CONGRUENCE BETWEEN SELF-IMAGE AND CONSUMER’S BRAND PREFERENCES. Previous research indicates that self‐congruence is a very strong predictor of consumers’ brand preferences. Accordingly, when examining consumer behaviour, self-image, brand image and their congruity are some of the drivers which have an impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of this research is to examine the self-concept and its relation to brand preference. Data were collected through semi-structure method. The perceptions of one respondent about his own traits and brand preferences were obtained. Overall, the final results indicated that there is a strong correlation between the various aspects of ‘self’ and the brand choice across different type of brand categories. The participant buys certain products that they are similar, correspond, or increase the image he has about himself.

1. Consumer behavior
CONGRUENCE BETWEEN SELF-IMAGEAND CONSUMER’S BRAND PREFRENCES
BATOOL SAFI ALHAJJI

2. 2
Table of Contents
Introduction................................................................................................................................3
Methodology..............................................................................................................................3
Self- concept: pleasure-seeker ...................................................................................................4
Self-Image Congruence..............................................................................................................6
Conclusion .................................................................................................................................7
Reference: ..................................................................................................................................8
Appendix....................................................................................................................................9

3. 3
Introduction
Previous research indicates that self‐congruence is a very strong predictor of consumers’ brand
preferences. Accordingly, when examining consumer behaviour, self-image, brand image and
their congruity are some of the drivers which have an impact on product/brand choice, purchase
intentions, brand preference and so forth. The purpose of this research is to examine the self-
concept and its relation to brand preference. Data were collected through semi-structure method.
The perceptions of one respondent about his own traits and brand preferences were obtained.
Overall, the final results indicated that there is a strong correlation between the various aspects
of ‘self’ and the brand choice across different type of brand categories. The participant buys
certain products that they are similar, correspond, or increase the image he has about himself.
Methodology
To examine the relationship between consumer’s self-concept and his/her brand preference,a semi-
structured interview was used for purposes of data collection with a population of only one customer.
An interview guide was developed and used. Although the interviewer follows the guide, but she also
strayed from the guide when it is appropriate. To be more precise, in the guideline, the interviewer has
a section about social media. However,when the participant showed no interests in social media, the
interviewer had to move to another topic and focused more on key factors including what the
participant is interested in speaking about. probing questions were also used to gather as much
information as possible. The interview focused on informant’s personalities and lifestyles and
explored brand preferences. Before asking questions, consent form was signed and returned to the
interviewer. Then, the interviewer asked the participant warm-up and general background questions,
using the interview guide, followed by more focused questions about his pastimes, personalities and
lifestyle, including music, traveling and shopping, and explored the brand preferences. Given that the
use of semi-structured interview for data collection allow informant the freedom to express his views
in his own terms, it is considered the most useful interview format for measuring the attitudes of an
individual which, in turn, made it ideal for the current study.
To analyse and interpret the data, Spiggle’s (1994) framework was used. For analysis and
interpretation, coding methods was used. Analysis of the transcripts began by highlighting key
phrases in order to facilitate the implementation of initial coding and identify initial patterns. During
the coding process, five main elements have been addressed:what is this passage going to be called?
How is it going to be identified? Is there a contradict of the codes in the data? What is an example. To
ensure that the codes have not been misinterpreted, the data was double-checked for consistency and
validations. Accordingly, multiple labels were identified such as authentic, independent thinker,
outgoing, extrovert, chill traveller, enthusiast, seeking pleasurable experience, fun-loving, entertainer,
productive, energetic, communicator, seeking social recognition, idealistic, practical, realistic,
traditionalists and self-awareness. After reviewing, categorizing and examining these labels, by using
Spiggle’s (1994) fundamental analytical operations: abstraction and comparison, the interviewer
refered to the interview responses and observational data for insights and to find patterns. Some labels
have been deleted because either they were not supported adequately in the interview or they may
hold another stronger interpretation, including traditionalists, idealistic, productive, and practical.
Ultimately, two patterns have been identified: pleasure seeking and style-consciousness.

