Self-branding Based On Self-congruity Theory
The above explanation for self-branding can be summarized by Sirgy’s self-congruity theory. It is proposed that consumer behavior is partially determined by the similarity between consumers’ psychological comparisons of the brand-user-image. This self-congruity affects consumption behavior of consumers through motives such as need for self-consistency (e.g. I am a good student because I work hard to prepare for examinations and I always get good grades) and self-esteem. On the other hand, high self-congruity occurs when the consumers find appropriate match between their own self-image and the brand-image. Only high self-congruity would help consumers maintain and enhance self in a positive direction. Further from the above notions, high self-congruity will lead to positive attitudes towards the brand and repeated purchase
Read more about this topic: Self Brand, Formation of Self-brand Connections
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