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The Effect of Consumers’ Self-Congruence with Brand Endorsers on Consumer Responses

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The Effect of Consumers’ Self-Congruence with Brand Endorsers on Consumer Responses

Akbar, Walid (2019) The Effect of Consumers’ Self-Congruence with Brand Endorsers on Consumer Responses. Masters thesis, Concordia University.

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Abstract

Self-congruence is the degree to which consumers perceive brands to be similar to themselves. It is measured in terms of either actual self-congruence, where consumers feel the brand is similar to their current self, or ideal self-congruence, where consumers feel the brand represents their personal aspirational values. The objective of this paper is to explore how perceived self-congruence with a brand’s spokespersons or spokes-characters affects consumer responses, measured in terms of emotional brand attachment, purchase intent, and brand recall. Furthermore, this thesis explores the moderating role of implicit self-theory. The results indicate that actual (versus ideal) self-congruence has a more positive significant effect on emotional brand attachment and purchase intent. Actual self-congruence also has a significant and negative relation with recall. Implicit self-theory did not emerge as a significant moderator.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Akbar, Walid
Institution:Concordia University
Degree Name:M. Sc.
Program:Marketing
Date:9 December 2019
Thesis Supervisor(s):Grohmann, Bianca
ID Code:986350
Deposited By: Walid Akbar
Deposited On:25 Jun 2020 19:49
Last Modified:25 Jun 2020 19:49
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