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Impact of Brand Activation on consumer brand evaluation.

Y. Bitarafan

1802488

Vrije Universiteit

FEWEB, Master Marketing

Academic Seminar:

‘Consumer adoption of innovations’

Teacher: M. Kleijnen

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TABLE OF CONTENTS

ABSTRACT

TABLE OF CONTENT

1. INTRODUCTION…………………………………………………………………………………………………………………….3

1.1 Introduction……………………………………………………………………………………………………………………3

1.2 Relevance…………………………………………….…………………………………………………………………………4

1.3 Delimitations of the study………………………………………………………………………………………………4

1.4 Outline …………………………………………………………………………………………………………………………..4

2. METHOD……………………………………………………………………………………………………………………………….5

3. LITRATURE REVIEW……………………………………………………………………………………………………………….6

3.1 BRANDACTIVATION………………………………………………………………………………………………….6

3.1.1 Experiential marketing…………………………………………………………………………………7

3.1.2 Event marketing…………………………………………………………………………………………..7

3.1.3 Brand activation defined……………………………………………………………………………..9

3.1.3.1 Douwe Egberts (DE) National neighbours day…………………………………10

3.1.3.2 Witte Reus Sport Brand Activation Campaign………………………………….11

3.1.3.3 Definitions given by Advertising agencies…………………….………………….12

4. CONGRUITY………………………………………………………………………………….………………………………………14

4.1 Congruity of Self and Brand (self-image congruity)………………………………………………….14

4.2 Conclusion: Identifying gap II………………………………………………………………………………….16

4.3 Congruity Self and the Activation activities …………………………………………………………….16

4.3.1 Predispositional involvement………………………………………………………………17

4.3.2 Consumption situation …………………….…………………………………………………17

4.4 Conclusion: Identifying gap III …………………………………………………………………………………18

4.5 Congruence between brand and activation activities……………………………………………..18

4.5.1 Perceived fit of brand extension……………………………………………………...18

4.5.2 Concept- consistency…………………………………………………………………………..19

4.6 Conclusion: Identifying gap III………………………………………………………………………………….19

5. CONCLUSION AND DISCUSSION……………………………………………………………………………………………20

5.1 Conclusion……………………………….………………………………………………………………………………20

5.2 Discussion……………………………..…………………………………………………………………………………21

OVERVIEW LITRATURE TABLE …………………………………………………………………………………………………………..23

REFERENCES……………………………………………………………………………………………………………………………………..25

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1. INTRODUCTION

1.1 Introduction

The consumer market has become very tough for marketers. Consumers have changed their

behaviour within years by becoming more and more inconsistent, unpredictable, and increasingly

“immune” to common marketing practices (Brown, 1995; Rumbo et al., 2002). Particularly classic

marketing communications are based on a push strategy where brand messages are forced on the

consumers through a variety of media (Wohlfeil and Whelan, 2006). Due to the overflow of

information, consumer response is showing a low advertising involvement while at the same time

consumers are actively engaging in a variety of avoidance strategies (Wohlfeil and Whelan, 2005; Tse

and Lee, 2001). This has seriously decreased the effectiveness of such marketing communications on

consumer behaviour. Additionally, in today’s competitive markets, brands need more than just their

quality and functional benefits to distinguishing themselves (Weinberg, 1993; Kroeber-Riel, 1984). As

Weinberg (1995) describes, “brands are supposed to form also the basis which upon consumers can

subjectively experience a contribution to the quality of life”. Therefore, marketers need to design

marketing strategies that provide consumers with a platform where they can offer a complete brand

experience to the consumer. As a result, new marketing communication strategies are making their

appearance. These strategies are strongly focused on the brand and customers, more so than the

already available classic communication strategies such as traditional advertising (Evans et al., 2003;

Sisteruch, 1999).

In light of these developments, Brand Activation has become increasingly popular for

marketers (Lemz.nl). Brand activation is a new term used within the practical field. This term is used

for marketing communications where the consumers are activated to take a part in the brand’s

campaign (brandactivation.com).

Brand Activation typically involves a variety of marketing communication elements, the

active role of consumers however often takes place online. Brand Activation essentially has the

purpose to communicate the same massage as classic marketing communication, with the exception

that the consumers participate voluntarily in this marketing practice, which they usually tend to

avoid such as zapping through channels when a commercial break in on television (Whelan and

Wohlfeil, 2005) .The brands practising Brand Activation strategy can be very diverse in nature, but all

aim the same purpose: Improving the consumer attitude and behaviour toward the brand. In short,

companies aim to create more favourable brand evaluations by actively involving the consumers in a

series of activities and events via various platforms. Therefore, the main problem statement of this

review is the following: How does Brand Activation affect consumer brand evaluations?

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1.2 Relevance

The tight competition in the today market and consumers’ low involvement in classic marketing

communication has extended the interest of marketers to new ways of activating the beliefes,

attitudes, and values related to their brand in the mind of their (potential) consumers (Whelan and

Wohlfeil 2006). This review aims to provide a theoretical foundation to investigate brand activation.

While the term brand activation is relatively new, there are several research streams that offer

relevant insights, such as the literature on experiential marketing (e.g., Wohlfeil et al., 2005; Sheinin,

2000; Schmitt, 1999; Weinberg, 1993), event marketing (e.g., Wholfeil et al.,2005), and more

specifically studies on congruence, which point out the importance of matching consumers, brands,

and experiences (e.g., Thorbjørnsen, 2005; Sirgy, 1997; Erickson, 1996; Graeff, 1996; Jamal et al,.

2001; Parker, 2009). Combining these research streams leads to new and interesting approaches to

investigate Brand Activation and its effect on consumer brand evaluations.

1.3 Delimitations of the study

The focus here is on the business-to-consumer market, not on the business-to-business market.

