COMPARATIVE IMPACT OF DIFFERENT DOMAINS OF SELF-CONCEPT ON CONSUMERS' BRAND SELECTION DECISION

被引：0

作者：

Mir, Imran Anwar ^{[1
]}

Zafar, Mohsin ^{[1
]}

Athar, Muhammad Razzaq ^{[2
]}

机构：

[1] Iqra Univ, Islamabad, Pakistan

[2] UIMS PMAS Univ Arid Agr, Rawalpindi, Pakistan

来源：

ACTUAL PROBLEMS OF ECONOMICS | 2012年 / 130期

关键词：

self-concept; congruity; brand selection; PERSONALITY; ATTACHMENT; VALIDITY;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

To be seen unique from others, express inner self, and enhance private and public image, individuals choose such brands, which are in line with their self-concept. This study examined the comparative influence of 4 domains of self-concept, i.e. actual, ideal, social and ideal social self-concepts on the consumers brand selection purchase decision in apparel category. Results reveal some new consumer insights, which have important implications for practitioners.

引用

页码：126 / 131

页数：6

共 33 条

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