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Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens — Eine Metaanalyse der Selbstkongruenzforschung

Author

Listed:
  • Hans H. Bauer

    (Universität Mannheim)

  • Ralf Mäder

    (TNS Infratest Automotive)

  • Sandra-Nadine Wagner

    (Bereich Media Planning & Services)

Abstract

Zusammenfassung Die Selbstkongruenzforschung untersucht die Konsequenzen einer Übereinstimmung der Persönlichkeit von Konsumenten mit korrespondierenden Imagebestandteilen von markierten Produkten (der Markenpersönlichkeit). Empirische Studien deuten darauf hin, dass Konsumenten eine Marke umso mehr bevorzugen, je mehr deren Markenpersönlichkeit ihrer eigenen Persönlichkeit ähnelt. Die vorliegende Untersuchung verfolgt das Ziel, die vorhandenen empirischen Forschungserkenntnisse quantitativstatistisch zu integrieren. Die metaanalytische Auswertung von 165 Effektstärkemaßen aus 32 Studien liefert einen hoch signifikanten mittleren Selbstkongruenzeffekt von r = 0,34, dessen Ausprägung in den einzelnen Studien jedoch erheblichen Schwankungen unterworfen ist. Ein Hypothesensystem wird entworfen, um die Varianz des Selbstkongruenzeffekts zu erklären. Die regressionsanalytische Überprüfung liefert Unterstützung für mehrere der postulierten Wirkungszusammenhänge.

Suggested Citation

  • Hans H. Bauer & Ralf Mäder & Sandra-Nadine Wagner, 2006. "Übereinstimmung von Marken- und Konsumentenpersönlichkeit als Determinante des Kaufverhaltens — Eine Metaanalyse der Selbstkongruenzforschung," Schmalenbach Journal of Business Research, Springer, vol. 58(7), pages 838-863, November.
    • Handle: RePEc:spr:sjobre:v:58:y:2006:i:7:d:10.1007_bf03371684
    DOI: 10.1007/BF03371684
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    References listed on IDEAS

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    Keywords

    M31;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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