Kişi imajı uygunluğunun marka tercihine etkisi: Bir mayo markası ve bir güneş gözlüğü markası için İzmir'de yürütülen bir çalışma

Companies should develop effective marketing strategies to exist in the competitive business environment. One way to survive in today's competitive market is to build a strong brand. A strong brand is an important asset of a company. For building a strong brand, marketers need to understand the needs and wants of the consumers deeply.Consumers are faced with numerous choices. There are many factors that influence their buying behavior and brand preferences. These factors have been significant area of research for marketing professionals. Among all the factors that influence consumers' preferences over specific brands, self image congruence has a significant importance. Self image congruence can be defined as the consistency of an individual's self image and the image of a typical user of the product.The objective of this study is to measure the effect of self image congruence on brand preferences for two brands from different product groups which are Zeki Triko swimsuits and RayBan sunglasses. A valid scale previously used in literature is applied for measurement. In addition, the influence of demographic factors such as, age, marital status, income and education on the relationship between the self image congruence and brand preference is analyzed. The results of this study indicate a positive relationship between self image congruence and brand preference for both brands. Also findings show that the demographic factors have influence on the relationship between the self image congruence and brand preference.