Impact of Self-Concept/Product-Image Congruity and Functional Congruity on Brand Preference

According to Bhat and Reedy (1998), consumers' essential needs can be categorized as either symbolic or functional. The self-concept/product-image congruity model is based on the premise that consumers try to satisfy symbolic needs as part of their consumption situation. In addition to evaluating a brand based on symbolic needs, consumers may evaluate a brand based on functional needs. In an attempt to satisfy functional needs, consumers may choose a brand based on perceived functional or utilitarian aspects of a brand. The focus of the current study was to test and compare three existing models integrating both self-concept/product-image congruity and functional congruity, and to determine which is most predictive of consumers' brand preferences across different product categories in the context of ski equipments. Data were collected from collegiate skiers who are affiliated with Korean University Ski Team Association (n=299). The findings in the current study provide three propositions. First, for a convenience product, the Model C, which assumed that there were no direct effects of self-concept/product-image congruity on brand preference; only indirect effects exist through functional congruity, was selected as the most representative model in the current data set. More specifically, self-concept/product-image congruity is not a significant predictor of brand preference. In addition, the impact of functional congruity on brand preference is significant but very small. Second, for a shopping product, Model B, which suggests that self-concept/product-image congruity has both a direct effect on brand preference and an indirect effect through functional congruity was selected as the most representative model. Even though both self-concept/product-image congruity and functional congruity have significant impact on brand preference, self-concept/product-image congruity is a stronger predictor of brand preference than functional congruity for a shopping product. Third, for a specialty product, Model B was also selected as the most representative model. Both self-concept/product-image congruity and functional congruity are significant predictors of brand preference. However, self-concept/product-image congruity is a more significant predictor of brand preference for a specialty product in the current study. From a marketing perspective, the results indicated that it is critical to establish different marketing strategies depending upon product categories.