4. 4
To support the interpretation, Tiger’s (1992) framework for addressing pleasure issue, which
conceptualize four different types of pleasure, social, physical, psychological and ideological, was
used. This model was used throughout the interpretation as a means of structuring thought regarding
how the consumer derive pleasure from his social and psychological interactions.
Self- concept: pleasure-seeker
Our participant is keen to search for a real kick of pleasure through various consumption activities. To
be more precise, interviewee tendency to pursue pleasure is portrayed in his involvement in an
activity for its own sake. He also seeks to experience entertainment in everyday activities such as
shopping, listening to music and even in traveling. He is also defined as a style-conscious individual
through his preoccupation with his own style and his seeking an admiration of his sense of fashion.
Although the data showed, mainly, two self-concepts of the respondent, pleasure-seeker and style-
conscious, it has been noticed that pleasure seeker is the most dominant self-concept, in the sense that
his hedonic nature is reflected in his fashion sense. For this reason, he is described as a pleasure-
seeker.
Pleasure-seeker
The participant’s musical preferences are a clear indicator of his hedonic, excitement-seeking
character. For instance, his favourite music genre is rock music. He described rock music as
“energetic”. He displayed a behaviour that manifests a greater desire for sensations when asked about
his favourite Katy Perry’s song and when asked about his like of live music as opposed to recorded
one, the followings were his answer to both questions respectively:
“you just can't help but feel empowered when you listen to it. It provides a soundtrack to your
experience”
“in live music, seeing the musician perform, and being in the middle of the crowd lead to a
fuller, richer experience.You will be refreshed and energized. It is just full of fun.”
His preference of rock music, especially live music goes well beyond the type of music itself and
correlated more with their ability to produce authentic social interaction and emotional satisfaction
which lead to more pleasurable experience. According to a study conducted by Dollinger (1993, p76),
which examines the relationship between personality and music preference, demonstrates that
“Extraversion and particularly its facet excitement seeking, were expected to relate to music with
higher arousal potential”. Dollinger (1993) found that pleasure seekers tend to like hard rock music.
A further evidence of his preference of authentic social interactions can be clearly seen in his
preference of face to face communications. When he was asked about the rationale behind his dislike
of social media, his answer was as following
“I think people nowadays become too addicted to social media and there's not enough face to
face contact or interaction which is just sad.
In this regard, engaging in activities which facilitate authentic social interactions and emotional
satisfaction for the sake of pleasure could presumably fall to socio-pleasure and psycho pleasure types
of Tiger’s framework. While socio-pleasure is derived from being part of the crowd, psycho-pleasure
pertains to the pleasure which is derived from the emotional reactions engendered through the
relevant experience (Tiger, 1992)

5. 5
His tendency to seek a high level of entertainment in his everyday life was also demonstrated clearly
in his description of New York city or his dream destination:
“I like the positive vibe of the city. it is very dynamic environment which keeps you active all
the time…New York demandsto be entertained”
Again, he emphasised on the value of the leisure aspect of the travel experience which illustrates that
he will consume whatever makes him happy and entertained. He loves to be active and loves to
escape to a vibrant destination where he could meet new people and explore a new culture. He enjoys
being outdoors and has a penchant for leisure activities. His interests in learning and exploring new
culture can also be seen in his memorable travel destination, Rome. A region, which is rich with
history, active life, and crowds,excited him and make him enjoy his travel experience:
“I just liked the city and the history associated with the city…. I enjoy the whole experience
there”
This could be supported more by his response when asked about his favourite thing of traveling:
“Travel is just enjoyment,freedomand a way to explore the world”
Accordingly, the participants showed the desire to fulfil what Tiger’s framework refers to as psycho-
pleasure in pursuit of such vibrant entertainment travel experiences.
A Further evidence of his outgoing and fun-loving nature is also portrayed in his preference of in-
store shopping:
“I really like to explore the shopsphysically, I go there,search, make trial and then buy. In-
store shopping allows you to ask for help fromstore associate and to do some activities”.
He considers shopping an entertainment activity “Shopping is like fun for me” where he enjoys the
shopping experience more than the purchasing activity itself “Online shopping is not going to provide
that experience”.
In public condition, he showed high self-consciousness in accordance with his own style and fashion
sense. he has a great awareness of how he is perceived by others and is more concerned with creating
a positive image of himself in society.
“I want people to recognize me as a man of good choice.”
“I really want people appreciate my style and fashion sense”
He emphasised on the role of fashion to reflect his self-image, the impression that you convey to
others and in turn, the way in which people behave towards you.
“fashion is more like wearing what makes you look good and feel good. It tells people who
you are with one glance. It is just like a representative of people's aesthetic sense, and their
personality”.
“I believe one thing, people will look at you first and then will judge you”

