Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency

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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 the situational self-consciousness and involvement was also investigated.

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vi, 143 leaves

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Hildebrand, Peggy Shields May 1987.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 93 times , with 12 in the last month . More information about this dissertation can be viewed below.

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  • Hildebrand, Peggy Shields

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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 the situational self-consciousness and involvement was also investigated.

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vi, 143 leaves

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UNT Theses and Dissertations

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  • May 1987

Added to The UNT Digital Library

  • Aug. 22, 2014, 6 p.m.

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  • March 21, 2016, 1:15 p.m.

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Citations, Rights, Re-Use

Hildebrand, Peggy Shields. Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency, dissertation, May 1987; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc330931/: accessed August 17, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .