THE EFFECT OF DIMENSIONS OF BRAND PERSONALITY ON ACTUAL AND IDEAL SELF-IMAGE CONGRUENCE: EVIDENCE FROM STARBUCKS COFFEE BRAND

Abstract:The purpose of this study was to examine the simultaneous impact of brand
personality dimensions on actual and ideal self-image congruence in a sample of Starbucks
coffee shops.The data were gathered via an online survey of 471 customers of
Starbucks coffee shops in Türkiye. Structural equation modelling was employed for the
purpose of data analysis. It has been observed that excitement, which is a dimension of
brand personality, has a positive effect on actual self-image congruence. Similarly, the
sophistication dimension of brand personality has been found to positively affect ideal
self-image congruence. Therefore, it can be said that while Starbucks customers tend to
show their actual self-image congruence with the excitement dimension of brand personality,
they tend to show their ideal self-image congruence with the sophistication dimension
of brand personality. This study represents an inaugural attempt to demonstrate the
impact of brand personality dimensions on self-image congruence within the context of
branded coffee shops. The results contribute to the growing body of knowledge regarding
the relationship between brand personality dimensions and ideal and actual self-image
congruence, which is still in its infancy in academic literature.

 

Keywords: Brand Personality, Actual Self-Image Congruence, Ideal Self-Image Congruence