Brand personality, self-congruity, and preference: A knowledge structures approach

Russell Branaghan, Emily A. Hildebrand

Research output: Contribution to journalArticlepeer-review

47 Scopus citations


Using the construct of brand personality to measure automobile and soft drink personalities, two studies represented self-congruity by combining brands and the self-image into Pathfinder associative networks (Schvaneveldt et al., 1989). Self-congruity, the number of links between the self and each brand, was predictive of preference and ideal brand. Because brand personality and self-image are knowledge structures, and facets of brand personality also describe the self, self-congruity can be represented and measured in networks. This approach could be helpful to marketers studying how the self is related to each brand and how brands interrelate.

Original languageEnglish (US)
Pages (from-to)304-312
Number of pages9
JournalJournal of Consumer Behaviour
Issue number5
StatePublished - Sep 2011

ASJC Scopus subject areas

  • Social Psychology
  • Applied Psychology


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