When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment

Karampela, Maria and Tregear, Angela and Ansell, Jake (2014) When opposites attract : incorporating trait complementarity into the measurement of self-brand personality alignment. In: Association for Consumer Research Conference (ACR 2014), 2014-10-23 - 2014-10-26.

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Abstract

This study reveals for the first time the existence of a complementarity or 'opposites attract' configuration in self-brand alignment. It also devises an original technique for incorporating complementarity configuration into an alignment measure. Tests reveal the measure compares favourably with existing self-congruence measures in terms of predicting behavioural outcomes.

ORCID iDs

Karampela, Maria ORCID: https://orcid.org/0000-0002-5975-4531

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• Item metadata

  Item type:	Conference or Workshop Item(Paper)
  ID code:	49811
  Dates:	Date Event October 2014 Published 5 July 2014 Accepted
  Keywords:	self-brand alignment, complementarity, consumer behaviour, Marketing. Distribution of products, Marketing, SDG 12 - Responsible Consumption and Production
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	14 Oct 2014 15:59
  Last modified:	31 Aug 2022 18:05
  Related URLs:	Event
  URI:	https://strathprints.strath.ac.uk/id/eprint/49811