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Dissertations / Theses on the topic 'Congruence with self-image'

Author: Grafiati

Published: 10 September 2021

Last updated: 17 July 2025

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1

Ngamcharoenmongkol, Piya. "Self-image congruence and brand evaluation : examining approach and avoidance behaviour." Thesis, Lancaster University, 2010. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.547940.

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Khaldi, Ahmad. "An investigation of self and brand image congruence as antecedents of consumer brand involvement." Thesis, University of Huddersfield, 2005. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.430300.

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Postica, Doru. "Self-image congruence and brand preference: analysis by product usage role and level of country development." Master's thesis, [s.n.], 2015. http://hdl.handle.net/10284/4805.

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Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais.<br>Past research assumed and successfully proved self-image congruity to have a positive impact on product/brand choice, purchase intentions, and brand preference. The purpose of the research is to study the self-concept dimensions (actual and ideal) and their relation to brand preference. Type of product (conspicuous and inconspicuous) and type of country (Moldova as developing country and Portugal as developed country) were examined in the relationship be

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Di, Natali Nicole, and Matthildur Ivarsdottir. "Perception meet Reality : A pilot study of the self-congruence of female online shoppers." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-811.

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The goal of this research is to better understand the gap between the consumer's actual self image versus their perceived ideal image; in which, could help an online retail company to respond more effectively and provide a better service to its target customer with an added goal of reducing the rate of returns. A two-phased mixed methods approach was applied to this research to test for participants perceived and actual ideas of themselves, as well as their attitudes towards ideals. The first phase consisted of manual measurements taken and recorded, following a semi-structured interviewed. Th

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Hixon, Jon Eric. "The effects of congruence in mother-adolescent communication, dyadic relationships, and adolescent self-image on adolescent person perception." Diss., Virginia Polytechnic Institute and State University, 1987. http://hdl.handle.net/10919/82652.

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The purpose of this study was to examine intrafamily relationship variables which constitute the frame of reference for person perception. A model was proposed to conceptualize how the variables interact and influence the process. Specifically, the proposed model was developed to investigate how adolescent person perception is influenced by congruence between the mother and adolescent in: (a) communication, (b) dyadic relationships, and (c) adolescent self-image. One hundred forty-six mother-adolescent dyads participated in the study. Fifty-nine males and 87 females (M = 14.6 years) represen

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Erlandsson, Maria, and Elin Forslund. "Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments?" Thesis, Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28503.

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Title: Are intermediary luxury fashion brands excluding overweight and obese women in the UK, by not offering their sizes among its assortments? Authors: Elin Forslund and Maria Erlandsson Supervisor:Ulf Aagerup Level: Bachelor thesis in marketing (15 ECTS). Spring 2015. Key concepts: Fashion, Intermediary Luxury, Brand Identity, Brand Image, User Imagery and Self-image Congruence. Purpose: The purpose of this study is to review the sizes available in store by three leading intermediary luxury fashion brands offered in the UK and compare it with the actual body shapes of the female UK populati

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Dai, Bo. "Saving Face: A Cross-Cultural Investigation of Retail Patronage in Consumers' Skincare Purchase Decisions." Thesis, University of North Texas, 2015. https://digital.library.unt.edu/ark:/67531/metadc804894/.

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The skincare sector is among the fastest growing consumer branded products, boasting unprecedented growth rates in emerging markets, as well as steady growth in developed and post-developed markets. Yet, a more relevant question to marketers of branded skincare products is what factors influence consumers’ decisions about where to buy such products, and whether or not to spread positive word-of-mouth (WOM) about products and store preferences. Sirgy’s (1982, 1985) self-congruence theory postulates that the greater the match between a consumer’s self-image and the image of a retailer’s typical

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Correia, Ana Lúcia Pires. "Autoconceito e uso de lingerie feminina." Master's thesis, Instituto Superior de Economia e Gestão, 2012. http://hdl.handle.net/10400.5/11008.

