| Abstract |
| The purposes of this study were to investigate the effects of the congruence between self image and brand image on brand attitudes for high and low priced jean brands. The final subjects of the study were 297 female consumers in early 20s to early 30s. Statistical analysis used for the study were reliability analysis, frequency analysis, factor analysis, t-test, and regression analysis. The research findings of this study can be summarized as follows. In case of the high priced brand, the congruence between actual self image and brand image had no meaningful impact on brand attitude while the congruence between ideal self image and brand image had a positive impact on brand attitude. `Luxurious & sophisticated` and `characterful & attractive` images had significant effects on brand attitude. On the other hand, in case of the low priced brand, the congruence between actual self image and brand image had a positive effect on brand attitude as well as did the congruence between ideal self-image and brand image. `Luxurious & sophisticated` and `friendly & reliable` image congruences positively influenced brand attitude. There was also the significant effect of brand attitude on purchase intention of both high priced and low-priced jeans. Based on the results of this study, companies are able to establish marketing strategies regarding consumer`s actual/ideal self image congruence depending on the brand`s price level. |
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| Key Words |
| 자기이미지, 자기 이미지와 브랜드 이미지 일치, 브랜드 태도, Self image, congruity of self image and brand image, brand attitude |
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