6. 6
Although he evidently portrayed his style consciousness in a self-enhancing manner (good self-
image), he simultaneously wants people to perceive him as cheerful, full of fun individual when he
describes that his sense of fashion reflects has personality as “stylish cool guy”. This is a further
emphasis of the hedonic aspect of his self-image. To sum up, the respondent desire to derive pleasure
from a whole range of leisure pursuits, socially and psychologically is a potent evidence of pleasure-
seeker individual.
Self-Image Congruence
Widely speaking, a considerable literature suggests that the consumer seeks certain congruence
between the features of a brand’s image and the way his personality is presented (Belk, 1988; Sirgy,
1982). In other words, the consumer would prefer to use brands with images or personalities that are
congruent with their self-image.
In the current study, the participant brand preferences are H&M,Zara, Nike and Samsung. It is
obvious that these brands are consistent with his fun-loving and style conscious nature, given the fact
that all these brand share, primarily, the same personality as stylish, fun, easy going.
To be more precise, his fashion brands choices, H&M,Zara and Nike, are closely linked to his self-
concept, pleasure seekers and style conscious, and are used as a means of self-expression:
“I try to wear the kind of outfit which will match my personality and my style”
When he asked about the reason behind choosing the above brands, he indicated clearly that the style,
design and price are the main reasons;
“It is cheap and stylish. I think Stores like H&M allow you to have a really diverse wardrobe
without spending a lot
“Zara also have so much variety.I like their style”
“Because it has a lot of designs and colours. It is stylish and comfy.”
In response to the following questions; why we all have our own clothing preference and why do we
choose certain styles and not others, Compton (1962) examined the relationships between design and
colour preferences and personality, and concluded that people select fabric and colour to help them
conform to their image ideal-self. In this Scenario, by looking at the symbolic features,meaning and
styles of H&M,Zara and Nike, it is evident that they are combatable with participant self-concept as a
pleasure seeker. Regarding Zara and H&M,both are defined as fast fashion retailers who provide
consistently stylish and fashionable products. The style of H&M,paticulerly, full of youth in its spirit
which is quite consistent with the hedonic aspect of the participant:
“being in the middle of the crowd lead to a fuller,richer experience. You will be refreshed
and energized”
The participant preference of casualyouthful and trendy cloths that are offered by both Zara and
H&M is clear example of the consistency between the brand preferences and the self-concept of our
respondent.

