The Importance Of Public Self-Congruencement

High public self-consciousness people are more aware of how people think and give opinion to them and try to create valuable and specific image. Self-esteem is important to publicity self-conscious people and this is connected to emotional brand attachment. There is two types of self-congruence such as actual self-congruence and ideal self-congruence. Different types of self-congruence, behavioral and psychological characteristics of consumers must be important parts of brand personality.

Generally, the brand with self-congruence created a higher level of brand attachment emotionally. This is more indicative with consumers who possess a high level of self-esteem or increased level of public self-consciousness. A Brand with idealized self-congruence

Customer centric perspective is important for brand personality. The value of external approach to customers is often depreciated. Many marketing activities and campaigns are focused on internal compactness of the brand in terms of branding strategy, corporate social responsibility activities, collaborated culture and traditional pattern of brand (Simoes, Dibb and Fish, 2005). Today’s marketing activities are weighted upon the superiority of authentic branding by targeting the brand personality towards actual self needs and wants of customers. Many companies such as Dove, Converse, IKEA , Nescafe are already used authentic branding approach to create stronger emotional brand

Many Marketing theories suggest that it is required to deliberating masculine and feminine nature through the choice of brand (Dolich, 1969) is based upon the assumption about the gender is part of self-consumer’s concept (Freimuth and Hornstein, 1982). Consumers perceived masculine and feminine based brand to build up their own degree of gender in nature with self-expressive purpose (Fournier, 1998; Sirgy, 1982). Occasionally, people may possess both masculine and feminine personality traits in terms of artistic, passion, conversation to a varying degree (Deavx, 1985). Choosing of product categories is needed to consider a lot of theories and principles in term of gender