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ISSN : 1229-8778
This study examined the effect of self-congruency and self-monitoring on brand preference. The results showed the main effect of self-congruence and the interaction effect between self-congruence and self-monitoring. These results suggest that consumers prefer the brands that are congruent with their own image, regardless of product categories. Particularly, high self-monitoring consumers are more likely to show brand preference or loyalty than low self-monitoring consumers when brand personality is congruent with their own image. Therefore, marketers or brand managers have to concentrate their focus towards high self-monitoring group for brand management.
(2001) 브랜드 개성과 자아이미지의 일치성이 브랜드 태도에 미치는 영향에 관한 연구,
(1996) 인지욕구, 자기감시 및 사용상황이 소비자 정보획득 과정에 미치는 영향,
(2002) 한국형 브랜드성격 척도개발과 타당화에 관한 연구,
(1999) 브랜드 개성이 소비자-브랜드 관계의 질적 차원에 미치는 영향에 관한 연구-소비자의 Self-monitering을 중심으로, 서울대학교
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