Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 573-585 |
| Number of pages | 13 |
| Journal | Psychology and Marketing |
| Volume | 35 |
| Issue number | 8 |
| Early online date | 13 May 2018 |
| DOIs | |
| Publication status | Published - 31 Aug 2018 |
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Keywords
- self-brand congruence
- brand personality
- interpersonal attraction
- complementarity
- social exchange theory
- brand choice
Cite this
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When opposites attract? Exploring the existence of complementarity in self-brand congruence processes. / Karampela, Maria; Tregear, Angela; Ansell, Jonathan; Dunnett, Susan .
In: Psychology and Marketing, Vol. 35, No. 8, 31.08.2018, p. 573-585.Research output: Contribution to journal › Article
TY - JOUR
T1 - When opposites attract? Exploring the existence of complementarity in self-brand congruence processes
AU - Karampela, Maria
AU - Tregear, Angela
AU - Ansell, Jonathan
AU - Dunnett, Susan
PY - 2018/8/31
Y1 - 2018/8/31
N2 - In the psychology of human interpersonal attraction, complementarity is a well-recognized phenomenon, where individuals are attracted to partners with different but complementary traits to their own. Although scholarship in human-brand relations draws heavily from interpersonal attraction theory, preferred techniques for measuring self-brand congruence tend to capture it in only one form: the similarity configuration, which expresses the extent to which brand traits essentially resemble or mirror a consumer’s own. Hence, the aim of this study is to explore, for the first time, the existence of complementarity in self-brand congruence. From a canonical correlation analysis of survey data in which respondents rated their own personality traits and those of their favorite brand, the existence of both similarity and complementarity configurations is indeed revealed. Based on this, the study then derives a measure of self-brand congruence that captures both configurations, and tests its predictive power for a range of brand-related outcomes. The new measure is found to perform well against existing measures of self-brand congruence based purely on a similarity configuration, particularly for emotionally based brand-related outcomes.
AB - In the psychology of human interpersonal attraction, complementarity is a well-recognized phenomenon, where individuals are attracted to partners with different but complementary traits to their own. Although scholarship in human-brand relations draws heavily from interpersonal attraction theory, preferred techniques for measuring self-brand congruence tend to capture it in only one form: the similarity configuration, which expresses the extent to which brand traits essentially resemble or mirror a consumer’s own. Hence, the aim of this study is to explore, for the first time, the existence of complementarity in self-brand congruence. From a canonical correlation analysis of survey data in which respondents rated their own personality traits and those of their favorite brand, the existence of both similarity and complementarity configurations is indeed revealed. Based on this, the study then derives a measure of self-brand congruence that captures both configurations, and tests its predictive power for a range of brand-related outcomes. The new measure is found to perform well against existing measures of self-brand congruence based purely on a similarity configuration, particularly for emotionally based brand-related outcomes.
KW - self-brand congruence
KW - brand personality
KW - interpersonal attraction
KW - complementarity
KW - social exchange theory
KW - brand choice
UR - https://onlinelibrary.wiley.com/loi/15206793
U2 - 10.1002/mar.21107
DO - 10.1002/mar.21107
M3 - Article
VL - 35
SP - 573
EP - 585
JO - Psychology and Marketing
JF - Psychology and Marketing
SN - 0742-6046
IS - 8
ER -