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. Advances in Consumer Research, 42. pp. 539-540. ISSN 0098-9258

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:	Article
  ID code:	54106
  Dates:	Date Event October 2014 Published 5 July 2014 Accepted
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Pure Administrator
  Date deposited:	28 Aug 2015 10:30
  Last modified:	11 Nov 2024 11:07
  Related URLs:	Journal or Publication
  URI:	https://strathprints.strath.ac.uk/id/eprint/54106