Self-Brand Image Congruence Measurement: a New Method

Piya Ngamcharoenmongkol, NIDA Business School, Thailand
Margaret Hogg, Lancaster University Management School, UK
This exploratory research examines the congruencies between different aspects of self-image and different brand image perceptions. A newly developed method using a direct with a non-dimension-based approach (Marker Placement tasks using Dartboards) is proposed and used to measure the degree of self-brand image congruence directly, holistically, and graphically.
[ to cite ]:
Piya Ngamcharoenmongkol and Margaret Hogg (2014) ,"Self-Brand Image Congruence Measurement: a New Method", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 801-801.