Current practice illustrates that Brand Activation is particularly aimed at consumers (lemz.nl). The

Business market is approached with more traditional means of interaction and communication

tailored to that market, and relationship marketing is often use as a strategy to keep consumers

actively involved (Morgan and Hunt, 1994; Arnet et al,. 2003). Hence, the B-to-C market is more

interesting for the research at hand.

1.4 Outline

In this literature review a number of relevant research streams are discussed. First, experiential

marketing is addressed, followed by event marketing. This is to eventually define the concept of

Brand Activation. After this a short elaboration and discussion is given to assist defining the main

focus of this review; Brand Activation. Next, a more elaborate overview on the congruence literature

is provided. Based on these literature streams, the last chapter defines a number of research gaps in

relation to Brand Activation.

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2. METHOD

The term “Brand Activation” originates in the managerial field (brandactivation.com). However,

within the academic literature, several related concepts are discussed, such as ‘experiential

marketing’ and ‘event marketing’. As a consequence, these concepts serve as a point of departure for

this literature review. Moreover, the literature on congruence is reviewed, as this research stream

suggests it is relevant to align consumers, brands and related experiences in a certain way (Parker,

2009). Databases available via the digital library of the University (ubvu.nl) as well as Google Scholar

are used for this literature review. Key terms used are: branding strategy, experiential marketing,

event marketing, (self-image) congruency.

Articles with the marketing background are the majority of the relevant articles. While the

search originally focuses on A journals, B and C journals with special topic relevance are also

screened, including (but not limited to): Journal of Brand Management, Journal of Consumer

Marketing, Journal of Marketing Management, Journal of Business Research, European Management

Journal, Journal of Consumer Psychology, European Journal of Marketing, Marketing science,

Psychology and Marketing.

Finally, articles that were highly relevant served as a base of citation searches, meaning that

articles that were cited in that specific research were screened for interesting information, as well as

articles that referenced this specific key research.

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3. LITRATURE REVIEW

3.1 Brand activation

Since the term ‘brand activation’ has not found resonance in the academic (branding) literature yet,

research undertaken in other fields can be used to explain this unique concept. Within academic

research the areas which have the most similarity with Brand Activation are

1. experiential marketing, and

2. event marketing.

This chapter reviews the existing literature on experiential marketing theory. After that, the chapter

will continue on discussing the concept of event marketing as a new approach within the experiential

marketing and branding literature. Based on these discussions, the construct of ’Brand Activation’ is

defined.

The concept of branding and brand management , Within the last decade or so, has become

an important concern for all types of organizations (Keller et al.,2006)Developing brand positioning is

one of the first and most important branding decision and tasks since it indicates direction to all

marketing activities and programs (Keller et al.,2002).

Brand positioning concerns creating key brand association in the mind of customers to

differentiate the brand and create competitive advantage (Keller et al., 2002). Aside from selecting

the tangible product features; intangible features are particularly important for positioning the

brand. Brand intangibles stand for; ‘all aspects of the brand that don’t involve physical, tangible or

concrete attributes’ (Park et al., 1986). The branding literature covers a wide range of different

intangible such as user-imagery, consumption imagery, history and brand experiences (Keller, 2001).

However; even though a number of different topics concerning intangible positioning strategy has

been covered and the results have advanced the acknowledgement about brands, there is yet no

academic research available regarding event marketing or Brand Activation strategy. Which makes

this topic a very unique and important area of research. Following chapters will elaborate more on

this.

3.1.1 Experiential marketing

The concept of customer-experience emerged in the mid-1980’s as a new approach to view

consumer behaviour (Holbrook and Hirschman, 1982). Holbrook and Hirschman (1982)

conceptualized consumption to have experiential aspects. In the 1990’s Pine and Gilmore (1999)

followed by presenting the ‘experience’ as a new economic offering. More recently, Gentile et al.

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(2007) defined customer experience as; “The customer experience originates from a set of

interactions between a customer and a product, a company, or part of its organization, which

provoke a reaction. This experience is strictly personal and implies the customer’s involvement at

different levels (rational, emotional, sensorial, physical, and spiritual)” (Gentile, Spiller, and Noci

2007, p. 397). Experience as defined by Wood (2008) also involves a personal interaction with

emotional meaning, created throughout interactions with product or brand. All these studies (e.g.,

Pine and Gilmore, 1999; Schmitt, 1992; 2003; Gentile et al., 2007; Wood 2008) suggest that customer

experience has a significance influence on the customers overall perception of the brand, making the

customer experience a focal point of interest for marketers.

Experiential marketing is proposed by several authors (e.g. Schmitt, 1999; Weinberg, 1993;

Kroeber-Riel, 1984; Sheinin, 2000) as a means of positioning the brand on its emotional rather than

functional benefits. In experiential marketing, consumers are viewed as rational as well as emotional

human beings who are interested to achieve pleasurable experiences (Schmitt, 1999). Schmitt (1999)

explains that by having customers sense, feel, think, act, and relate to a company and its brands,

companies are now creating experiential marketing. However according to according to Whelan and

Wohlfeil (2006) there are serious conceptual weaknesses present within the literature of experiential

marketing. According to them the existing literature makes use of traditional channels to tell

customers how they would experience the brand while more and more customers are lacking

engagement towards brands’ traditional communication (Rumbo and Joseph, 2002).

Communication has always been part of marketing a brand and as many research (e.g.,

Duncan and Moriatry, 1998; Whelan and Wholfeil, 2006; Wood, 2008, Gentile et al., 2007) has

shown, the more interactive the communication is, the stronger impact the communication will have

on the brand’s customers. This knowledge combined with the lack of customer engagement toward

traditional communication leads marketers to develop new and innovative communication strategies

that pull customers to the brand massage. These new strategies are particularly aimed at providing

an environment where consumers can satisfy their experiential needs on an emotional level

(Whelan, 2006). One way to create these experiences is through event marketing (Whelan and

Wholfeil, 2006), which is discussed in the next section.