7. 7
“good match between yourself and the dress you wear which I value the most”.
In relation to Nike, it is well known as the leader in athletic performance apparel and shoes. The brand
portrays itself as provocative, cool, and innovative which is again a reflective of the participant’s self-
image as “a stylish cool guy”.
As mentioned in the previous section, the participants stated clearly that he uses his fashion sense as a
legitimate way to express his personality and his style. Given that participants perceived himself as a
stylish, fun-loving person “I amconfident that I got a very good fashion sense which reflectsmy
personality”,it explains his positive attitude towards such brands.
Not only does his fashion brands choice reflects his personality, but also his electronic brands choice,
Samsung. Looking at Samsung attribute, it is regarded as brand that is trendy, cool and stylish.
“I like the ultra-cool features of Samsung phones… and also I like the sleek design of the
phone… Samsung is extremely user-friendly”.
By looking at the symbolic features of such brands, it is evident that the informant’s self-image is in
line with his brands. It is also noticed that self-congruence and brand relationship remained consistent
across different product categories; i.e. fashion and electronic products. Fournier (1998) claimed that
that the relational meanings between consumer and brands are love/passion, self- connection,
commitment, interdependence, intimacy, and brand partner quality. In the case of the interviewee, the
relationship between the participant and the brand is self-connection. Aaker et al. (2004)
conceptualized self-connection as to capture the degree to which the relationship is delivered on
centrally held identity themes (cool, fun-loving, stylish, entertainer), or helped express realand
collective selves (Pleasure-seeker). Self-connection directly reflects the degree to which the brand has
been incorporated into one's concept of self.
Conclusion
Consumers use brands’ image which they consume and possess to deliver their own perception of
their self-concept. They give their buying decisions accounting for symbolic meanings which enhance
consumers’ statue and self-worth, thus consumers choose brands projecting congruent images with
their own. Consumers' relationships with brands are not all that different than relationships with
people, including love, connection, interdependence, intimacy, and commitment. While some you
genuinely care about, others are in your life because you need them. Although many consumers claim
that they relate to brands for economic or functionality factors, there are various evidence that indicate
possessions are an important indicator of one’s sense of self. In the current study, it is indicated that
individuals who consume in a certain manner will also manifest certain common personality
characteristics,leading to prediction of consumer behaviour which, in turn, is essential to the success
of any marketing.

8. 8
Reference:
Aaker,J., Fournier, S. and BraselS.A. (2004) When good brands do bad. Journal of Consumer
Research,31 (1), pp 1-16
Belk R.W. (1988) Possessions and the extended self. Journal of Consumer Research, 15, pp 139-149
Compton, N. (1962) Personalattributes of color and design preferences in clothing fabrics. The
Journal of Psychology: Interdisciplinary and applied, 54(1), pp191-195
Dollinger, S.J.,1993. Research note:Personality and music preference:Extraversion and excitement
seeking or openness to experience?. Psychology of music, 21(1),pp73-77
Fournier, S. (1998) Consumers and their brands: Developing relationship theory in consumer
research. Journal of Consumer Research,24 (4) pp. 343-53
Sirgy, M.J. (1982) Self-concept in consumer behavior: A critical review. Journal of consumer
research,9(3), pp.287-300
Tiger, L., (1992) The pursuit of pleasure. Transaction Publishers.

9. 9
Appendix
InterviewTranscript
Name: Arif
Age: 25
Nationality: Indian
welcoming the participants and illustrate the purpose of the discussion.
1. Tell me about yourself?
My name is Arif and I am an auditor. I have completed my graduation from UCD last year
and joined the firm as an auditor from last October.
2. What do usually do in your free time?
I am a Rugby player; I play Rugby with my friends in my free time. Usually, I do have
classes on the weekends and as a result, I do not get free time quite an often, but whenever I
do, I do play Rugby.
3. Are you on Facebook? Twitter? and Instagram?
Umm, good question. I am not a social media guy to be honest. I do have a Facebook account,
but I do not check it regularly. I neither have any twitter account, nor any Instagram. But
sometimes I use snapchat to share photos with my friends.
- You said that you are not a social media guy? Is there any particular reason why?
Well, the thing is, social media is not that appealing to me. It has nothing to do with the
technology itself, I am more than comfortable with computer and internet (haha).
Personally, I think people nowadays become too addicted to social media and there's not
enough face to face contact or interaction which is just sad.
- Well, you knowmost people using social media also to followtheir favourite
celebrities or social influencers.What do you think?
Well, Sometimes I do find celebrities interesting, but most of the time I am not going to be
influenced by them or to be obsessed with them to follow them in social media. In terms of
social influencers what do you mean?
- In terms ofsocial influencers, I meant ifthere is any role model you want to follow?
I mean those who carries influence over you, you listen to them and trust their
opinion?.
I think everyone around you has some sort of social influence on you. Your family will have
one kind of social influence on your activities and behaviour, your friends and peer group will
have some different influence in your life, your job status and salary will have another level
of impact in your social surroundings. For me, it is really immaterial.

