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The impact of consumer avatars in Internet retailing on self-congruity with brands

Author

Listed:
  • Alexandra Aguirre-Rodriguez
  • Adriana Bóveda-Lambie
  • Paul Miniard

Abstract

Whether a brand’s personality is perceived to fit a consumer’s self-image is often an important determinant of the product’s appeal. This investigation explores the potential to enhance or undermine consumers’ perceptions of how well a brand’s personality matches their view of themselves in an online environment through the presence of similar or dissimilar avatars. Two studies are reported supporting this potential, thereby underscoring both the opportunities and dangers offered by consumer avatars to Internet retailers and marketers. Copyright Springer Science+Business Media New York 2015

Suggested Citation

  • Alexandra Aguirre-Rodriguez & Adriana Bóveda-Lambie & Paul Miniard, 2015. "The impact of consumer avatars in Internet retailing on self-congruity with brands," Marketing Letters, Springer, vol. 26(4), pages 631-641, December.
    • Handle: RePEc:kap:mktlet:v:26:y:2015:i:4:p:631-641
    DOI: 10.1007/s11002-014-9296-z
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    References listed on IDEAS

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    1. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    2. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    3. Solomon, Michael R, 1983. "The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(3), pages 319-329, December.
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    Cited by:

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