A conceptual and measurement comparison of self-congruity and brand personality

James G Helgeson and Magne Supphellen

The symbolic effect of brands has often been studied via two constructs: selfcongruity and brand personality.
  

A Conceptual And Measurement Comparison Of Self-Congruity And Brand Personality

The impact of socially desirable responding

James G. Helgeson Gonzaga UniversityMagne Supphellen Norwegian School of Economics and Business Administration

Introduction

Brands provide different types of benefits to consumers. Often a major distinction is made between three basic categories of benefits: (1) functional, (2) experiential, and (3) symbolic brand benefits (Park et al. 1986; Keller 1993, 1998). Functional benefits refer to the problem-solving capacity of a brand (e.g. Colgate removes stains). Experiential benefits have to do with the sensory pleasure (e.g. the taste of a...

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