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

Maria Karampela, Angela Tregear, Jake Ansell

Research output: Contribution to journalArticle

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.
LanguageEnglish
Pages539-540
Number of pages2
JournalAdvances in Consumer Research
Volume42
Publication statusPublished - Oct 2014

Fingerprint

Personality
Complementarity
Brand personality
Alignment
Congruence

Keywords

  • self-brand alignment
  • consumer behaviour
  • complementarity

Cite this

@article{384bc14ffb08408d98ae6d8bc6b85342,
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 ‘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.",
keywords = "self-brand alignment, consumer behaviour, complementarity",
author = "Maria Karampela and Angela Tregear and Jake Ansell",
year = "2014",
month = "10",
language = "English",
volume = "42",
pages = "539--540",
journal = "Advances in Consumer Research",
issn = "0098-9258",
publisher = "Sheridan Books",

}

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

In: Advances in Consumer Research, Vol. 42, 10.2014, p. 539-540.

Research output: Contribution to journalArticle

TY - JOUR

T1 - When opposites attract: incorporating trait complementarity into the measurement of self-brand personality alignment

AU - Karampela, Maria

AU - Tregear, Angela

AU - Ansell, Jake

PY - 2014/10

Y1 - 2014/10

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

VL - 42

SP - 539

EP - 540

JO - Advances in Consumer Research

T2 - Advances in Consumer Research

JF - Advances in Consumer Research

SN - 0098-9258

ER -