The Conceptualization and Development of the Social Self Image / Brand Image Construct: A Confirmatory Data Analysis Approach

Abstract

This research paper reviews various conceptualizations and perspectives on the nature of the self image, brand image, and the social self congruity as presented in the previous literature. The aim of this paper is to propose a global and situation-free measure of the social self congruity construct. Confirmatory data analysis revealed that the proposed measure is highly reliable and demonstrates high levels of content, criterion, predictive, and convergent validity.

Keywords: Self image, brand image, image congruence, confirmatory factor analysis, symbolic meaning, consumer behavior, social interaction.