Image Congruence and Attitudes Toward Private Brands

ABSTRACT - Focusing on three types of image congruence surrounding private brands, this study explores their relationships with and effects on attitudes toward private brands. According to results; (1) private brands’ images need to be created and maintained as target customers want, (2) product categories similar in image to their stores should be included in private brands, (3) retailers have to improve consumer attitudes toward stores by making their store images similar to consumers’ self images, and (4) retailers need to change value-oriented strategies for their private brands with quality-oriented strategies.


Dongdae Lee (2004) ,"Image Congruence and Attitudes Toward Private Brands", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 435-441.


Dongdae Lee, Tongmyung University of Information Technology


NA - Advances in Consumer Research Volume 31 | 2004

Share Proceeding

Featured papers

See More


How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More


P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, USA

Read More


C3. Using Goal Theory to Promote Habit Formation During and After a Bike-to-Work Campaign

Bettina Rebekka Höchli, University of Bern
Claude Messner, University of Bern
Adrian Brügger, University of Bern

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.