Presenting a Model of Consumer–Brand Relationships Based on Self-Congruity in Popular Consumer Products
Subject Areas :Kambiz Heidarzadeh Hanzaee 1 , Kambiz Behzadnejad 2 , Mehdi Naeimi Nezamabad 3
1 - Associate Professor, Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, Iran.
2 - PhD Student, Department of Business Management, Aliabad Katoul Branch, Islamic Azad University, Golestan, Iran
3 - Assistant Professor, Department of Business Management, Aliabad Katoul Branch, Islamic Azad University, Golestan, Iran
Keywords: Perceived Value, Self-Concept, Narcissism, Brand Love, Need for Uniqueness ,
Abstract :
Understanding consumer behavior has become increasingly critical for businesses in today's competitive market. Among the various factors influencing purchasing decisions, psychological elements play a central role in shaping consumers’ perceptions of products and brands. As consumers grow more informed and discerning, identifying and interpreting subtle behavioral patterns has become essential for brand success. This qualitative study aims to propose a theoretical model of consumer–brand relationships based on self-congruity theory in the context of popular consumer goods. Utilizing the classical grounded theory approach, data were collected through semi-structured interviews with 22 participants who regularly consume popular personal and general-use products. Participants were selected via purposive sampling until theoretical saturation was achieved. The collected data were analyzed using three-stage coding procedures aligned with classical grounded theory principles. The findings reveal that perceived value —comprising self-expressive, social, emotional, and aesthetic dimensions—and consumer love for brands —manifested through brand intimacy, brand passion, and brand commitment—are significantly influenced by consumers' independent self-concepts (e.g., self-realization, emotional compatibility, physical appearance) and interdependent self-concepts (e.g., social self, family self, autonomous self). Moreover, the study shows that consumer self-concept is shaped by the degree of narcissistic traits—including agency, self-sufficiency, superiority, and entitlement—as well as the individual’s need for uniqueness , which includes creative choice, avoidance of similarity, and preference for unconventional options.
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