The Relationnship Between Self-Concept Congruity, Brand Preference And Purchase Intention

It has been studied and confirmed that the congruity of self-concept and brand image(use "self-congruity" for short) have positive influence on consumers’ decision making. Knowing about consumers and having obvious brand-image are more important in goods merchandising today, so it will never be out to study on self-congruity. Although there are lots of studies on self-congruity, most of them used the same method to classify the type of self-congruity, which was based on the self-concpet structure. This passage tried to use two different methods to classify self-congruity, one was based on the brand image framework, which is called "dimensional self-congruity", and the other is based on the score of self-concept and brand image, which is called "positive/negative self-congruity".Significative research must be based on reality and applied to reality. This research chose Lining Sports as brand to be studied because:on one hand, it is well-known and widely used in China; on the other hand, its market share is decreasing and will be surpassed by foreign brands and domestic brands on the same level. This passage invested the influence of self-congruity on brand preference and purchase intention to solve the problem of lacking obvious brand image for Lining Sports.By using "Question Star" on Internet and paper questionnaire, the study got275samples. We studied the influence of two types of self-congruity on brand preference and purchase intention, and invested the mediating effect of brand preference. Finally we got three conclusion:(1)dimensional self-congruity has positive influence on brand preference and purchase intention;(2)positive/negative self-congruity has positive influence on brand preference and purchase intention too, but positive self-congruity has more positive influence on brand preference and negative self-congruity has more positive influence on purchase intention;(3)brand preference has significant mediating effect on dimensional self-congruity and positive/negative self-congruity. Based on these conclusions, this passage gave some advice on brand orientation and marketing strategy for Lining Sports.