3.1.2 Event marketing

Event marketing, has its roots in experiential marketing (Whelan and Wohlfeil, 2006) a marketing

tool which has become a powerful tool in the last decade within the practical field (Gentile et

al.,2007) The lack of engagement with traditional mass marketing communications has been forcing

brands to communicate their brand value in new ways (Weinberg, 1993; Wood, 2008). Additionally,

brands need more than just their quality and functional benefits to distinguishing themselves (Wood,

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2008; Weinberg, 1993; Kroeber-Riel, 1984). In light of these developments, interactive

communication rather than a passive point of view has proven to be a valuable element in building

and maintaining brand relationships with customers (Wohlfeil and Whelan, 2005, 2006). This, in turn,

drives the brand’s image and value perception (Wood, 2008).

Event marketing has the purpose to gain emotional bonds with individuals through shared

experiences by providing experiences, entertainment, and education in relation to the brand

(Whelan and Wohlfeil, 2006). Event marketing is a construct that first emerged in Germany in the

late 1980s as an experiential marketing communication strategy (Wohlfeil and Whelan, 2005). Within

the academic literature there is very little known about event marketing (Wood, 2008). The studies

by Whelan and colleagues (2005, 2005a, 2006) are one of the few studies that focus on this topic. In

the 2005 study Wohlfeil and Whelan described the concept of event marketing as a ‘lived’

experience. They argue for the use of real lived experiences as “ Real-lived experiences tend to be

stronger than ‘second hand’ media experiences in determining consumers’ notion of reality,

consumers are encouraged to experience the brand reality as active participants rather than being

passive recipients and, subsequently, are offered a contribution to their subjective quality of life.”

(Whelan & Wohlfeil, 2006 pp. 316). Whelan (2005, p.314) conceptualized event marketing as “the

staging of interactive marketing-events as 3-dimensional hyper real brand experiences for consumers,

which would result in an emotional attachment to the brand”.

In 2006, the authors analyze the effects of a marketing event, through a case study. The

specific case of research of Whelan and Wholfeil in 2006 revolves around a German university with

approximately 5000 students. The main goal of this event was to highlight the brand’s value.

Opposed to the traditional marketing approach the university choose for an event marketing

approach, based on communicating a core value of the university, being “a place for creative and

imaginative personalities, where students are encouraged to develop and implement their own ideas”

(Whelan and Wohlfeil, 2006 pp. 320). The event was conducted on the basis of a concert at the

university, while the event itself served as an illustration of the brand value of ‘creative thinking’ and

‘development and implementation of own ideas’.

Results from this study support the idea of event marketing indeed being a pull strategy

within marketing communication. In terms of relevant marketing-related outcomes, event marketing

aims at positively influencing image, customer familiarity, attitude, and emotional attachment to the

brand (Wohlfeil, 2005). Furthermore, event marketing encourages the target audience to actually

experience the value of the brand by becoming part of the activity, instead of staying passive and be

distant recipient of brand messages (Wood, 2008; Wohlfeil, 2005). The results emphasised that the

emotional attachment to the brand was strengthened by event marketing. Furthermore, event

marketing facilitates interaction between the brand and its customers, which then, according to

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Whelan and Wohlfeil (2005) can be used as a customer-brand relationship development strategy

(Looking critically at the available academic literature regarding event marketing, it is noticeable that

the studies conducted by Whelan and Wholfeil (2005, 2006) are one of the few studies that focus on

thi topic. Other studies such as e.g., Martensen et al. (2007) also focus on this topic however the

definition of event marketing on which the study is based differs somewhat from the definition given

by Whelan and Wohlfeil (2006). The study of Martensen et al. (2007) namely revolves around an

event marketing initiative by B&O, in which the company sponsored a series of golf tournaments in

Denmark (Martensen et al., 2007). According to Whelan and Wholfeil (2005, 2006) event marketing

is differentiated from event-sponsorship in which a company provides funding for an already

established experience/event, as opposed to staging it. Therefore, merely the study conducted by

Whelan and Wholfeil (2005, 2006) can be considered literature concerning event marketing which

makes the existing literature of event marketing very limited.

The discussion above indicates the fundamental values of Brand Activation. The next chapter

how ever will discuss more elaborately the connection of this new construct with the reviewed

experiential and event marketing and offers a definition of the construct Brand Activation as used in

the current review.

3.1.3 Brand Activation defined

Driven by the fundamental values of experiential marketing, event marketing tries to create

emotional ties through consumer experience by offering brand experience, entertainment and

education. One of the upcoming interactive communication strategies within the content of event

marketing that increasingly receives attention within the practical field is Brand Activation (lemz.nl,

marketingonline.nl). Brand Activation is a relatively new concept within the branding and

communication world and the term as such is not recognized in the academic literature (yet).

However this term is making its appearance more often on the web (e.g., adformatie.nl;

howtomove.nl; molblog.nl). Furthermore, many advertising agencies (e.g.,Lemz, Compass, Brand

activation.nl) are creating strategies to activate the customers of (large) companies such as Unilever

(Unox), Sare Lee (Douwe Egberts) and Henkel (Witte Reus) throughout the Brand Activations’ event.

Brand Activation is a new type of event marketing and has its roots in experiential marketing.

This new experiential based event marketing, not only consist as an offline but also partially as an

online content and thus can take place for a longer period of time compared to an ‘one time’ all-

offline event occasion.

Having entered the new millennium; marketing faces an uncertain future (Holbrook and

Hulbert, 2002) as many traditional marketing approaches that were once successful, are no longer

relevant (Shaw and Jones, 2005; Schultz, 2001) Thus both the concept and the practise of marketing

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needs to be refocused (Mc Cole, 2004) in order to discover and meet the needs of the modern

market place (Schultz, 2001).

One strategy to do so is via Internet (Dennis et al., 2009). Since Internet is both a distribution

and a communication channel; this technology has created the opportunity for a range of online

brand- customer interactions. These interactions occur during customer activities online such as

information search online or online purchase but also when leisure activities take place (Rose et al.,

2010).