10. 10
- Could you tell me please what you mean by saying it is immaterial for you?
To be honest with you, I believe there are some of the elements people use to judge you but it
never bothered me. I want to do whatever I believe is best for me. I listen to people’s opinion,
but I myself make the ultimate decision at the end.
4. That is very interesting. Do you like listening to music?
Yes,I do. I am big fan of music. Sometimes songs get stuck in my head, so I fell that
I need to hear that particular track to fully focus either on my work or study. (haha). I listen to
the rock music most of the times. It is energetic.
- Who is your favourite signer?
I like Katy Perry,Chris Brown the most. Then I like Jennifer Lopez and Lady gaga.
- Why Katy and Chris?
Umm (thinking) the reason to choose them? I don’t know to be honest, I like their voice
and the way they sing. Another thing I must mention whoever the singer is or whatever
the song they sing, the lyrics and the music is most important for me.
-Which Katy Perry song is your favourite?
It's super hard to pick my most favourite Katy Perry song, because there's so many great
ones. Umm I’d say my favourite Katy Parry song is Firework, it's super catchy,the lyrics
are absolutely amazing, and you just can't help but feel empowered when you listen to it
(excited). It provides a soundtrack to your experience. I can't stop listening to this song. It
is on my phone too. Have you listened to it?
- No, unfortunately not, could you tell me more about this song?
This song is amazing. Its lyrics are so motivational. it has a fantastic rock vibe which
makes me happy. It's an awesome song to listen to.
- Interesting, I should defiantly listen to that one, since we are speaking about
recording music what do you like most live music or recorded music?
I always like live music. I have attended many of the live music events in Aviva stadium,
Croke Park.
- Why do you like live music?
Live music is something different than the recorded one. Recorded music is massively
edited and tweaked, but in live music, seeing the musician perform, and being in the
middle of the crowd lead to a fuller, richer experience. You will be refreshed and
energized .It is just full of fun.
- Have you recently attended live concert?
I attended the NYF Dublin very recently on last October which was amazing. Apart from
that, as I mentioned, I have attended many of the live music events when I was in college.
5. Nowlet’s speak a little bit about travelling, do you like to travel?

11. 11
Yes,of course
- What is your most memorable travel experience?
My most memorable travel experience was Rome.
Could you tell me more please?
I just liked the city and the history associated with the city. It was March 2016 when I
went there and it was pretty warm which was another reason to like the city. I liked the
Coliseum and Vatican City the most.I enjoy the whole experience there.
- What is your favourite thing about travelling?
My favourite thing about travelling is to meet new people. You get to know the world as
it really is. You read history in book, but if you travel, you experience it and explore it
which makes the difference. Travel is just enjoyment, freedom and a way to explore the
world.
- Where are you planning to travel to for your next vacation?
I have booked my next holiday to NY in August. I am doing ACA exam beside my job
and I have exam coming up in June, I will then prepare myself for that trip.
- Have you been in NYbefore?
No, NY is always a dream destination to me. After completing my bachelors, I went to USA
for one year and I stayed at California but I always wanted to stay in NY. I like the positive
vibe of the city. it is very dynamic environment which keeps you active all the time and
where you find every kind of music, dance,art, and cultures. New York demands to be
entertained (hahah).
6. Oh that is interesting. NowI want to talk about shopping, first ofall do you like
shopping?
Yes,I do. I do shopping in H&M and Zara mostly for the clothing, Nike for shoes. Shopping
is like fun for me and I also take it to represent my sense of style and fashion to other people.
- What do you mean by saying it represents your sense ofstyle? Could you elaborate
more please?
Yeah of course,I believe one thing, people will look at you first and then will judge you.
It’s like in the interview situation; there is a saying that first impression is the long-lasting
impression. So, I try to wear the kind of outfit which will match my personality and my
style. I don’t like showing off but I want people to recognize me as a man of good choice.
7. You said that you want people to recognize you as a man of good choice,well, do you
concern what others think about you?
Very much, I really want people appreciate my style and fashion sense. No matter how
expensive clothes I wear,but it is really important that how well I look like.
8. Will you be concern that if you buy private label brands, it may negatively affect what
others think ofyou?

