When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment

Maria Karampela, Angela Tregear, Jake Ansell

Research output: Contribution to conferencePaper

Abstract

This study reveals for the first time the existence of a complementarity or 'opposites attract' configuration in self-brand alignment. It also devises an original technique for incorporating complementarity configuration into an alignment measure. Tests reveal the measure compares favourably with existing self-congruence measures in terms of predicting behavioural outcomes.

Conference

ConferenceAssociation for Consumer Research Conference (ACR 2014)
CountryUnited Kingdom
CityBaltimore
Period23/10/1426/10/14

Fingerprint

Complementarity
Brand personality
Alignment
Congruence

Keywords

  • self-brand alignment
  • complementarity
  • consumer behaviour

Cite this

Karampela, M., Tregear, A., & Ansell, J. (2014). When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment. Paper presented at Association for Consumer Research Conference (ACR 2014), Baltimore, United Kingdom.
Karampela, Maria ; Tregear, Angela ; Ansell, Jake. / When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment. Paper presented at Association for Consumer Research Conference (ACR 2014), Baltimore, United Kingdom.
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Karampela, M, Tregear, A & Ansell, J 2014, 'When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment' Paper presented at Association for Consumer Research Conference (ACR 2014), Baltimore, United Kingdom, 23/10/14 - 26/10/14, .

When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment. / Karampela, Maria; Tregear, Angela; Ansell, Jake.

2014. Paper presented at Association for Consumer Research Conference (ACR 2014), Baltimore, United Kingdom.

Research output: Contribution to conferencePaper

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T2 - incorporating trait complementarity into the measurement of self-brand personality alignment

AU - Karampela, Maria

AU - Tregear, Angela

AU - Ansell, Jake

PY - 2014/10

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AB - This study reveals for the first time the existence of a complementarity or 'opposites attract' configuration in self-brand alignment. It also devises an original technique for incorporating complementarity configuration into an alignment measure. Tests reveal the measure compares favourably with existing self-congruence measures in terms of predicting behavioural outcomes.

KW - self-brand alignment

KW - complementarity

KW - consumer behaviour

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M3 - Paper

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Karampela M, Tregear A, Ansell J. When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment. 2014. Paper presented at Association for Consumer Research Conference (ACR 2014), Baltimore, United Kingdom.