{'fraction_non_alphanumeric': 0.029227557411273485, 'fraction_numerical': 0.0, 'mean_word_length': 6.376923076923077, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Beyond brand personality. A multidimensional perspective of self-congruence

ABSTRACT Consumers strongly prefer brands that resonate with their own self-concepts, life tasks, themes, and concerns; in response, brands increasingly seek to connect with multiple aspects of their target marketsʻ self-concepts. Considering these ongoing developments, current conceptualisations of self-congruity in marketing may be inadequate, in that they tend to feature a unidimensional construct, based primarily on personality. Therefore, the current article proposes and confirms the appropriateness of a multidimensional conceptualisation of the self-concept, adopted from psychology literature, that is comprised of personality, beliefs, interests, social roles, aspirations, and abilities. For managers, this article shows how expanding self-congruity dimensions beyond personality provides opportunities for evoking stronger perceptions of congruence among consumers.