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Journal cover: Journal of Consumer Marketing

Journal of Consumer Marketing

ISSN: 0736-3761

Online from: 1984

Subject Area: Marketing

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SELF-CONCEPT AND IMAGE CONGRUENCE: SOME RESEARCH AND MANAGERIAL IMPLICATIONS


Document Information:
Title:SELF-CONCEPT AND IMAGE CONGRUENCE: SOME RESEARCH AND MANAGERIAL IMPLICATIONS
Author(s):Sak Onkvisit, (Associate professor marketing in the College of Business Administration, San Jose State University), John Shaw, (Associate professor of marketing at Providence College)
Citation:Sak Onkvisit, John Shaw, (1987) "SELF-CONCEPT AND IMAGE CONGRUENCE: SOME RESEARCH AND MANAGERIAL IMPLICATIONS", Journal of Consumer Marketing, Vol. 4 Iss: 1, pp.13 - 23
Article type:General review
DOI:10.1108/eb008185 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:Self-concept, despite its marketing relevance, has been overshadowed by other psychological concepts. The self-concept is, however, significant and relevant to the study of consumer behavior because many purchases made by consumers are directly influenced by the image an individual has of himself. A fundamental question involves the process of the formation of the self-concept. Several distinct qualities exist within the self-concept, and once the self-concept is established, these have a bearing upon the individual's behavior and his relationship with his objective, subjective, social, and ideal self. For marketers, an understanding of the self-concept and self-image can provide the means for developing more effective marketing programs. Consistency and congruence also play an important part in establishing the relationship between the self-concept, the individual's image, and final purchase behavior. Other factors also play a part in the process and, in some situations, misunderstandings about their importance can result in less than effective marketing efforts. Careful research and analysis of the relevant factors affecting the self-concept and their effect on purchase behavior can make for more effective market strategic planning. This article examines the various issues related to the marketing applicability of the self-concept and discusses its implications in terms of research and market strategic planning.


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