Looking at the described characteristics of event marketing by Whelan (2006) it is clear that a

successful event marketing strategy has to be experience oriented, as it must focus on attracting

consumers’ interest by communicating the brands meanings through lived experience. It should

promote interactively among consumers but also between consumer and marketers (Whelan, 2006).

The interaction of a brand with its customers via organization’s website online as well as offline,

creates possibilities for positive experiences that can lead to long-term relationship building (Rose et

al.,2010; Dennis et al.,2009).

The following chapter will elaborate more on the concept of Brand Activation. In order to

define the construct of Brand Activation and due to lack of relevant academic literature; two Brand

Activation campaigns of two large multinational companies are discussed in the upcoming

paragraphs. This will help to, along with the already discussed literature, get a better understanding

of the construct as it is used in the practical field.

3.1.3.1 Douwe Egberts (DE) National neigbours day

From 2006 onward, Douwe Egberts coffee brand organizes the annual “Nationale burendag”

(National Neighbours Day) to activate the brand and its customers. This is in corporation with

advertising agency Lemz. This marketing campaign has the purpose to activate the brand and its

customers. To be precise; “Nationale burendag” allows inhabitants of any street in the Netherlands

to participate in a contest with the chance of winning brand related prices, such as a spectacular

festive get-together for the whole neighbourhood. This is consistent to the core brand’s value since

the value of Douwe Egberts is to connect people. 1 To be precise the objective value of Douwe

Egberts is the following;

“Douwe Egberts brand stands for connectedness, sociability, and sympathy”2. Knowing this, all of the

marketing strategies around the Brand Activation campaign clearly show consistency with the core

brand’s concept. In short; the goal of this campaign is namely to activate the entire neighbourhood

to contact one another and make sure that as many people possible will engage and register online

1 http://www.ingezondenwerk.nl/burendagcase/ 2 www.de.nl/ burendag and http://www.ingezondenwerk.nl/burendagcase/

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to participate. From then on it is up to the participants to make sure they would win the ultimate

price by staying active and activating other to do the same.

The Brand Activation campaign is supported by a theme-related website, mailing to 350.,000 DE

customers, TVC, 15.5 million theme-related campaign packaging with a unique bar code to enter the

competition, banners, in-store campaign and many free publicity (source: press article of Lemz,

2009). Since 2008 an opportunity is being created by Douwe Egberts for the contestants to get

financial support. In corporation with the “Oranje Fonds” (Orange Funding) individuals with great

ideas on how to connect and improve the neighbourhood can potentially be sponsored to generate

their unique ideas. Again, This marketing strategy clearly shows consistency with the core brand

values as well as to the brand slogan ( ( the slogan of Douwe Egberts coffee articulates; “good ideas

begin with Douwe Egberts”). Ultimately, in 2010 approximately 1.1 million individuals celebrated

“Nationale burendag” and a total of 2500 neighbors applied for “Oranje Fonds” to fund their special

idea. There are however no other results available, hence no clarification on whether the ultimate

goal of Douwe Egberts-creating a stronger image and customer- brand relationship3 is achieved by

means of introducing the Brand Activation strategy.

3.1.3.2 Witte Reus Sport Brand Activation Campaign

Henkel Netherlands, with corporation of advertising agency Compass, started a Brand Activation

campaign for one of its detergent brands, ‘Witte Reus’ in 2007. By participating in this campaign,

individuals had the chance of winning sportswear for their entire sports team (at a value of 500

euros). The interested contestants were asked to register online and upload a picture of their team.

From then on the participants were responsible for their own success. By activating others to vote on

their picture they would have the chance of winning sportswear (with Witte Reus logo) for the entire

team. At the end of each week, for the total period of three months, the teams with the most votes

were announced as the winners. The concept of the Brand Activation campaign was congruent with

one of the main functional benefits of the brand, given that sportswear usually is the type of clothing

that require regular washing with a good detergent and as the slogan of this particular brand

articulates: “Witte Reus: washes a lot at the lowest cost”4. Main goal of the brand was to create a

stronger brand image and customer brand relationship by means of this campaign5 in order to

enhance sales in long term.

By discussing the Brand Activation campaigns of Douwe Egberts and Henkel in the pervious

paragraph, it is more clear to which key aspects a Brand Activation contains. Moreover to get a

3 Marketing manager DE , source: interview with Adformatie www.adblog.nl 4 Wast een berg, kost een beetje. 5 Senior brand manager Witte Reus. Henkel Netherlands. Phone interview.

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better understanding of Brand Activation some definitions of this construct, given by advertising

agencies, are described in the next paragraph.

3.1.3.3 Definitions of Brand Activation given by advertising agencies

Brandbase, a Dutch advertising agency which has claimed the website www.brandactivation.nl, gives

the following definition for brand activation: “Brand Activation is the seamless integration of all

available communication means in a creative platform in order to activate consumers. Activation

means stimulating: interest, trial, and loyalty” Lemz6, another Dutch advertising agency which has

created brand activation campaigns for Unilever and Douwe Egberts, describes that through

interactive brand campaigns customers will sense another kind of experience with the brand which

will get the brand closer to its customers, through emotional bonding.

In sum, Brand Activation contains a number of key aspects:

• customers become part of an (inter)active event for a period of time;

• customer participation in this event is voluntary;

• participation requires some kind of effort for the customers,

• the activation takes place in an both offline as well as online environment;

• the interaction between the brand and its customer is conducted for a period of time, due to

the use of internet.

• the brand activation starts off with the support of many concept-related marketing tools

such as TVC, banners, packaging, website and indoor campaign.

• the brand will set up and interact the rules of the game with its customers

• from then on, customers will have to stay active throughout the campaign and in order to

win they have to activate others as well.

• main goal is the foster a strong brand image and better brand-customer relationship.

• Brand Activation is an all-encompassing platform focussing on one single brand concept.

