Conceptualizing Brand Antecedents and Ideal Social-Self Congruency in Egyptian Fashion Apparel Consumption
DOI:
https://doi.org/10.48047/j4dhzy60Keywords:
Ideal Social-Self Congruency; Brand Antecedents; Fashion Apparel; Egyptian Consumer Behavior; Self-Congruity Theory; Status Consumption; Compulsive Buying.Abstract
Background: Within fashion apparel consumption in emerging markets, clothing serves as a prominent symbolic mechanism for public identity projection and impression management. While classical self-congruity literature focuses heavily on actual and ideal self-concepts, ideal social-self congruency—the alignment between a brand's symbolic image and an individual's aspirational public image—acts as a fundamental driver in collectivistic, status-sensitive cultures like Egypt.
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References
Self-Congruity Theory - Jean Pfiffelmann, https://www.jean-pfiffelmann.com/self-congruity-theory/
Congruence Between Self-concept and Brand Personality, Its Effect, https://www.abacademies.org/articles/congruencebetween-selfconcept-and-brand-personality-its-effect-on-brand-emotional-attachment-7676.html
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