Self-Brand Image Congruence Measurement: a New Method

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 801-801.


Piya Ngamcharoenmongkol, NIDA Business School, Thailand
Margaret Hogg, Lancaster University Management School, UK


NA - Advances in Consumer Research Volume 42 | 2014

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