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There are several reasons that drive me to choose this text. Firstly, the content of the article is concerned with behavioral economics, which is related to my major accounting and finance. I can read it as a preparation of my subject. In addition, I am always interested in economics. This article can teach me some useful and interesting knowledge about it. Finally, the article is at an appropriate language level for me to read and analyze. Maybe some words are challenging for me, but I can address it by dictionaries and teacher’s help.
The author wants to tell us the result about his test that there is an obvious relationship between self-image congruity, social identity and brand preference. And sex, race, age and other factors may influence the relationship, but some factors cannot be tested because of the limited sample.
What’s more, the author tries to give some advice to help marketers and advertisers. They are better to utilize the result and search for the brands as their symbols which cater for their major custom’s appetite. The author persuades marketers and advertisers to design a special brand which is consistent with customers’ identity to attract consumers.
The author writes this article for two aims. First of all, the author comes up with two hypotheses based on previous research and tries certifying his hypotheses by test. Then, she can gives us a certain conclusion. The other purpose to write the paper is that the author wants to give some suggestions about increasing sales to the firms. She wants to share approaches and contribute to marketing research.
The author use other researchers’ opinions to complete her experiment and support her views.
For example, the author adapts some items in questionnaire from Hohenstein, Sirgy, Herrmann, Heitmann and other researchers which can make the result more reliable. Besides, the author uses Schneck, Holman, Okivist and others’ opinions to support her first hypothesis and provide the foundation of her second hypothesis.
The author also provides data and theory to support her opinions.
For example, the author collects information through questionnaire and conducts the linear regression to analyze it. Also, she explains results by using social identity theory and self-image congruity theory.
It seems that author’s views are reasonable. But I think the evidence is not enough. Regarding research method, the author only surveyed 65 participants, most of them come from the same place. So the result is not reliable enough to support author’s points. In addition, participants finished test online so that we do not know their attitude to it. Maybe they completed the questionnaire casually.
For analyzing the research, the linear regression is helpful. But the author just use the simple linear regression which including two variables. It is difficult to eliminate other influence factors and ensure that the result is correct.
All in all, I think I partly agree author’s opinion and it should be certified by more rigorous experiments again.
In order to find more evidence to support author’s opinion, I search for some other articles about the relationship between self-identity and brand preference.
Hannele Kauppinen-Räisänen, an associate professor at University of Vaasa, researched the relationship between customers and market. She wrote an article to testify the relationship between personality and specious brand preference, also discussed whether sex and nationality will affect the association. She came up with several assumptions and surveyed 215 young consumers from Finland, Italy, and France. The result of this study supplements Morgan A. Ilaw’s idea. Social norms affect luxury brand choices, and more men than women were found to link luxury brands to self-expression and self-presentation.
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