Congruence (Self with Message)

What it measures

A five-item scale measuring the degree to which a specific piece of content or message aligns with a consumer's identity and how they wish to present themselves to others. Items contain a blank for the content type and assess identity expression potential, consistency with desired self-presentation, personal identification, what the content communicates about the respondent to others, and self-reflective resonance.

Representative items

• Passing along this _____ would communicate who I am.
• This _____ is consistent with how I want to present myself to others.
• This _____ reflects who I consider myself to be.

Citation

Styvén, Maria Ek, Marcello Mariani, and Christina Strandberg (2020). Online place branding: Do digital media skills matter? Journal of Business Research, 119, 540–550.