Using promotional messages to manage the effects of brand and self-image on brand evaluations

Argues that the degree of congruence (similarity) between a brand's image and a consumer's self-image (self-concept) can have significant effects on consumers' brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects of brand and self-image on consumers' brand evaluations. The effects of brand image can be magnified by using promotional messages that encourage consumers to think about their own self-image while evaluating a brand. Results also suggest that consumers who have self-images similar to a brand's image are more persuaded by advertisements encouraging them to think about their own self-image, whereas consumers who have self-images different from a brand's image are more persuaded by advertisements encouraging them to think about only functional product quality.