Self-congruence is not everything for a brand: initial evidence supporting the relevance of identity cultivation in a college student role-identity context

Theoretical understanding of the linkage between brands and specific aspects of self remains incomplete despite a large body of relevant research. This report develops the premise of specific aspects of self (role-identities) influencing brand preferences and reports relevant effects. Findings indicate that brands apparently “similar” to one of the consumer’s role-identities may not necessarily be those with the highest indicated levels of preference. An established individual within an identity domain may indicate lower levels of preference for a brand that he/she strongly associates with this identity. Essentially, the research reported highlights the possibility of changes in brand preferences due to role-identity dynamics. Alignment between self and brand is a net positive, but may not hold at the level of specific self-concept aspects such as a role-identity. This premise is consistent with Identity Theory and Symbolic Self-Completion Theory while highlighting a disconnection between user imagery and brand preferences.