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.

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.

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.