Autori
Mancini, Andrea
Fontani, Ilenia

Titolo
Il significato simbolico del consumo: brand user imagery congruence
Periodico
Micro & macro marketing
Anno: 2011 - Fascicolo: 3 - Pagina iniziale: 551 - Pagina finale: 566

The brand user imagery congruence (Buic) is the coherence and similarity between the brand typical user image and consumer self-concept. This construct can positively influence attitudes and consumers' purchasing behavior. This work aims to test the effects of brand user imagery congruence related to a well-known brand and so much linked to the Italian context, the new Fiat 500. The results confirm the assumption, as the new Fiat 500 owners perceive higher levels of self-congruence and express more favorable attitudes towards the brand. The results also indicate a substantial crosssectional Buic effects. The research also confirms the strategic importance of creating a brand image in keeping with requirements of expression of target consumers, which is expressed primarily in a substantial advantage in terms of brand equity.



SICI: 1121-4228(2011)3<551:ISSDCB>2.0.ZU;2-S
Testo completo: http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/36065
Testo completo alternativo: http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=36065

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico