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 Research, 38(4), 340-352.