ความสอดคล้องระหว่างแนวคิดเกี่ยวกับตนเองและบุคลิกภาพตราสินค้าต่อการตอบสนองต่อตราสินค้าของผู้บริโภค

Abstract

The purpose of this study were to study: 1) the relationship of actual self - congruence to brand preference and purchase intention 2) the relationship of ideal self-congruence to brand preference and purchase intention and 3) the relationship of brand personality and consumer personality congruence to brand preference and purchase intention in both publicly and privately consumed product. Questionnaires were used to collect data from 400 working people aged 21-45 years old in Bangkok. Mobile phone and soap were two products used in this study to represent publicly and privately consumed product, respectively.

The results showed that

1) Self-congruence in two dimensions had significantly positive correlation with brand preference and purchase intention. When considering in details, it was found that actual self-congruence level of publicly consumed product is higher than that of privately consumed product.

2) Brand personality and consumer personality  congruence had significantly positive correlation with brand preference and purchase intention. When considering in details, it was found that brand personality and consumer personality congruence level of publicly consumed product is higher than that of privately consumed product.