Undesired self-image congruence in a low-involvement product context
Abstract: The paper seeks to investigate the incremental value of a construct termed “undesired self-image congruence”, and capture consumers’ perceived closeness to negatively valenced brand-related attributes over and above established self-image congruence factors known to affect consumption-related attitudes and intentions. A questionnaire-based study was used to assess consumers’ attitudes and intentions to consume a low-involvement product (Marlboro cigarettes; n = 211). Hierarchical multiple regression analyses were employed to determine the incremental predictive value of the newly introduced undesired congruity component over and above established self-image congruence facets. Undesired congruity proved its substantial and incremental value in predicting consumption-related attitudes, but did not directly influence purchasing intentions. Research limitations/implications - Avoidance motives related to undesired brand images appear to influence purchase decisions at early stages of t
- Standort
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Deutsche Nationalbibliothek Frankfurt am Main
- Umfang
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Online-Ressource
- Sprache
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Englisch
- Anmerkungen
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Veröffentlichungsversion
begutachtet (peer reviewed)
In: European Journal of Marketing ; 42 (2008) 5/6 ; 702-712
- Ereignis
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Veröffentlichung
- (wo)
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Mannheim
- (wann)
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2008
- Urheber
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Bosnjak, Michael
Rudolph, Nina
- DOI
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10.1108/03090560810862598
- URN
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urn:nbn:de:0168-ssoar-449716
- Rechteinformation
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Open Access unbekannt; Open Access; Der Zugriff auf das Objekt ist unbeschränkt möglich.
- Letzte Aktualisierung
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15.08.2025, 07:26 MESZ
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Beteiligte
- Bosnjak, Michael
- Rudolph, Nina
Entstanden
- 2008
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