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Il significato simbolico del consumo: brand user imagery congruence

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  • Andrea Mancini
  • Ilenia Fontani

Abstract

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.

Suggested Citation

  • Andrea Mancini & Ilenia Fontani, 2011. "Il significato simbolico del consumo: brand user imagery congruence," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 551-566.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/36065:y:2011:i:3:p:551-566
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