Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency
Description:
The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between…
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Date:
May 1987
Creator:
Hildebrand, Peggy Shields
Partner:
UNT Libraries