ebook img

BRAND PERSONALITY AND USER IMAGERY BASED SELF-CONGRUITY By BRIAN THOMAS ... PDF

110 Pages·2005·0.99 MB·English
by  
Save to my drive
Quick download
Download
Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.

Preview BRAND PERSONALITY AND USER IMAGERY BASED SELF-CONGRUITY By BRIAN THOMAS ...

THIS BRAND’S FOR ME: BRAND PERSONALITY AND USER IMAGERY BASED SELF-CONGRUITY By BRIAN THOMAS PARKER A DISSERTATION PRESENTED TO THE GRADUATE SCHOOL OF THE UNIVERSITY OF FLORIDA IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF DOCTOR OF PHILOSOPHY UNIVERSITY OF FLORIDA 2005 Copyright 2005 by Brian Thomas Parker This document is dedicated to my family. ACKNOWLEDGMENTS This dissertation was made possible by Marilyn Roberts, Gail Baker, David Miller, and particularly John Sutherland, each providing unique intellectual and personal support often beyond the scope of the academic endeavor, contributing to my growth as an individual and academic professional. iv TABLE OF CONTENTS page ACKNOWLEDGMENTS ................................................................................................. iv LIST OF TABLES........................................................................................................... viii LIST OF FIGURES .............................................................................................................x ABSTRACT....................................................................................................................... xi CHAPTER 1 INTRODUCTION ........................................................................................................1 Research Problem .........................................................................................................4 Dissertation Agenda......................................................................................................7 2 LITERATURE REVIEW ...........................................................................................10 Self-Congruity Theory................................................................................................11 Self-Theory and Self-Image ................................................................................12 Antecedents of Self-Brand Congruity .................................................................15 Image Congruence Hypothesis............................................................................16 Theoretical Paradigms: Image Measurement and User Imagery ........................18 Congruity Indicator Scores..................................................................................21 “Global” Self-Congruity Measure.......................................................................22 Theoretical Summary ..........................................................................................23 Brand Image................................................................................................................23 Brand Personality ................................................................................................26 Brand personality source variables ..............................................................27 Brand personality scales and framework .....................................................28 Symbolic function of brand personality .......................................................31 Brand Attitude ............................................................................................................32 Summary of Literature Review ..................................................................................35 Research Objectives and Questions............................................................................36 Research Objective One ......................................................................................38 Research Objective Two......................................................................................38 v 3 METHODOLOGY .....................................................................................................40 Brand Selection...........................................................................................................40 Questionnaire Development .......................................................................................43 Brand Attitude Operationalization ......................................................................43 User Image Self-Congruity (UIC) Operationalization ........................................44 Brand Personality Self-Congruity (BPC) Operationalization .............................45 Pilot Tests ...................................................................................................................47 Primary Survey ...........................................................................................................48 Description of Data Analysis......................................................................................48 4 RESULTS...................................................................................................................50 Brand Familiarity and Attitude...................................................................................50 Brand Personality........................................................................................................51 Research Questions.....................................................................................................53 Actual-BPC vs. Actual-UIC ................................................................................54 Abercrombie & Fitch ...................................................................................55 Birkenstock...................................................................................................56 Banana Republic ..........................................................................................57 Nike ..............................................................................................................58 Ideal-BPC vs. Ideal-UIC .....................................................................................59 Abercrombie & Fitch ...................................................................................59 Birkenstock...................................................................................................60 Banana Republic ..........................................................................................61 Nike ..............................................................................................................62 Simultaneous Comparison of Congruity Types ..................................................63 Abercrombie & Fitch ...................................................................................64 Birkenstock...................................................................................................66 Banana Republic ..........................................................................................67 Nike ..............................................................................................................69 Summary of Results....................................................................................................71 5 DISCUSSION AND CONCLUSION ........................................................................74 Theoretical Implications .............................................................................................75 Research Question One .......................................................................................75 Research Question Two.......................................................................................76 Research Question Three.....................................................................................77 Theoretical Summary ..........................................................................................79 Professional Implications............................................................................................80 Limitations and Future Research ................................................................................81 Conclusion ..................................................................................................................84 APPENDIX A QUESTIONNAIRE ....................................................................................................85 vi B DESCRIPTIVE STATISTICS: INDEPENDENT VARIABLES ..............................92 LIST OF REFERENCES...................................................................................................93 BIOGRAPHICAL SKETCH .............................................................................................98 vii LIST OF TABLES Table page 2-1. Independent variables: self-brand congruity indicators............................................37 3-1. Top twenty-five publicly consumed brands .............................................................41 3-2. Brand Personality Scale (BPS) dimensions and indicators ......................................46 4-1. Brand attitude indices: desirability, impression, and purchase intentions................51 4-2. Brand personality......................................................................................................52 4-3. Respondent actual and ideal BPS self measures ......................................................53 4-4. Abercrombie & Fitch correlation matrix: actual BPC and actual UIC.....................55 4-5. Abercrombie & Fitch stepwise regression: actual BPC and actual UIC ..................55 4-6. Birkenstock correlation matrix: actual BPC and actual UIC....................................56 4-7. Birkenstock stepwise regression: actual BPC and actual UIC .................................57 4-8. Banana Republic correlation matrix: actual BPC and actual UIC............................57 4-9. Banana Republic stepwise regression: actual BPC and Actual UIC........................58 4-10. Nike correlation matrix: actual BPC and actual UIC ..............................................58 4-11. Nike stepwise regression: actual BPC and actual UIC............................................59 4-12. Abercrombie & Fitch correlation matrix: ideal BPC and ideal UIC .......................60 4-13. Abercrombie & Fitch stepwise regression: ideal BPC and ideal UIC.....................60 4-14. Birkenstock correlation matrix: ideal BPC and ideal UIC ......................................61 4-15. Birkenstock stepwise regression: ideal BPC and ideal UIC....................................61 4-16. Banana Republic correlation matrix: ideal BPC and Ideal UIC..............................62 4-17. Banana Republic stepwise regression: ideal BPC and ideal UIC............................62 viii 4-18. Nike correlation matrix: ideal BPC and ideal UIC..................................................63 4-19. Nike stepwise regression: ideal BPC and ideal UIC ...............................................63 4-20. Abercrombie & Fitch correlation matrix: actual/ideal BPC and UIC .....................64 4-21. Abercrombie & Fitch stepwise regression: actual/ideal BPC and UIC...................65 4-22. Birkenstock correlation matrix: actual/ideal BPC and UIC ....................................66 4-23. Birkenstock stepwise regression: actual/ideal BPC and UIC..................................67 4-24. Banana Republic correlation matrix: actual/ideal BPC and UIC ............................67 4-25. Banana Republic stepwise regression: actual/ideal BPC and UIC..........................68 4-26. Nike correlation matrix: actual/ideal BPC and UIC................................................69 4-27. Nike stepwise regression: actual/ideal BPC and UIC .............................................70 4-28. Summary of variance explained in brand attitude by congruity indicators.............71 4-29. Summary table: actual congruity indicators ............................................................72 4-30. Summary table: ideal congruity indicators..............................................................73 ix LIST OF FIGURES Figure page 2-1. Illustration of the image congruence hypothesis ........................................................17 2-2. Self-brand congruity scales example..........................................................................18 2-3. Absolute simple-difference model..............................................................................21 2-4. Brand personality framework .....................................................................................30 2-5. Cognitive and affective brand image factors..............................................................34 3-1. Selected brands and image descriptors.......................................................................42 3-2. Difference squared model...........................................................................................47 x

See more

The list of books you might like

Most books are stored in the elastic cloud where traffic is expensive. For this reason, we have a limit on daily download.