Self-Brand Image Congruence

What it measures

This scale measures how consistent a brand is believed to be with how a person sees themselves, both actually and ideally, and with how they believe others see them. Aw and Labrecque (2023) used it in a study of how celebrity endorsers shield brands from the fallout of transgressions.

Response format

7-point Likert scale (strongly disagree / strongly agree typical)

Scale items

• _____ is consistent with how I see myself.
• _____ is consistent with how I would like to see myself to be.
• _____ is consistent with how others see me.
• _____ is consistent with how I would like others to see me.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Reliability was strong (α = .91; Aw and Labrecque 2023, p. 403). The items draw on concepts from earlier self-image congruence research rather than reproducing an existing item set verbatim. The blank should be filled with the focal brand name. Named identically to two existing entries (ID 1481, Escalas and Bettman 2003; ID 1482, Breivik 2008, both titled "Congruence (Self with Brand)") which are different scales from different sources; this entry is retained under a construct-descriptive name to avoid a three-way name collision. A separately authored "Self-Brand Congruence" scale (ID 951, Dagogo-Jack and Forehand 2018) also measures a related but distinct construct (brand identification/connection).

Citation

Aw, Eugene Cheng-Xi and Lauren I. Labrecque (2023), "Celebrities As Brand Shields: The Role of Parasocial Relationships in Dampening Negative Consequences from Brand Transgressions," Journal of Advertising, 52 (3), 387-405.

Keywords

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