Purpose
The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence.
Design/methodology/approach
Participants were recruited from two universities in Spanish-speaking, Latin cultures: Spain – Latin Europe (n=340) and Uruguay – Latin America (n=400). All participants were asked to indicate product-personality congruence (i.e. congruence between one’s self and the product) and user-image congruence (i.e. congruence between a product’s typical user and the product) for two private and two public products.
Findings
Two types of congruence (product-personality and user-image) positively influence brand evaluations more for publicly consumed than for privately consumed brands for consumers in both Latin cultures, with effect sizes being greater than prior research in other cultures.
Research limitations/implications
This research supports congruence theory in showing that similarity between a consumer and a brand leads to more favorable attitudes. Limitations include the sole use of student subjects and examination in only two countries of Latin culture.
Practical implications
Regardless of a brand’s personality, brands should seek consumers with similar personality traits, especially in Latin cultures.
Originality/value
This research addresses several limitations in prior research by examining both publicly and privately consumed products in one study, exploring congruence across Latin cultures, and testing products not confounded by addictive properties.
