Congruence Between Brand Personality and Self Image: Business Administration 3th Year

VDUVA DRAGO IONU
Congruence between brand personality and

self image
Business Administration 3th year
Introduction
The studies on the congruence between consumers self-concept and brand image
try to explain consumer choice such as brand preference , purchase intention or usage and
loyalty.
Brand loyalty has been one of the most important issues in marketing since
consumers tend to make purchase decisions by brand images that have already been
formed in their minds rather than from original attributes or characteristics of the product
itself. Creating unique brand identity is a key issue for brand equity management. Brand
personality thus influences consumers preference , usage, emotional attachment, trust,
and loyalty.
According to previous studies , the congruence between self-image and brandimage eventually plays an important role in improving brand loyalty.
Consumers use products/brands as a symbol and they prefer brands with images or
personalities that are congruent with their self-image or brand personality. The
congruence between brand personality and self-image increases positive attitude of
consumers who have high hedonic attitude and emphasize symbolic values.
In general , the brand offers opportunities to build relationships with consumers .
This relationship with a certain brand will be when the brand will be beneficial and
valuable to them. If consumers feel that they are getting a good value and are satisfied
after initially using the brand, they want to build a relationship with it.
Research Question
How the brand personality connect with the self image of a person?
This is the question from which I would start to build my thesis , about the connection between
personaliy and image.
Research objectives :
a. If the congruence between brand personality and self-image will increase
consumer satisfaction?
b. If the congruence between brand personality and self-image increases consumerbrand relationship quality?
c. If the congruence between brand personality and self-image increases brand
loyalty?
Methodology
Descriptive statistics:
For my Bachelor Thesis I used the Questionnaire method , because I think its easier to
collect the information in this way. Ive already posted an questionnaire of 15 question on
internet and until now, I already have 20 answers. Also I used only the scale as an answer and
this is composed : Total Disagree, Disagree, Neutral, Agree, Total Agree. This questions were
about the person himself.
1. My security is a high priority to me.

Security_high_priority
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Disagree
5.0
5.0
5.0
Neutral
10.0
10.0
15.0
Agree
25.0
25.0
40.0
Total Agree
12
60.0
60.0
100.0
Total
20
100.0
100.0
This table represents the people that answered at the questionnaire . We can see
that most of them were total agreed for this statement , and the security is really a high
priority for them.
2. My self respect is worth more than gold.
Statistics
self_respect_more_than_gold
N
Valid
20
Missing
Mode
On this table we can see that the mode is number 5 , which represents the answer
Total Agree , so most of the people are confident that self respect is worth more than any
treasure from this planet.
self_respect_more_than_gold
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
5.0
5.0
5.0
Disagree
5.0
5.0
10.0
Neutral
10.0
10.0
20.0
Agree
30.0
30.0
50.0
Total Agree
10
50.0
50.0
100.0
Total
20
100.0
100.0
Most of the people answered that , they are Total Agree and Agree being 80%
from the people that answered , this represent that , some humans put their respect above
wealth.
3. I strive to retain a high status among my friends.
High_status_among_Friends
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
15.0
15.0
15.0
Disagree
25.0
25.0
40.0
Neutral
20.0
20.0
60.0
Agree
15.0
15.0
75.0
Total Agree
25.0
25.0
100.0
Total
20
100.0
100.0
We can see that on this table , the answers are very diversified , but also 2
statements from the scale , have the frequency equal , even if one of them is Disagree and
the other one is Total Agree, so they are very different. Most of the people dont care
about the status among the friends, because from my opinion , friends are persons that
care about you and want to spend time with you, they dont care either.
4. I treat myself well.

