AUTO CONGRUÊNCIA: A PREFERÊNCIA DE MARCA COMO UMA FUNÇÃO DO EU
Palavras-chave:
Auto Congruência, Marcas, Bens de consumoResumo
A teoria da auto congruência postula que os consumidores são impulsionados a consumir marcas mais condizentes com suas auto percepções, de modo a suprir uma necessidade simbólica e não somente funcional no consumo. Baseado nesta premissa, o presente artigo visa analisar a relação entre a influência da auto congruência e do valor percebido na preferência de marca. Os resultados, ainda que em amostra de conveniência, sugerem que a preferência de marca está mais vinculada à congruência do que ao valor percebido.
Referências
AAKER, D. Personalidade de Marca. In: Criando e Administrando Marcas de Sucesso. São Paulo: Editora Futura, 1999. p. 153–193.
AAKER, D. A.; SHANSBY, J. G. Positioning your product. Business Horizons, 1982.
AAKER, J. L. Dimensions of brand personality. Journal of Marketing Research, 1997.
AAKER, J. L.; BENET-MARTÍNEZ, V.; GAROLERA, J. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 2001.
ANSARY, A.; NIK HASHIM, N. M. H. Brand image and equity: the mediating role of brand equity drivers and moderating effects of product type and word of mouth. Review of Managerial Science, v. 12, n. 4, p. 969–1002, 2018.
BATRA, R.; HOMER, P. M. The situational impact of brand image beliefs. Journal of Consumer Psychology, v. 14, n. 3, p. 318–330, 2004.
BELCH, G. E. BELIEF SYSTEMS AND THE DIFFERENTIAL ROLE OF THE SELF-CONCEPT. Advances in Consumer Research, 1978.
BIEL, A. The Brandscape: Converting Brand Image Into Equity. Admap, v. 26, n. October, p. 41- 46 ST- The Brandscape: Converting Brand Image, 1993.
BOSNJAK, M.; BOCHMANN, V.; HUFSCHMIDT, T. Dimensions of brand personality attributions: A person-centric approach in the German cultural context. Social Behavior and Personality, 2007.
BOZBAY, Z.; OZKAN, E. The Effect of Brand Personality on Consumers ’ Brand Preference : The Mediating Role of Self-Expressive Value of Brand. International Congress of Management Economy and Policy, p. 3536–3553, 2016.
CAST, A. D.; BURKE, P. J. A theory of self-esteemSocial Forces, 2002.
CHU, S. C.; SUNG, Y. Brand personality dimensions in China. Journal of Marketing Communications, 2011.
DEMO, G. et al. Credibility, audacity and joy: Brand personalities that connect users to social media. BAR - Brazilian Administration Review, v. 15, n. 4, p. 1–20, 2018.
DICHTER, E. What’s In An ImageJournal of Consumer Marketing, 1985.
DOLICH, I. J. Congruence Relationships between Self Images and Product Brands. Journal of Marketing Research, 1969.
GARDNER, B. B.; LEVY, S. J. The Product and the Brand. Brands, Consumers, Symbols, & Research Brands, consumers, symbols, & research, p. 131–140, 2012.
GRUBB, E. L.; GRATHWOHL, H. L. Consumer Self-Concept, Symbolism and Market Behavior: A Theoretical Approach. Journal of Marketing, 1967.
HELGESON, J. G.; SUPPHELLEN, M. A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 2004.
KELLER, K. L. Conceptualizing, Measuring, and Managing Customer-Based Brand Equity. Journal of Marketing, 1993.
LANDON, JR., E. L. Self Concept, Ideal Self Concept, and Consumer Purchase Intentions. Journal of Consumer Research, 1974.
LEVY, S. J. Symbols for Sale. In: Brands, Consumers, Symbols, & Research Brands, consumers, symbols, & research. [s.l: s.n.].
MUNIZ, K. M.; MARCHETTI, R. Dimensões da personalidade de marca: análise da adequação da escala de Aaker (1997) ao contexto brasileiro. Anapad, 2003.
NOBRE, H. M.; BECKER, K.; BRITO, C. Brand Relationships: A Personality-Based Approach. Journal of Service Science and Management, 2010.
O’BRIEN, T. V.; TAPIA, H. S.; BROWN, T. L. The self-concept in buyer behavior. Business Horizons, 1977.
PARK, C. W.; JAWORSKI, B. J.; MACLNNIS, D. J. Strategic Brand Concept-Image Management. Journal of Marketing, v. 50, n. 4, p. 135, 1986.
PARK, S. Congruence between Brand Personality and Self-Image , and the Mediating Roles of Satisfaction and Consumer-Brand Relationship on Brand Loyalty.
PARKER, B. T. A comparison of brand personality and brand user-imagery congruence. Journal of Consumer Marketing, 2009.
PLUMMER JOSEPH. How personality Makes a Difference. Journal of Advertising Research, 1985.
ROTH, M. S. The Effects of Culture and Socioeconomics on the Performance of Global Brand Image Strategies. Journal of Marketing Research, v. 32, n. 2, p. 163, 1995.
SIRGY, M. J. Self-Concept in Consumer Behavior: A Critical Review. Journal of Consumer Research, v. 9, n. 3, p. 287, 1982.
SIRGY, M. J. Using self-congruity and ideal congruity to predict purchase motivation. Journal of Business Research, 1985.
SIRGY, M. J. Self-congruity theory in consumer behavior: A little history. Journal of Global Scholars of Marketing Science, 2018.
ȚICHINDELEAN, M.; BECA, M.-T. HOW BRAND PERSONALITY INFLUENCES CONSUMER’S BRAND PREFERENCE. Bulletin of Taras Shevchenko National University of Kyiv Economics, 2015.
ZHANG, Y. The Impact of Brand Image on Consumer Behavior: A Literature Review. Open Journal of Business and Management, v. 03, n. 01, p. 58–62, 2015.
