Autori:
Mancini, Andrea ![](http://www.bncf.firenze.sbn.it/img/logo-bncf.jpg)
,
Fontani, Ilenia ![](http://www.bncf.firenze.sbn.it/img/logo-bncf.jpg)
Titolo:
Il significato simbolico del consumo: brand user imagery congruencePeriodico:
Micro & macro marketingAnno:
2011 - Fascicolo:
3 - Pagina iniziale:
551 - Pagina finale:
566The brand user imagery congruence (Buic) is the coherence and similarity between the brand typical user image and consumer self-concept. This construct can positively influence attitudes and consumers' purchasing behavior. This work aims to test the effects of brand user imagery congruence related to a well-known brand and so much linked to the Italian context, the new Fiat 500. The results confirm the assumption, as the new Fiat 500 owners perceive higher levels of self-congruence and express more favorable attitudes towards the brand. The results also indicate a substantial crosssectional Buic effects. The research also confirms the strategic importance of creating a brand image in keeping with requirements of expression of target consumers, which is expressed primarily in a substantial advantage in terms of brand equity.
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SICI: 1121-4228(2011)3<551:ISSDCB>2.0.ZU;2-S
Testo completo:
http://www.mulino.it/ws/rwDirectDownload.php?doi=10.1431/36065Testo completo alternativo:
http://www.mulino.it/rivisteweb/scheda_articolo.php?id_articolo=36065Esportazione dati in Refworks (solo per utenti abilitati)
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