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

Maria Karampela; Angela Tregear; Jake Ansell

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

Maria Karampela, Angela Tregear, Jake Ansell

Marketing

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	539-540
Number of pages	2
Journal	Advances in Consumer Research
Volume	42
Publication status	Published - Oct 2014

Keywords

self-brand alignment
consumer behaviour
complementarity

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Cite this

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

abstract = "This study reveals for the first time the existence of a complementarity or {\textquoteleft}opposites attract{\textquoteright} 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.",

keywords = "self-brand alignment, consumer behaviour, complementarity",

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journal = "Advances in Consumer Research",

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AU - Tregear, Angela

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N2 - 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.

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 - consumer behaviour

KW - complementarity

UR - http://www.acrwebsite.org/volumes/v42/acr_v42_17377.pdf

M3 - Article

SN - 0098-9258

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SP - 539

EP - 540

JO - Advances in Consumer Research

JF - Advances in Consumer Research

ER -

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

Abstract

Keywords

UN SDGs

Other files and links

Fingerprint

An investigation of patterns of self-brand personality alignment (PhD Research Funding Award: Principal's Career Development Scholarship, University of Edinburgh)

Cite this

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

Abstract

Keywords

UN SDGs

Other files and links

Fingerprint

Projects

An investigation of patterns of self-brand personality alignment (PhD Research Funding Award: Principal's Career Development Scholarship, University of Edinburgh)

Cite this