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Cited by 1,324

The DOI matches its Crossref record; 23 of the 23 references it cites were found in a registry or an index.

Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self

Malär, Lucia, Krohmer, Harley, Hoyer, Wayne D., Nyffenegger, Bettina·2011·Journal of Marketing
DOI 10.1509/jmkg.75.4.35
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Abstract

Creating emotional brand attachment is a key branding issue in today's marketing world. One way to accomplish this is to match the brand's personality with the consumer's self. A key question, however, is whether the brand's personality should match the consumer's actual self or the consumer's ideal self. On the basis of two empirical studies of 167 brands (evaluated by 1329 and 980 consumers), the authors show that the implications of self-congruence for consumers’ emotional brand attachment are complex and differ by consumers’ product involvement, consumers’ individual difference variables, and the type of self-congruence (fit of the brand's personality with the consumer's actual self versus with the consumer's ideal self). On a general level, actual self-congruence has the greatest impact on emotional brand attachment. Product involvement, self-esteem, and public self-consciousness increase the positive impact of actual self-congruence but decrease the impact of ideal self-congruence on emotional brand attachment. The authors discuss important managerial and academic implications of these findings.

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Metadata

Authors
Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2011-07
Volume
75
Issue
4
Pages
35-52
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.75.4.35
OpenAlex
W2113833762
Cited by
1,324
References
23
FWCI
106.24
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. https://app.cochat.ai/papers/10.1509/jmkg.75.4.35
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Malär, L., Krohmer, H., Hoyer, W. D., & Nyffenegger, B. (2011). Emotional Brand Attachment and Brand Personality: The Relative Importance of the Actual and the Ideal Self. Journal of Marketing. https://doi.org/10.1509/jmkg.75.4.35

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