Методичне забезпечення оцінювання багатовимірного впливу іміджу брендів виробів та послуг на власний образ споживача (Methods for direct multidimensional measurement of the brand influence on the consumer's self-concept)
Journal Title: Організаційна психологія. Економічна психологія - Year 2016, Vol 2, Issue 2
Abstract
The article discusses the main assumptions of the self-congruity theory, the most important self-evaluation motives realized in the process of self-image comparisons, the current methods of measuring congruence and disadvantages of previously used tools. The paper presents a new methodology for multidimensional measuring of the brand inluence on the self-concept developed on the basis of consumer studies in Poland. Based on the results of sample 652 people aged from 13 to 83 years (mean 37,2) we established the following dimensions perceived changes in self-image of Polish consumers: incompetent vs. competent, authority vs. loss authority in the eyes of friends, extravagant vs. cost-effective, uncaring vs. caring about health, submission vs. resistance to persuasion, vulgarity vs. originality, low vs. high social status, low vs. high social attractiveness. Developed scales on the basis of the extracted dimensions to measure consciously perceived changes in consumer self-image as a result of purchasing of a certain brand achieved satisfactory indices of internal reliability. The article presents and adaptation of two developed questionnaires (for product and services respectively) into Ukrainian. We discuss the advantages and disadvantages of the developed questionnaires and prospects for future research on self-congruity.
Authors and Affiliations
Oleg Gorbanyuk, Olena Kuts
Keywords
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