TITLE:
The Influence of Brand Image Congruence, Relationship Type and Self-Construal on Consumers’ Purchase Intention
AUTHORS:
Shenghong Ye, Guobin Wu
KEYWORDS:
Relationship Types, Communal Relationships, Exchange Relationships, Self-Construal, Brand Image and Gift Givers Congruence, Brand Image and Gift Receivers Congruence
JOURNAL NAME:
Open Journal of Business and Management,
Vol.4 No.3,
July
28,
2016
ABSTRACT: Since ancient times, relation-oriented Chinese people have attached great importance to the philosophy
that courtesy calls for reciprocity. However, when choosing gifts, we are always caught in
a dilemma: give him what I love, or what he wants. By bringing two variables—relationship type
and self-construal into the model studying consumers’ gift-giving behavior, this paper aims to find
out solutions to the problem above from the perspective of the consistency of brand image’s influence
on the consumers’ purchase intention. The results show that: 1) the brand image congruence
and the relationship type have significant reciprocal effect on purchase intention, and 2) the
interaction between brand image congruence and self-construal has remarkable impact on purchasing
intention.