To be accurate and to be capable of defining the construct of Brand Activation it is important to high

light the difference with event marketing as both event marketing and Brand Activation are

experiential marketing based strategies. Brand Activation has its roots in experiential marketing

however due to the consumers’ lack of involvement in traditional communication strategies, rather

than telling the consumers how they would experience the brand (as it is conducted in the current

literature )other strategies must be employed. Ultimately when experiential marketing is the

company’s goal, Brand Activation or event marketing is conducted as the tool. Verschil met

6 www.lemz.nl

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experience marketing?. However there is a salient difference between the two strategies which

makes Brand Activation valid for having its own term. Event marketing typically singles out one single

event that catches the consumer’s attention for only that particular moment in time. With Brand

Activation, consumers are requested to join actively become part of the campaign, stay active for a

period of time, and activate others as well with the main goal of building stronger consumer brand

relationships and enhancement of the core brand image through the longer period of interaction

between the brand and its customers and due to the use of internet this has been possible to realize.

Subsequently, the current review departs from the following definition:

Brand Activation is a new marketing communication tool that encourages individuals to become

active with the tendency to offer a new experiential way of dialogue between marketers and brands’

customers. It aims to bring the brand’s positioning to life through an interactive event both online as

well as offline for enhancing the image and the customer-brand relationship through creation of

positive associations in the mind of consumers.

The description of Brand Activation in this review demonstrated that there are three potential units

of analysis that might be strongly connected to each other.

1) The brand,

2) The Activation activities event,

3) The customer.

The following chapter will review these three potential units of analysis. When doing so, the ‘fit’ or

the so called ‘congruence’ will be the main focus of review, since it considered as the most influential

aspect of brand evaluation (Thorbjørnsen, 2005).

While some literature has investigated the importance of congruence between the brand and

its consumption situation (e.g., Jamal et al., 2001; Mehta, 1999; Ericksen, 1996, Birdwell, 1968;

Dolich, 1969), or the brand image and the self-image (e.g., Sirgy ,1982, 1997; Graeff, 1996; Jamal,

2001; Parker, 2009), far less literature has discussed congruence in relation in terms of events that

are organized to activate the brand. Potential fits (i.e., levels of congruence) that might be relevant

for evaluating the brand are presented in figure 1.

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Figure 1. Theoretical model

4. Congruity

Congruity is defined as an agreeing fit, match, or being in harmony (Sirgy, 1982). As discussed briefly

in the previous chapter congruence is regarded as an important aspect of the theoretical model in

this literature review, since it is considered to be the most influential aspect of brand evaluation

(Thorbjørnsen, 2005). Potential fits (i.e., levels of congruence) that might be relevant for evaluating

the brand after a Brand Activation has taken place are between (1) the customer and the brand, (2)

the customer and the event and (3) between the brand and the event. The following chapter will

provide an overview of the existing literature on these potential fits and their importance.

4.1 Congruity of Self and Brand (self-image congruity)

Since the 1960’s marketers have become more and more aware of the importance of self image

related to the brand image (Parker, 2009). Literature argues that what consumers purchase is

potentially influenced by the congruity between the brand’s image and their own self-image (Zinkhan

and Hong, 1991). It is a well known fact that consumers not only seek for the functional aspects of a

product when they are making their purchase decisions (Ericksen, 1996). Consumers consume

products which also show to have symbolic meaning (Holt, 1995). A study by Bhat and Reddy (1998)

on examining whether a brand could have both functional as well as symbolic meaning to consumers

confirms this notion and concludes that both the brand’s functional as well as symbolic aspects are

relevant for consumers. In other words, as buying a product or a brand is a good tool for consumers

to express who they are, consumers often buy product which show the most similarity to their own

self-image (Graeff, 1996) This results in what is often described as “self-image congruity”. Self-image

congruity theory suggests that a mental comparison of the similarities between the self-image en the

brand’s image is made by the consumers (Sirgy, 1986; Graeff, 1996; Sutherland, 2004; Parker, 2009).

Self-congruity usually portrays the “match” or “mismatch” of the brand’s image and the self image

Core brand evaluation

Activity Congruity

Self

Brand

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(Sirgy, 1986). The foundation of self-image congruity theory is defined by the image congruence

hypothesis by Sirgy in 1982. He describes it “as the similarity, that is the congruence, between one’s

self-image and a brand’s image increases, so should the favourability of brand attitudes and hence

the likelihood of positive action (e.g. purchase) in regards to that brand” (Sirgy, 1982, 1991 and

1997). The literature moreover argues that as the congruity between the self and the brand increases

so will the favourability toward the brand (Graeff, 1996; Sutherland, 2004; Parker, 2009). The

congruence between self-image and product image also positively relates to the customers’ brand

evaluation (Graeff, 1996) As Graeff (1996) concludes; “the more similar the products image is to self-

image the more positive evaluation of the product will be” (Graeff, 1996 p.5). The results of many

previous researches confirm the importance of this theory. Research done by authors such as Jamal

et al., 2001; Hogg et al., 2000; Mehta, 1999; Heat et al.,1998; Ericksen, 1996; Birdwell, 1968; Dolich,

1969; Grubb and Grathwhohl, 1967; Levy, 1959; Malhotra, 1981; Ross, 1971; Sirgy, 1982, indicate

that self-image congruity indeed has a positive significant effect on purchase intentions, brand

preference, brand satisfaction, and/ or brand choice. All of these researches were conducted within

the tangible good market such as for example; jewelry (Jamal et al., 2001); automobile (Erickson,

1996); alcoholic soft drink (Hogg et al., 2000) and the motor vehicle market (Heat et al., 1998).

In 1997, Sirgy et al., introduced a new method of measuring the self-image congruity.

