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Situational Self-Image: A Symbolic Interactionism Approach to Brand-Image/Self-Image Congruency

The situational self-image, which recognizes the affect of situational influences, particularly social roles, was the specific topic of investigation of this study. It has generally been hypothesized in marketing literature that consumers will purchase the brand with the image most congruent with the consumers' self-image. Symbolic Interactionism, a field of study in sociology, provides the theoretical foundations for the construct situational self-image. Realization of the relationship between the situational self-consciousness and involvement was also investigated.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc330931
Date05 1900
CreatorsHildebrand, Peggy Shields
ContributorsCoe, Barbara J., Starling, Jack, Benson, Leonard G.
PublisherNorth Texas State University
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatvi, 143 leaves, Text
RightsPublic, Hildebrand, Peggy Shields, Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved.

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