The impact of self‐monitoring on image congruence and product/brand evaluation

The relationship between self‐image and product/brand imagery remains an important area of concern in marketing research and marketing practice because of its impact on product/brand evaluation and choice; however many studies report inconclusive findings about this relationship. A conceptual model is developed which links a function of attitudes – as the pursuit and maintenance of self‐esteem and self‐identity – to the public and private contexts of self‐concepts; and the subsequent intrinsic and extrinsic congruence between brand evaluation and choice. In this exploratory study the Self‐Monitoring Scale is used to explore the link between the social and psychological determinants of self‐presentation in the pursuit of self‐esteem and maintenance of self‐identity, and to inform the examination of the relationship between self‐concept and product symbolism. Findings from the qualitative and quantitative stages of a study of the UK alcoholic soft drinks market are presented. There were distinct differences between the self‐monitoring groups when the interpretation of specific brand images was investigated. The results provided empirical support for viewing the self as a divisible entity. The implications for marketing practice are discussed.