The Congruence of Consumer Self-Concept and Brand Image on Purchase Intention

    The purpose of this study is to empirically test whether products as symbols are perceived and organized into congruent relationships with the self concept. Some research suggests that people tend to perceive others whom they like as being more similar to themselves than those whom they dislike (Hawkins, Best, & Coney, 2001). Similarity, people go about purchasing on product or another only if these products are consistent with or in some other way fit well with the conception they have of themselves. Grubb and Grathwohl (1967) propose that the consuming behavior of an individual will be directed toward the furthering and enhancing of his self-concept through the consumption of good as symbols. On the other hand, numbers of studies have confirmed that consumer’s brand image has effects on his attitude toward a brand and then in turn on purchase behavior. However, the consistence of self-concept with brand image and its impact on brand attitude have not been investigated.This study employs a LISREL technique to examine the structural relationship among consumer self-concept, brand image, brand attitude as well as purchase behavior. Following on from our examination of sport product, this empirical study proposes that: (1) the higher the congruence of the self-concept and brand image, the more positive of the brand attitude; (2) consumer’s attitude toward a brand has positive impact on his purchase intention and in turn on his satisfaction with the brand; (3) the positive effect of a consumer’s attitude toward a brand on his purchase intention is lower as the brand elasticity increases.