Myself_well
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
5.0
5.0
5.0
Neutral
15.0
15.0
20.0
Agree
30.0
30.0
50.0
Total Agree
10
50.0
50.0
100.0
Total
20
100.0
100.0
From the responses we can see that , most of the people are treat themselves well,
because maybe they think that its important to make yourself happy , to have a smile on your
face every time.
5. The finer things in life are for me .
TheFiner_things_are_for_me
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
5.0
5.0
5.0
Disagree
10.0
10.0
15.0
Neutral
20.0
20.0
35.0
Agree
30.0
30.0
65.0
Total Agree
35.0
35.0
100.0
Total
20
100.0
100.0
As we can see in this table , most of the people think that the finer things in life
are for them , because 65% of them , were agreed or total agreed . Also , a very small
percent of those questioned were total disagreed that shows me , not all the people thinks
inside the box.
6. I am easily hurt by what others say about me.
Hurt_by_what_otherssay_about_me
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
20.0
20.0
20.0
Disagree
15.0
15.0
35.0
Neutral
30.0
30.0
65.0
Agree
15.0
15.0
80.0
Total Agree
20.0
20.0
100.0
Total
20
100.0
100.0
According to this table, 30% of the people , are neutral about this subject , but
20% are Total Disagree and 20% Total Agree , which represents the fact that people
doesnt care about what others say about them.
7. Financial security is very important to me .
Statistics
Financial_security_is_very_impo
rtant
N
Valid
20
Missing
Median
5.00
Mode
In this table , we can observe that the people that answered to the questionnaire
they are Total Agree with this statement , which is the equivalent of the number 5 in both
Median and Mode.
Financial_security_is_very_important
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Disagree
5.0
5.0
5.0
Neutral
15.0
15.0
20.0
Agree
25.0
25.0
45.0
Total Agree
11
55.0
55.0
100.0
Total
20
100.0
100.0
According this table , most of the people were Total Agree with the statement ,
which is 55% of the sample.
8. I play an important role in my family.
Iplay_a_important_role_in_family
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Neutral
10.0
10.0
10.0
Agree
10
50.0
50.0
60.0
40.0
40.0
100.0
20
100.0
100.0
Total Agree
Total
In this table , we can see a very important thing , that are not negative answers ,
which show me that all the samples play a important role in their families. Also 50% of
the people where only Agree, and this is telling me that not all the people are trusting
their selves.
9. I enjoy doing things out of the ordinary.
I_enjoy_doing_things
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Disagree
10.0
10.0
10.0
Neutral
20.0
20.0
30.0
Agree
40.0
40.0
70.0
Total Agree
30.0
30.0
100.0
20
100.0
100.0
Total
From this table , we can deduct that 70% ( 40% and 30%) are willing to try new things ,
even if are strange ones, which show me that most of the samples are open minded and they
are thinking out of the box.
10. Having fun is important to me.
Having_fun_is_important
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Neutral
5.0
5.0
5.0
Agree
10.0
10.0
15.0
Total Agree
17
85.0
85.0
100.0
Total
20
100.0
100.0
According to this table, we can see that , all the samples are thinking that fun is
the most important thing for them , because if you have fun, youre happy, and if youre
happy, youll see the world with another eyes.
11. Recreation is a necessity for me.

8
Recreation_necessity_to_me
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
15.0
15.0
15.0
Disagree
20.0
20.0
35.0
Neutral
45.0
45.0
80.0
Agree
10.0
10.0
90.0
Total Agree
10.0
10.0
100.0
20
100.0
100.0
Total
From this table we can figure out that , most of the people dont necessarily need
recreation , because 45% of the people were neutral, 20% were disagree and 15% were
Total Disagree. Only 20% of the samples where agreed and total agreed with this
statement.
12. I need to feel a sense of accomplishment from my job.
Accomplishment_from_my_job
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
10.0
10.0
10.0
Disagree
10.0
10.0
20.0
Neutral
35.0
35.0
55.0
Agree
15.0
15.0
70.0
Total Agree
30.0
30.0
100.0
20
100.0
100.0
Total
According to this table , we can see that 35% of the samples are neutral , they dont need
to feel a sense of accomplishment , but 30% are total agree with this statement , because if
you feel this, you may increase your attention and youll be more happy at work.
9
13. I try to be as open and genuine as possible with others.
Open_and_genuine
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Total Disagree
5.0
5.0
5.0
Disagree
15.0
15.0
20.0
Neutral
35.0
35.0
55.0
Agree
25.0
25.0
80.0
Total Agree
20.0
20.0
100.0
20
100.0
100.0
Total
From this table we can see that , 35% of the people that answered the
questionnaire are neutral about this statement ,because its not so good to be open with
others , they may use that in one day ,against you.
14. I tend to set and strive to reach my goals.
Set_and_strive_to_reach_goals
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Neutral
35.0
35.0
35.0
Agree
25.0
25.0
60.0
Total Agree
40.0
40.0
100.0
20
100.0
100.0
Total
According this table , the people that answered the questionnaire where 35%
neutral, 25% agree and 40% Total agree, which show me that most of the samples want to
reach their goals with hard word .
10
15. I need to feel there is a place that I can call home.
A_place_like_home
Frequency
Percent
Valid Percent
Cumulative
Percent
Valid
Neutral
20.0
20.0
20.0
Agree
25.0
25.0
45.0
Total Agree
11
55.0
55.0
100.0
Total
20
100.0
100.0
Most of the samples , answered Total agreed , to be more exact 55% , which shows that ,
people need a place like home , because there they feel safe, they have where to go , when they
are feeling upset or things like that. This table also show that , all of the people answered
positively about this statement , which is normal, because everybody needs a home.
Conclusion
As a conclusion, this project helped me to make a more qualitative research about my
bachelor thesis, and I hope that Ill receive more responses in quite a short time .
11

Congruence Between Brand Personality and Self Image: Business Administration 3th Year

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VDUVA DRAGO IONU

Congruence between brand personality and

1. My security is a high priority to me.

3. I strive to retain a high status among my friends.

4. I treat myself well.

5. The finer things in life are for me .

6. I am easily hurt by what others say about me.

7. Financial security is very important to me .

8. I play an important role in my family.

9. I enjoy doing things out of the ordinary.

10. Having fun is important to me.

11. Recreation is a necessity for me.

12. I need to feel a sense of accomplishment from my job.

13. I try to be as open and genuine as possible with others.

14. I tend to set and strive to reach my goals.

15. I need to feel there is a place that I can call home.

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