The traditional method is based on tapping the subject’s perception of user-image and the

consumers’ own self-image along a prearranged set of image attributes and adding the scores of self-

image congruity across all image dimensions, whereas the new method requires the consumers to

summon the user-image scores directly at the moment of response rather than through some

prearranged set of image attributes. Table 1 indicates an example of traditional method versus the

new method. Their result showed that self-image congruity was indeed a strong forecaster of

satisfaction within the product category group (travel destinations). In 2001, Jamal and Goode

examined the new research method of Sirgy et al (1997) in a new product category group (Jewelry

market). Their result supported the findings of Sirgy, and they stated that the self-image congruity is

a very strong forecaster of brand preference and a good predictor of consumer satisfaction within

the jewellery market. Their results therefore verifies the previous theory which is that consumers

may prefer brand that show similarity with their own self image (Belk et al., 1982; Ericksen, 1996;

Mehta, 1999;n Solomon , 1983; Sirgy et al. 1985, 1997; Zinkhan and Hong, 1991).

16

Traditional method New method

Product-user image (7-point LT):

Do you believe the woman wearing

outfit 1 (picture) is [dramatic, sporty,

delicate, professional, feminine,

practical, business-like, sensuous]?”

Self-image (7-point LT): “please indicate

how you see yourself at work using

adjective given below: [dramatic, sporty,

delicate, professional, feminine,

practical, business-like, sensuous].”

Self-image congruence (7-point LT):

• “This outfit is consistent with how I see myself at

work.”

• “This outfit reflects who I am at work.”

• “People like me wear outfits like this at work”

• “The kind of person who typically wears this

outfit at work is very much like me.”

• “This outfit is a mirror image of me at work.”

Table 1. New self-image congruence measurement method by Sirgy et al. (1997)

As the self-image congruity theory is considered as being one of the major the cause of consumer

attitude towards a brand, there is still lot to learn about this construct in terms of Brand Activation.

The next chapter will discuss this issue more in detail en identify the existing gaps of literature.

4.2 Conclusion: Identifying gap I

The literature review discussed above indicates that since consumers often form their judgment

about the brand and its products based on the congruity between their own self-image and the

brand’s image, self-image congruity theory shows to have a significant impact on consumer

behaviour (Sirgy, 1986; Parker, 2009). After reviewing the link between the self- image and the

brand’s image within the self-image congruity hypotheses, the first issue that can be noticed is that

although self-image congruity theory has been measured in many product categories (e.g., within

jewellery, automobile, clothing markets) the theory has never been examined in experiential

intangible categories. The literature on self-image congruity theory suggests that for a brand to get

consumers positive feedback its marketing activities need to show congruity with the self-image of

the consumers involved. As Brand Activation is an intangible experiential based marketing strategy it

is highly relevance to consider the importance of self-image congruity theory for such experiential

based activity. Furthermore it also is important to for instance consider the possibility for the

products of such brand to be tangible goods.

Thus critically reviewing the above there is a lack of research in the impact of experiential

based activities such as Brand Activation on consumer brand evaluation of the parent brand of which

the activities are designed to match the image of target audience.

17

4.3 Congruity Self and the Activation activities

To discuss this congruity, literature regarding predispositional involvement and consumption

situation is reviewed indicating the importance of these two constructs on congruity theory in

relation to Brand Activation activities. The following two paragraphs will discuss the constructs more

in detail.

4.3.1 Predispositional involvement

As Brand Activation is a new type of event marketing literature concerning event marketing helped

to gain more insight in consumers and their relationships with a Brand Activation activity. Literature

suggests that consumers’ interest in an experiential event is motivated by their own personal

involvement. Wohlfeil and Whelan (2006) explain in their study how a predispositional involvement

can play an important role whenever an individual becomes in contact with an event marketing.

Predispositional involvement, refers to the interest an individual has with an object or activity. This is

based on their own personal values and desires, even if there is no need or direct contact with that

object at that moment (Wohlfeil and Whelan, 2006; Richins and Bloch, 1986). The previous

experiences and attitude is the cause of the interest of the object (Havitz and Mannell, 2005). In sum,

the result of the study by Wholfeil and Whelan (2006) indicated that the more the event-marketing

strategy is congruence with the interest of consumers' personal leisure, the stronger the involvement

of the consumers will be in that specific event-marketing (Wholfeil and Whelen, 2006). This means

that the congruence between the features of Brand Activation’s activity and the personal interest of

the consumers has important consequences for involvement in Brand Activation activity and

consequently on perception of core brand.

4.3.2 Consumption situation

Another factor playing important factor in the relationship between self and Brand Activation activity

is the situation where consumers are at when the activity takes place. Literature argues that

consumers do not consume every product the same way nor is every consumption behaviour the

same for all individuals. (e.g., Dolich, 1969; Gould, 1991; Hogg et al., 2000; Sirgy, 1982) Consumer

research literature shows many examples of consumers often preferring different brands in different

consumption situations (Belk, 1975; Dickson, 1982; Stayman et al.,, 1989). To gain a deeper insight in

this particular notion Graeff (1996) studied consumption situation and has in fact related this notion

to self-image congruence. The overall purpose of the research by Graeff (1996) was to examine how

consumption situations influence the relationship between image congruence and consumers’ brand

evaluations. He examined congruence between image of the brand and two types of self-images

18

ideal and actual self-image. In particular two types of consumption (private or publicly consumed

brands) were taken into account when consumers evaluated the brand. Graeff’s (1996) results

indicated that when a product was publicly consumed, the evaluation of the brand was more

effected by the brand‘s image congruity with the ideal-self, than the actual self-image In comparison

to when the product is consumed privately. Furthermore, the awareness of use (public and private)

was also included in the study of Parker (2009) and the results supported the previous hypotheses

that self-image congruity may be a more important congruity driver for publicly consumed brands.

This notion can be relevant when studying Brand Activation, since Brand Activation often takes place

publicly (when activating others to participate) therefore the evaluation of the core brand can also

be effected due to the consumption situation.

4.4 Conclusion: Identifying gap II

When considering the congruity between self and the Activation activities some factors play a more

important role than others. The predispositional situation of the consumer for instance can be

considered as important factor impacting this relationship as it is based on the consumer’s own

personal values and desires caused by a general interest of the object (Havitz and Mannell, 2005).

