Congruence du soi à la marque



Brand-self congruity

  • This brand is consistent with how I see myself (Actual Self)
  • This brand is consistent with how I would like to see myself (Ideal self)
  • This brand is consistent with how I believe others see me (Social self)
  • This brand is consistent with how I would like others to see me (Ideal social self)

7 points scale: 1 = totally disagree, 7 = totally agree

Sirgy, M. J., & Su, C. (2000). Destination image, self-congruity, and travel behavior: Toward an integrative model. Journal of Travel Research38(4), 340-352.