The connection between self-image congruence and brand preference for store brands: a study in Portugal

Abstract

When examining consumer behavior, self-image, brand image and their congruity are some of the drivers. Past research assumed and then successfully proved these concepts to impact on product/brand choice, purchase intentions, brand preference and so forth. The purpose of the research is to study the self-concept and its relation to brand preference. A comparison will be made between store brands PingoDoce and Continente. Data were collected through survey method. The perceptions of 34 respondents about their own traits, the traits of a typical consumer of the store brandand brand preference for them were obtained. Examinations were made regarding the relationships between variables mentioned above. The findings suggest there are no significant differences between how store brands Continente and PingoDoce are perceived by consumers according the attribute ratings. Brand preference was very similar for both brands, which did not allow the test of whether the individual will prefer a brand which is perceived by him to be more rather than less similar to his own self-concept.