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Mestrado em Marketing<br>O autoconceito reflete a imagem que cada individuo tem de si, influenciada pelas características físicas, psicológicas, comportamentais, valores, hábitos e objetos que possui. O estudo do consumidor tem dado uma importância crescente ao consumo simbólico e ao significado que a compra e uso de determinados produtos assumem para o consumidor no seu processo de socialização. A presente investigação tem como intuito entender a relação entre a mulher e o uso e consumo de lingerie feminina e como esta pode ser usada para definição, comunicação, reforço do desempenho e avalia

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Nascimento, Leandra Pinheiro. "O autoconceito masculino e a avaliação, decisão de compra e uso do automóvel." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12895.

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Mestrado em Marketing<br>O autoconceito é um reflexo da perceção que cada indivíduo tem de si próprio, a qual é influenciada pelas suas características (físicas, psicológicas e comportamentais), assim como dos objetos que cada um possui. Na nossa sociedade o consumo tem um grande contributo para a criação do sentido do "próprio". Os estudos sobre o consumidor têm atribuído grande importância ao consumo simbólico e ao significado que a compra e uso de determinados produtos assumem para o consumidor, quer no seu processo de socialização, quer enquanto veículo de construção/afirmação da identidad

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Coimbra, Catarina Gomes Duarte. "O autoconceito e o uso de maquilhagem por parte do sexo feminino." Master's thesis, Instituto Superior de Economia e Gestão, 2017. http://hdl.handle.net/10400.5/14635.

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Mestrado em Marketing<br>O autoconceito reflete a imagem que o individuo tem de si próprio, que é influenciada pelas perceções que detém acerca das suas características (físicas, psicológicas e comportamentais) bem como dos objetos que consome. Diversos estudos na área de comportamento do consumidor têm atribuído uma grande importância ao consumo simbólico, visto que a compra e uso de determinados produtos impacta a definição e construção da identidade do individuo e o seu processo de socialização. Neste estudo, o objeto de análise é a maquilhagem, utilizada há largos anos pelas mulheres.

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Hildebrand, Peggy Shields. "Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency." Thesis, North Texas State University, 1987. https://digital.library.unt.edu/ark:/67531/metadc330931/.

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The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

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Ahlbom, Joel, and Daniel Andersson. "E-bike users are lazy… and healthy : A study in consumer behaviour on the symbolic values of e-bikes, why some want e-bikes and others avoid them." Thesis, Högskolan i Halmstad, Centre for International Marketing and Entrepreneurship Research (CIMER), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-40354.

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Research question: To examine what aspects affect some consumers to avoid e-bikes and others to desire them. Purpose: The main purpose of this study is to see if e-bikes have a symbolic value. We aim to see if e-bikes is associated as an environmentally friendly product. We will examine stereotypes and brand avoidance. Further we will see what attributes consumers associate with typical users of e-bikes. Theory: To test our research question we chose our main theory of the matching process between self-image and typical user. Prior studies on e-bikes in areas as typical users and environment w

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Luong, Van Ha. "International tourists' post-visit behaviors : a study of short-term revisit intention in the emerging tourism destination of Vietnam." Thesis, Paris 1, 2020. http://www.theses.fr/2020PA01E005.

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Cette thèse vise à fournir un nouveau cadre théorique pour étudier l'intention de revisiter à court terme des touristes internationaux en suivant le paradigme du marketing expérientiel dans le contexte d'une destination émergente du Vietnam basée sur l'exploration approfondie de la perception de la destination et des tests empiriques du mode d'auto-congruence. En employant une conception de recherche à méthodes mixtes qui combine à la fois l'analyse de contenu et les modèles d'équation structurelle, il vise à combler plusieurs lacunes de recherche soulevées dans la littérature sur le comportem

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Wang, Miao-Ju, and 王妙如. "The relationship between self-image congruence and tourists'' purchase intention." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/43692801657558333082.

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碩士<br>國立中山大學<br>企業管理學系研究所<br>93<br>Leisure travel has become an important activity in Taiwan. According to the statistical data of Tourism Bureau, R.O.C., people in Taiwan spent about 280.5 billions on oversea’s traveling in 2003. The number of outbound travelers has grown 40.77% compare with last February. It is obvious that the market of outbound travel is getting bigger year by year. The past research on the subject of travel behavior put emphasis on behavior aspect or satisfaction, there is little research discuss the effect of psychological aspect on purchase decisions. Some foreign

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Wang, Hsiu-Fen, and 王秀芬. "The Congruence between Cosmetic Brand Personality and Consumer Self Image." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/77114289099059956824.

