Self–Brand User Congruence

What it measures

Three bipolar items measure how similar a consumer sees themselves to the typical person who prefers a particular brand. Lou, Tse, and Lwin (2019) borrowed the scale from Govers and Schoormans (2005), who developed it drawing on Sirgy et al.'s (1997) self-image congruity framework. The scale was used in Study 1 with U.S. (n=215) and Singaporean (n=388) women.

Response format

7-point bipolar (1=not at all, 7=very much; anchors embedded in items)

Scale items

• If you consider the types of people who prefer __________, do you identify with these people? [Not at all identify with them / Very much identify with them]
• If you consider the types of people who prefer __________, are you like these people? [Not at all like them / Very much like them]
• If you consider the types of people who prefer __________, are they similar to the way you see yourself? [Not at all similar to them / Very much similar to them]

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

Usage notes & scoring

Each item contains its own embedded bipolar anchors. The blank in each item should be filled with the brand name. Validity was not discussed.

Citation

Lou, C., Tse, C. H., & Lwin, M. O. (2019). 'Average-sized' models do sell, but what about in East Asia? A cross-cultural investigation of U.S. and Singaporean women. Journal of Advertising, 48(5), 512–531.

Keywords