Self-congruence theory: towards a greater understanding of the global and malleable selves in a sports specific consumption context Available to Purchase

This paper proposes - through the integration of self-congruence, brand personality, sponsorship and sports spectator behaviour literatures - a conceptual framework to extend our current understanding of self-congruence in specific consumption situations. Initial empirical results support the proposed framework which shows that self-congruence based consumers' orientation towards sports and brand personality is positively associated with sponsorship outcomes.