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碩士<br>國立交通大學<br>管理科學系所<br>98<br>Previous research indicate that consumers prefer brands which have image similar to their self image and brand personality perceptions vary from different consumers. Research also indicates women buy cosmetics to reflect who they would like to be rather than who they actually are. Using four cosmetic brands, SHISEIDO, KOSE, Mentholatum, and Anna Sui, this study examines if cosmetic female students consumers prefers cosmetic brand when the brand personality is congruent with the consumer‟s self image. The study measures the actual self image and ideal self image

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Chen, Chia-Lin, and 陳佳琳. "Using self-Image congruence and functional congruence to predict blogger’s social Influence:Relationship quality as a mediator." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/47641983894182521722.

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碩士<br>國立臺灣師範大學<br>管理研究所<br>100<br>People are increasingly looking to the Weblogs for information about all aspects of human life. Based on congruency theory, this paper develops a model to explain blogger-reader relationship and its impact on bloggers’ social influence. The results suggest that actual and ideal self-image congruence, functional congruence and blogger-reader relationship represent factors determining bloggers’ social influence. According to this model, three processes of influence can be distinguished: compliance, identification, and internalization. In this paper, self-image

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Lin, Yu-ling, and 林玉麟. "The influence of congruence between brand image and self concept image for purchase intention." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/32132911543560295825.

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碩士<br>東吳大學<br>企業管理學系<br>91<br>Because of the progress of technology, products are more and more alike and have no difference. Therefore, brand has become the most important equity of an enterprise. How to establish brand image, create differention, satisfy the customer’s need for symbolic utility are the important issues of the enterprises. To establish competence the enterprise have to understand customers’ psychology and purchase intention, which include self-concept and brand image. According to researches in the past, customers will purchase or use the brands which congruent sel

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Chen, Ying, and 陳穎. "The Study of Self-Image Congruence between the Brand Image of Starbucks and Consumer Life Style." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/64814815983424553099.

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碩士<br>國立臺北教育大學<br>文化產業學系暨藝文產業設計與經營碩士班<br>98<br>Recently the overseas chain-like business model introduces Taiwan which changes the people to expend the state and the consumption habit fast. The Starbucks brand image is the brightest in the coffee chain stores. It provides the high quality service, so the price is higher than any other coffee brand. Only the customers still covered many different tribal groups. Their self-image equally is also bright with the Starbucks brand image. Both have had the purchase and the expense behavior identically because of the self-image congruence linked degree

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LEE, MENG-JOU, and 李孟柔. "“Do you love brand?”-The Congruence between Customer Self-concept and Brand Image." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k2xv94.

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碩士<br>國立臺北大學<br>企業管理學系<br>106<br>Firms build up customers’ special affection toward their brand by using the connection between brand image and customer self-concept and then generate brand love, positive word of mouth and brand loyalty. This study is to use the case of apparel industry, with the method of ZMET, to figure out different connections of brand image and customer self-concept between customers who have brand love and who don’t, also finding out the factors that build up positive word of mouth and brand loyalty. The result shows that the consistency between brand image and customer

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Wen, Wan-Ting, and 溫琬婷. "The Influence of Brand Experience of Female Clothes on Relationship Quality: Brand Personality, Self-image Congruence and Functional Congruence as Mediators." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/28980382751893344859.

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碩士<br>國立臺灣師範大學<br>管理研究所<br>101<br>Based on brand personality, self-image congruence and functional congruence as mediators, this paper develops a model to explain the influence of brand experience of female clothes on relationship quality. In this paper, brand experience refers to all experience about sensory, affective, behavioral, and intellectual offered by the brand. Brand personality refers to the characteristics of the brand perceived by the customer. Self-image congruence refers to the match between brand’s image and consumer’s self image (actual self-image and ideal self-image). Functi

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Hsu, Hsiao-Tzu, and 許孝慈. "Consumer Ethnocentric Tendency, Brand-Self Image Congruence and Local Brand Preference: A Cross-National Study." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/9jcpz5.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理研究所<br>99<br>Consumer ethnocentrism has long been confirmed to directly influence local brand purchase. This thesis highlights the mediating role of consumer self-image congruence between consumer ethnocentrism and local brand preference. We employed an empirical examination covering 2 product categories (beer and notebook-PC) and 10 brands from five countries to test this mediating effect in three countries－Taiwan, Korea, and Japan. The empirical results demonstrate that consumer self-image congruence with local brand completely mediates the relationship between eth

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Lin, Kuan-Yu, and 林冠佑. "The Congruence of Consumer Self-Concept and Brand Image on Brand Attitude and Brand Satisfaction." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/90234692168462970426.

