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Title:
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SELF-PRODUCT CONGRUENCE: IMAGE-PERCEPTIONS OF POSTMODERN OUTDOOR-APPAREL CONSUMERS IN E-COMMUNITIES |
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Author(s):
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Jan Breitsohl , Marwan Khammash |
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ISBN:
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978-972-8924-89-8 |
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Editors:
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Sandeep Krishnamurthy |
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Year:
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2009 |
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Edition:
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Single |
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Keywords:
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Self-Product Congruence, Postmodern Consumption, Consumer Behavior, e-Communities, Outdoor-Apparel. |
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Type:
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Short Paper |
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First Page:
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205 |
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Last Page:
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209 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The purpose of this paper is to revise the self-product congruence paradigm from a postmodern perspective. Self-product
congruity (SPC) has been studied in various contexts, yet its theoretical foundation (i.e. the actual and ideal self-image)
has not been challenged for the last decade, despite the widely-noticed transformation of global consumerism in
consumer behavior literature. Looking at outdoor-apparel consumption in e-communities, this paper aims to explore the
postmodern role of actual- and ideal self-product congruence theory. It is hypothesized that the actual SPC of those
engaged in outdoor activities (here named enthusiasts) is more closely related to performance attributes whereas their
ideal SPC relates stronger to fashion-appeals. For those fashion-conscious consumers not active in the outdoors (here
called Fashionists), the vice versa is expected. Findings may contribute to the current academic debate on viewing selfproduct-
congruence as a holistic (i.e. stereotyping) rather than multidimensional concept. Expected relevant results for
online/offline marketing practitioners are the necessary transformation of the current fashion-performance dichotomy in
outdoor apparel segmentation and positioning strategies. Additional managerial implications of postmodern consumption
behavior in e-communities are discussed. |
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