THE IMPACT OF THE CONGRUENCE BETWEEN BRAND PERSONALITY AND SELF-IMAGE ON CONSUMERS’ BEHAVIORAL RESPONSES: CONCEPTUAL FRAMEWORK

Abstract Companies have recognized that people buy or consume products not only for their functional value but also to enhance their self-concept through the symbolic meaning embedded in these products, customers seek brands with a personality identical with their own personality. In this research we will present a literature review of the impact of the congruence between brand personality and self-image on the four dependent variables considered in this research: satisfaction, attitude, preference and behavioral intentions. In the first part we will present the transposition of the human personality to brand personality. In the second part, we will define the concept of brand personality. In the third part, we will examine the concept of self-image. In the fourth part, we will analyze the congruence between brand personality and self-image. In the fifth part, we will expose the hypotheses of research that we will use in our next empirical study, and we will also elaborate the conceptual model of this research. In the sixth and final part, we will present the managerial implications

THE COUNTRY OF ORIGIN INFLUENCE ON THE DECISION TO BUY WINE. A RESEARCH FRAMEWORK PROPOSAL

In this article we intend to review the literature on the influence of the country of origin on the quality assessment and decision to buy wine. Based on literature review, we formulated the research model and the hypotheses we want to test. The research framework proposed in this paper is part of a wider research that addresses the influence of the image of the country brand on the image of Romanian wines. The model takes into account the influence of several moderator factors of the relationship intensity between the country of origin and the quality assessment, namely the choice of the purchased wines: the purpose of the purchase, the place of purchase / consumption, the personality of the consumer, the inclination towards ethnocentrism, the consumer's gender and wine consumption expertise. The scale proposed to measure the influence of the country of origin on the perception of quality and choice of wine is the "Best-Worst" scale. The results of these studies may be useful to managers of wine producing / distributing companies in identifying market segments sensitive to various intrinsic and extrinsic attributes of wines and in promoting wine appropriately