12. 12
Look, I am confident that I got a very good fashion sense which reflects my personality. People
around me like my dressing style and they express that to me too. So, I believe private label brand
or premium brand is not the most important thing for me, it is the good match between yourself
and the dress you wear which I value the most.
- What do you mean by saying reflects your personality?
As a stylish cool guy (haha).
9. Where do you often go shopping?
Umm, it depends on many things. Mostly depends on the availability of cash (haha),my
mood and sometimes the necessity.
- You said that you shop in H&M and Zara for cloths, is there any particular reason
why?
It is cheap and stylish. I think Stores like H&M allow you to have a really diverse
wardrobe without spending a lot. I can really only think of a handful of stores that are
stylish, fairly equal price to H&M. Zara also have so much variety. I like their style and I
go there sometimes but I do prefer H&M styles.
- So, do you like to keep up with fashion trend?
Umm, I would not say that I like keeping up with trend. For me, fashion is more like
wearing what makes you look good and feelgood. It tells people who you are with one
glance. It is just like a representative of your aesthetic sense,and your personality.
- What about Nike, why do you prefer it?
Because it has a lot of designs and colours. It is stylish and comfy.
- Do you think that shopping is a good way to spend time with your family?
I usually go to shopping alone, so I have no idea if that is a good option to spend time
with family. But I am not sure if I have to do shopping with my future family.
10. What is your most recent large purchase?
I have bought a Samsung camera very recently in the Christmas time which is my largest
purchase so far.
11. Is there any particular reason why you bought this product?
There are two reasons. First of all I like photography; secondly, I am planning to visit NY
soon, so I decided to get a good grip into photography before that trip.
12. Is there anyone who influences you to buy this product?
To be honest, I really wanted to buy camera from last July 2016 but there was a Christmas
promotion went on in December which was a deciding factor for that. I bought Samsung
camera.
13. What criteria do you use when you make large purchase?
Umm, it should be the brand, functionality of the product, definitely price discounts (haha)
and the longevity of the product.

13. 13
- Do you think it is important to get the cheapest price when purchasing a product?
Not necessarily, it depends on what kind of product I am buying. As I said, if I am looking for
something which has greater longevity, then I will look for the quality not for the price. I am
not a brand freak person; I do like to buy on the basis of necessity and on the basis of
likability.
- Do you mean that high quality is important to you?
Quality is always important. I know finding the best quality with more affordable price can be
a bit tricky. However,thanks to brands such as H&M, Zara among others now you can
express yourself while keeping your wallet happy (haha).
- So, Do you compare the prices ofa couple ofproducts which are different brands
before you buy it?
Yes,I always do that. Whenever I need to buy anything, the first thing I do is recognizing
what functionality I actually need from that product and what are the brands which will serve
my purpose. Yes,brand is definitely a very important factor to consider but the brand which
will provide me with what I want, I will go for that.
14. Do you often seek out information about newproducts and brands?
Sometimes, but most of the time I know what I need and, so I go to the shop to search for that
product. In terms of shopping, I am not an online shopping guy, I prefer in-store shopping.
- You said you are not on online shopping guy, Why?
First I must confess that online shopping saves time and effort but I really like to explore
the shops physically, I go there, search,make trial and then buy. Besides In-store
shopping allows you to ask for help from store associate and to do some activities (haha),
Online shopping is not going to provide that experience.
- I like your phone case
- Oh thanks, it is a gift. To be honest I really do not want to use a case,I use it only to
protect my phone because I always drop it (haha), I think cases add more bulk to the
phone and cover up the design of the phone.
- I see that you have Samsung, do you like Samsung phones?
Yeah I bought it last year, I like ultra-cool features of Samsung phones, the camera,
Google play store, the expandable memory and also I like the sleek design of the phone.
So, personally, I think Samsung is extremely user-friendly.
- Is there any this else you want to tell me?
No, I do not think so
That is the end ofthe interview, ifyou have anything you want to share you are more than
welcome.Thank you so much Ariffor your time and participation

14. 14