THE EFFECT OF DIMENSIONS OF BRAND PERSONALITY ON ACTUAL AND IDEAL SELF-IMAGE CONGRUENCE: EVIDENCE FROM STARBUCKS COFFEE BRAND

Abstract

The purpose of this study was to examine the simultaneous impact of brand personality dimensions on actual and ideal self-image congruence in a sample of Starbucks coffee shops.The data were gathered via an online survey of 471 customers of Starbucks coffee shops in Türkiye. Structural equation modelling was employed for the purpose of data analysis. It has been observed that excitement, which is a dimension of brand personality, has a positive effect on actual self-image congruence. Similarly, the sophistication dimension of brand personality has been found to positively affect ideal self-image congruence. Therefore, it can be said that while Starbucks customers tend to show their actual self-image congruence with the excitement dimension of brand personality, they tend to show their ideal self-image congruence with the sophistication dimension of brand personality. This study represents an inaugural attempt to demonstrate the impact of brand personality dimensions on self-image congruence within the context of branded coffee shops. The results contribute to the growing body of knowledge regarding the relationship between brand personality dimensions and ideal and actual self-image congruence, which is still in its infancy in academic literature.