding of antecedents and consequences of brand personality processing, as proposed in several branding models (Kapferer, 1991; Blackston, 1993, 1995; Keller, 1993; Aaker, 1996; Fournier, 1998).

 

Influence of demographic variables (sex, age) and involvement

Self-concept and brand personality congruence is also significantly influenced by sex. For some brands, perceived as female brands, like Lanidor, Acetato, Fashion Clinic, Calvin Klein or La Redoute, girls self-congruence is naturally higher. The inverse occurs with a male brand like Coronel Tapiocca but with a less significant difference.

 

Although they were perceived as male brands, some competent brands whose ads only had a 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。