This means that a Brand Activation activity can be perceived differently based upon consumers’

general interest in the activity e.g. general interest in sports influences perception of the brand Witte

Reus after being introduced to its Brand Activation (see chapter 3.1.3.2) caused by the congruence

between self interest (Predispositional involvement) and Brand Activation’s features. Another factor

playing an important role is the effect of Brand Activation’s visibility (when the activity takes place)

on self-image congruity. Whether the activity takes place privately or publicly visible it has a different

outcome on the perception of the brand by the customers (Graeff, 1996).

In relations to Brand Activation it is important to examine the extend of visibility of the

activity (whether it takes place more privately or publicly). Since the setting of each activity is

different from another, the degree of visibility needs to be determined before hand. This is

important because while it may be easier to influence consumers in a more private setting (Graeff,

1996) the effect of public activities is probably higher. The literature lacks in research indicating the

different outcomes on more experiential focused activities such as Brand Activation.

4.5 Congruence between brand and activation activities

to discuss this fit, literature regarding brand extensions and concept-congruence is reviewed. This

literature discusses the need for consistency between various elements of a brand, whether it is

between different products of the brand or other, marketing strategy related activities.

19

4.5.1 Perceived fit of brand extension

After reviewing several marketing literature the concept that is most similar to ‘congruence’ is the

term called “fit” which is mainly used in the context of brand extension. Brand extension, according

to Aaker and Keller (1990) is used when established brand names are employed to facilitate entering

new markets. The concept of ‘fit’ is identified by Tauber back in 1981 (p.38) as “rub-off of perceived

superior know-how, effectiveness or appropriate imagery”, and according to the author perceived fit

is achieved “when the consumer accepts the new product as logical and would expect it from the

brand” (Tauber, 1981, p. 28) Furthermore Aaker and Keller (1990) propose the perception of fit to be

when consumer perceives the new item of the brand to be consistent with the core brand.

Within the literature, the level of perceived fit (with the parent brand) has been declared one

of the most important aspects of brand extension’s success (Volckner and Sattler, 2006). Many

results of the previous studies regarding brand extension, have found a direct effect between the

perceived fit and e.g. the attitude towards extension, consumers' evaluations, purchase intentions,

and brand extensions’ sales showing its importance ( Aaker and Keller, 1990; 1992; Chak-ravarti,et

al., 1990; van Riel et al., 2001; Bottomley and Holden, 2001; Hem et al,.2003; Martı´nez and Pina,

2005 ) According to the literature, fit includes a number of aspects, including similarity, relatedness

and brand concept consistency (Aaker and Keller, 1990; Foarquhar et al., 1990; Boush and Loken,

1991; Park et al., 1991; Gurhan-Canli and Maheswaran, 1998; van Riel et al., 2001; Bottomley and

Holden, 2001; Martı´nez and Pina, 2005).

4.5.2 Concept- consistency

another way to conceptualize fit in the branding literature is in terms of “concept consistency”,

which also refers to the fit between the brand concept and the extension (Park et al., 1991; De

Magalhaes Serra et al., 1998; Grime et al., 2001). Concept consistency goes beyond product feature

similarity. The fit not only is based on functional or tangible aspects but also on abstract and symbolic

aspects of the parent brand (Park et al., 1991).. The studies by Park and colleagues (1986, 1991,

1993) investigate the relation between brand extension and brand concept consistency. To examine

how this concept can effect consumers' perceptions of the fit between the core brand and its

extensions; Park et al. (1991) have examined consumers' reactions to a selection of extensions for

two different brand names (a function-oriented brand, and a prestige-oriented brand) that varied on

two levels of product similarity and brand concept consistency. The result of their study indicates

that when evaluating brand extension, the information about product-level feature similarity

between the parent brand and its extension is not the only aspect consumers take into account. The

consistency of the concept also has a significant large impact on consumers evaluation of the brand

(Park et al.,1991). Also Mao and Krishnan (2006) agree that fit does not only include functional

20

similarity of the extension but also the intangible similarity. This has important consequences for

Brand Activation, as is discussed in the next section.

4.6 Conclusion: Identifying gap III

The literature review discussed above indicates that when considering the brand and its Brand

Activation activity, the concept of ‘fit’ and especially ‘concept consistency’ -as perception of the fit- is

very useful. ’Concept consistency’ is considered when the fit not only is based on functional or

tangible aspects but also on abstract and symbolic aspects of the parent brand (Park et al, 1991). As

Brand Activation is creating a complete experience and not just a functional benefit for the

consumer, it is relevant to consider to what extent the intented Brand Activation activities or event

fit with the brand as such. The literature on fit and concept consistency suggests that simply

designing an exciting event that does not explicitly connect to the core brand in both functional as

well as more experiential aspects will not lead to the desired brand activation. This notion is

especially confirmed by van Riel et al., (2001), who acknowledge the importance of congruency

within an intangible category. Thus, critically reviewing the above, there is a lack of research in

examining the impact more experience focused event (i.e., brand activation activities) on brand

evaluations that simultaneously accounts for the congruency between these activities and the

brand’s values.

5. CONCLUSION and DISCUSSION

5.1 Conclusion

A short description of what is known about the main question of this review will be provided in this

chapter.

What is the impact of Brand Activation on brand evaluation?

Brand Activation claims to create positive associations in the mind of consumers which consequently

influence the attitude towards the core brand. Resulting in more positive consumer-brand evaluation

at the end.