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碩士<br>銘傳大學<br>國際企業學系碩士班<br>98<br>The Congruence of Consumer Self-Concept and Brand Image on Brand Attitude and Brand Satisfaction Student: Kuang-You Lin Advisor: Hsiu-Li Chen, Ph. D. Abstract According to consumer behavior theory, individual behaviors are often affected by the external environmental characteristics of experience along with similar impact of their self concept. On the other hand, consumers tend to have their own judgmental perspective of products and brands, thus as the symbol of a product or brand and a consumer’s self concept reaches a self similarity level, In

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Teng, Yu-Hsuan, and 鄧郁萱. "The Effect of Self-Congruence on Brand Attachment: The Moderating Effect of Brand Concept-Image and Product Conspicuousness." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/8526zu.

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碩士<br>東海大學<br>企業管理學系碩士班<br>102<br>Brand attachment is a psychological state of the cognitive and affective bond connecting the brand with the consumer. When the attachment is formed, the consumer will develop a tight and long-term relationship with a brand, it is apparent that how the brand attachment is important. The main purpose of this research is to explore the effect of actual self-congruence and ideal self-congruence on brand attachment, and explore the effect of the two variable of product, different brand concept-image and product conspicuousness on the formed process which the two ty

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Fan, Yen-wen, and 范雁雯. "THE EFFECTS OF CONSUMER GLOBAL ORIENTATION AND ETHNOCENTRISM ON GLOBAL BRAND ATTITUDE: SELF-IMAGE CONGRUENCE AS A MEDIATOR." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/y8ayk9.

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碩士<br>大同大學<br>事業經營學系(所)<br>103<br>As the rising of global ideology, the world has become more closely, consumers are easily access to global brand merchandise, and have more choices to buy. Under the background of globalization, the value of brand has been valued by business managers. The global brand faced the rising of business and industry around the world, how to stand out in highly competitive markets is a topic for the overarching concern of this study. This study, used UNIQLO and Samsung as examples of global brand, to investigate the relationship of global orientation (global consumpti

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HSU, TZU-WEI, and 徐子偉. "The Mediating Effect of Self-Image Congruence between Brand Endorsers' Credibility and Sport Motivation of Junior High School Students." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/q2ygxd.

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碩士<br>大葉大學<br>運動健康管理學系<br>104<br>Consumers in the procurement of goods in addition to considering the function and utility, price and other factors, preference as characteristic value, or brand image and similar to their own products, in order to meet the needs of consumers in the heart of the actual feelings and expectations, with professional and reliable, attractive sports stars generation products in addition to strengthen the brand image, increase customer loyalty and associated with an increased degree of exercise participation in. This study focuses on whether the junior high school stu

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Wu, Meng-Ting, and 吳孟庭. "The congruence between channels’ image and audiences’ self-concept: examing its effect on audiences’ attitudes and behavioral intentions towards sports channels." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/h35gy2.

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碩士<br>國立交通大學<br>傳播研究所<br>105<br>This is study adopted the theory of self-congruity to examine the relationshiop between the congruence of channels’ image with audiences’ self-concept and audiences’ attitude and loyalty toward sports channels in Taiwan. Three methods were adopted to collect data, the first of which was to use a content analysis method to analyze the website of the five sports channels in Taiwan. The second method was to conduct an online survey and 667 valid questionnaires were obtained. The third method was to conduct intensive interviews on five interviewers who were regular

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CHARNG, JING-RAN, and 常景然. "The Effects of Congruence between Self-Image and Online Store Image with Trusting Beliefs on Web Site Loyalty in Gamification Context: The Moderating Role of Flow Experience." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/852ehr.

