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The effects of collaborated character’s image congruence on cosmetic products evaluation: The relative importance of ideal and actual self-image congruence

Jungmin Suh|Youseok Lee|Sang-Hoon Kim
한국마케팅과학회 (Korean Scholars of Marketing Science)|2018.03|Journal of Global Fashion Marketing|제9권 제2호|pp. 103-115|DOI https://doi.org/10.1080/20932685.2018.1426482

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키워드

self-improvement motive化妆品self-image congruenceCharacter collaborationcosmetic productspublicly consumed products代言人合作自身 形象一致性提升自我的 动机大众消费品
주제분류경영학

초록

Brand collaborations, particularly between characters and cosmetics brands, have become popular, adding more esthetic value and story to products. This paper explores the eff ects of character collaborations on cosmetic products evaluation, focusing on the collaborated character’s image congruence. The current research reveals that consumers who perceive a collaborated character’s image as congruent with their ideal self-image have more positive product evaluation, and further unveils the mediating eff ect of the self-improvement motive and the moderating eff ect of the perception of product usage situation. The fi ndings of this research suggest that brand collaboration with character brands would be benefi cial as a long-term strategy.

Abstract

Brand collaborations, particularly between characters and cosmetics brands, have become popular, adding more esthetic value and story to products. This paper explores the eff ects of character collaborations on cosmetic products evaluation, focusing on the collaborated character’s image congruence. The current research reveals that consumers who perceive a collaborated character’s image as congruent with their ideal self-image have more positive product evaluation, and further unveils the mediating eff ect of the self-improvement motive and the moderating eff ect of the perception of product usage situation. The fi ndings of this research suggest that brand collaboration with character brands would be benefi cial as a long-term strategy.

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