This review however also discusses the need for congruity when dealing with experiential

based strategies such as Brand Activation. Literature suggests that whether a brand is evaluated

positive or more negatively has to do with the amount of considered congruence between the three

components of Brand Activation (self-brand-activity). Congruity (between the three elements) has

been the focus of this review since it is considered to be one of the most influential factors in

relations to consumer-brand evaluation (Thorjornsen, 2005)

21

As when consumers tend to perceive a brand more positively if there is a match between the

self image and the image of the brand, the literature suggests that the marketing activities of a brand

need to match with the self-image of the target group for it to be considered as positive. Literature

on predispositional involvement suggests that a Brand Activation can be perceived differently based

on the general interest of the consumer involved. Literature shows that when there is a congruence

between the general interest of the consumer (predispositional involvement) and the features of the

Brand Activation activities, the core brand is more likely to be perceived as more positive (versus

when there is no congruence). Also literature on consumption situation clarifies whether the Brand

Activation is operated more privately or publicly it will have a different outcome on consumer

behaviour and attitude towards Brand Activation activity and thus consequently on the perception of

the core brand. Literature furthermore suggests that for a Brand Activation to enhance the positive

attitude of consumers towards the parent brand, congruity between its activity and the brand’s value

also is necessary.

Concluding from all of the above it is clear that when analyzing the impact of Brand

Activation on consumer-brand evaluation, congruity theory contributes as an important factor in this

relationship. The literature review of congruity theory gives a clarification on to which aspects such

activity should consist, for it to create positive associations in the mind of consumers as such to

influence the core brand evaluation.

5.2 Discussion

The reviewed literature in this study, provides several directions for further research. However, some

are more important than others.

Defining the construct of Brand Activation has made a great contribution to a gap in the

existing academic literature, however as this construct is initially defined only in this review, there is

no need to say that there is a need for systematic scholarly research to examine this construct in

more detail. For instance additional work is needed to examine the accuracy of the stated goals of

Brand Activation (enhancement of brand image and consumer-brand relationship). Given the

managerial relevance discussed in the introduction firstly, future research should investigate the

effects of Brand Activation on consumers attitude who are familiar with the activity and evaluate this

with the ones unfamiliar to the strategy. This way the correctness of the stated goals as used in this

study can be verified. This will increase the reliability of the defined construct. To address this issue,

it is desirable to work with customers of firms which practise Brand Activation, executed via

questionnaire survey.

Next, congruity theory is considered as an important factor since it gives a clear description

to what an activity should consist of for it to generate the initial goals.

22

As Brand Activation is an experiential based intangible category it is essential to consider the

importance of congruity theory in such category. Nonetheless no author has yet examined this area

of research. In sum, there is a need for more research to understand the importance of congruity

theory in relation to the brand and consumer-brand perception of an experiential based activity such

as Brand Activation. Therefore, future research should investigate the effects of congruity on the

consumer-brand evaluation specifically in a experiential based context. For example, examining

congruity of components of Brand Activation is something that is missing in the literature and

combining these research streams will make a great contribution to existing gaps and be highly

relevance and useful for practitioners. It is desirable to work with customers of firms which practise

Brand Activation here as well, thus following up the research by including the variables studying the

importance of congruity in the context of experiential based Brand Activation strategy.

23

OVERVIEW LITRATURE

Table 2. Overview image congruity literature

Authors Focus Findings

Sirgy (1982, 1997) Self-image congruity theory related

to post-purchase instead of pre-

purchase conditions. As a result

proposed a new method of

measuring the self-image congruity.

Self-image congruity is a strong

forecaster of customer satisfaction.

(post-purchase)

Zinkhan and Hong

(1995)

Whether, In terms of enhancing

advertising effectiveness (e.g. brand

memory, attitude and purchase

intensions), congruity versus in

congruity with viewers’ self-concept

and the ad would be superior.

Brand preference and purchase

intention were shown to be

influenced by self-congruity with an

ad. Brand meaning was not

mediated by the self-image

congruity.

Heath (1998) Examine self-concept and image-

congruity theory under actual market

condition instead of e.g. students.

Furthermore in relations to the

identical products only with different

styling. (product category: motor

vehicle)

Result show that “the self-concept

and image congruence do not occur

when product characteristics are

highly the same, and thus similar in

their symbolic meaning” (p1120)

Ericksen (1996) Self-image congruity theory related

to purchase intension.

Positive relationship of self-image

congruity theory and purchase

intension.

Graeff (1996) Congruence between brand image

and two types of self-image (actual

and ideal self) and consumer

evaluation of two types of brands

(publicly and privately consumed)

Congruence between ideal self and

Publicly consumed brand had more

effect on consumer evaluation than

actual self-image. Whereas actual

and ideal self-image equally

effected consumer evaluation of

private brand.

Jamal (2001) Expand the impact of self-image

congruity theory on brand preference

Self-image congruity was a very

strong predictor of preference and a

good predictor of consumer

satisfaction.

24

(pre-purchase) and satisfaction (post-

purchase) in different market being:

the jewellery market.

Parker (2009)

Extend congruity theory research to

determine if brand personality and

brand user-imagery can be used

interchangeably in self-congruity

theory. Taking public and private

brand into account

Brand personality and brand user-

imagery have independent effect on

self-congruity model. Results also

confirmed that publicly consumed

brand are more influenced by self-

congruity model

Wholfeil

et al,.(2006)

Predispositional involvement in event

marketing

the more congruence the event-

marketing strategy is with the

interest of consumers' personal

leisure, the stronger the

(predispositional) involvement of

the consumers will be in the event

Aaker and Keller,

1990; 1992; Chak-

ravarti,et al., 1990;

van Riel et al.,

2001; Bottomley

and Holden, 2001;

Hem et al,.2003;

Martı´nez and

Pina, 2005

Importance of perceived ‘fit’ a direct effect between the

perceived fit and the attitude

towards extension, consumers'

evaluations, purchase intentions,

and brand extensions’ sales.

Park

et al,. (1991,1993

Mao and Krishnan

(2006))

Importance of Concept-consistency The consistency of the concept has

a significant large impact on

consumers evaluation of the brand

Van Riel (2001) Impact of perceived fit within the

intangible category

Within the context of services,

brand extension strategies are best

to be used in cases where

significant congruency between the

extension and the core brand is

presence.

25

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