Self-image congruence is important because research has shown that it affects a consumer brand preferences, brand evaluations, purchase intentions, attitudes toward brands and customer satisfaction.

Question

Quizplus · Accepted Answer

Self-image congruence refers to the match between consumers' self-concepts and the image of a brand. When there is a high level of congruence, consumers are more likely to prefer, evaluate positively, and intend to purchase the brand, leading to higher customer satisfaction and positive attitudes toward the brand. This is because consumers often choose products and brands that reflect and reinforce their own identity and values.

Self-Image Congruence Is Important Because Research Has Shown That It