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碩士<br>中國文化大學<br>國際企業管理學系<br>103<br>This study takes the world's largest online shopping website (Taobao.com) as an example to investigate game mechanism of badges, which were used in the site. There-fore, consumers who had used Taobao.com, but have not use badges before, were cho-sen to evaluate the changes with or without gamification, which influence their web site loyalty. A total of 300 valid questionnaires were collected. In this study, data was ana-lyzed through hierarchical regression and paired-sample t test. The results indicate that congruence between self-image and online store imag

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Hsieh, Chia-Ling, and 謝佳玲. "The Influence of Consumer Ethnocentrism and Self-Image Congruence on the Consumer Local Brand Preference: A Comparison among Japan, Korea and Taiwan." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/27605621921824742821.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理所<br>97<br>Japan, Korea and Taiwan all are collectivist societies with Confucian culture orientation. Previous cross-culture studies found that Japanese, Korean and Taiwanese consumers generally display an ethnocentrism tendency and prefer domestic products to imported. However, these studies paid less attention on the difference of consumer ethnocentrism tendency among the three nations and how this tendency affects consumer brand preference. In addition, if local brand image does not fit with consumer’s self-image, does consumers’ preference to local brands still e

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ThachawanChinchanakarn and 陳佳佳. "The Effect of Self-image Congruence on Rejuvenated Brand among Generation Y Consumers in Thailand: Moderating Effects of Social Personality and Social Context." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/73019786246685347506.

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碩士<br>國立成功大學<br>國際經營管理研究所碩士班<br>101<br>Brand is like human. When time passes by, it gets old. If company ignores the brand’s age problem, the brand may decline or even disappear from the market. As a result, many companies endeavor to make a brand look younger by doing the brand rejuvenation. Although this is not a new issue in business, few studies, if any, have put efforts to examine what factors affect consumers’ attitude toward a rejuvenated brand. This study intends to fill in the gaps in literature. Specifically, the research employs the self-image congruence theory to explore the effect

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Correia, Tãnia Sofia dos Santos. "Para além das horas: auto-conceito e consumo de relógios." Master's thesis, 2007. http://hdl.handle.net/10400.5/18512.

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Instituto Superior de Economia e Gestão<br>Cada pessoa tem uma imagem de si própria em termos de características físicas, comportamentos, hábitos, relações e posses, ou seja. um auto-conceito. No mundo actual o consumo simbólico e hedónico assume particular relevância no comportamento de consumo de várias categorias de produtos. Alguns produtos tornam-se mesmo parte integrante do projecto de definição, manutenção, desenvolvimento e melhoria do auto-conceito. O presente estudo foi desenvolvido com o intuito de explorar como se processa a relação interactiva entre o auto-conceito e o cons

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Chen, Hui-Ling, and 陳惠鈴. "Is contextual mobile advertising effective? The correct formula of image complexity, users’ processing styles and ad-self congruency." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/49071827953670789290.

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碩士<br>國立中興大學<br>行銷學系所<br>104<br>Mobile devices play an important role in the purchase decision-making process, and placing advertisements (Ads) in mobile App’s can increase levels of brand recall. Thus, mobile devices have become a major channel for digital media, and mobile advertising is widely seen as the advertising form of the future. To take full advantage of this phenomenon, this study investigates the effectiveness of ad–context congruency and considers the moderating role of image complexity, mobile users’ processing styles and ad-self congruency on click intention toward mobile adver

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Leal, Sara Filipa Pinto. "Do athletes deserve to have consumers advocating for them?: the effect of athlete brand personality, brand image attributes and brand loyalty on athlete brand advocacy: the mediating effect of deservedness." Master's thesis, 2021. http://hdl.handle.net/10071/24043.

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In a context where sports are socially driven by the athletic ideal, athletes' deservedness has proven to encourage advocates to fight for their belonged outcomes and rewards. This research is needed for the specific field of sports because it extends deservedness studies into what creates the consumer support system, which may be essential to, afterward, catch other sports entities to also contribute to the athlete brands’ success. Assuming advocates as the main support system, they are seen as a key element able to effect change to the athlete’s worthy rewards. This thesis targets athletes

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