On the other hand, high self-congruity occurs when the consumers find appropriate match between their own self-image and the brand-image.
Demographic and psychological profile of the typical user is usually a good source of information for consumer to make these comparisons.
[7] (e.g. if someone perceived themselves as a trendy youngster and valued advanced technology, the chance that they will buy an iPod for their own use is very high).
[11] On the other hand, people are also motivated to create a good impression (e.g. wearing a watch of big brand) in order to gain social approval and intrinsic satisfaction.
In general, people seek and interpret situations and behavioral strategies that match their present self-conceptions.
The second strategy is striving to affect the reactions of other people by developing a self-confirmatory environment, which includes displaying identity cues such as driving a certain brand of automobile.
[13] More specifically, it is found that people with high self-esteem, high self-monitors (i.e. regulate their own behavior in order to "look good"), narcissists (i.e. self-love), and Type B personalities (i.e. patient, relaxed, and easy-going) are more likely than their counterparts to be influenced by self-enhancement motives as opposed to self-verification motives.
As self-branding is known for its strategic placement of oneself through a media outlet, it is a commonplace for many individuals to post videos, clips, tutorials, and other visual aides under their channels.
By controlling the information being displayed on their channels, it is possible to promote and market themselves on a wider scale as YouTube has millions cross paths with their site daily.
Michelle Phan has a record of revealing intimate facts about her life through interviews, blogs, and YouTube videos.
On her website michellephan.com, she has created an "about me" section to further her self-branding in efforts to give a brief introduction about herself and her passion for beauty related topics, tips, and advice.
This is all done through "a safe space where makeup enthusiasts, fashion lovers, trendsetters, and beauty aficionados alike, can find inspiration, how-to advice, style news, easy DIY ideas, and tips".
In an interview with fashionista.com, Michelle Phan stated that success in the blogging and video industry has to do with sending a message, vision, and brand identity.
For instance, Michelle Phan has created a line of cosmetics that include eye shadows, lipsticks, eyeliners, foundation, contour sticks, concealer, and other forms of makeup that are related to the content she chooses to upload on her personal YouTube channel.
[23] In the Dixon and Street (1975) study, possessions were not part of self-concept descriptions for 6- to 8-year-olds but surfaced and increased in importance from 8 to 16 years of age.
[25] Their comparisons of the self-concept with brand take place on a concrete level that self-brand connections are straightforward in nature.
Late childhood (10–12 years of age) begin heightened appreciation for subtle meanings imbedded in brand images converges with a trend toward defining the self in more abstract and complex terms.
Brands gain recognition as useful devices for characterizing the self in terms of personality traits, user characteristics, and reference groups.
[7][26] On the marketing level, companies gain an enduring competitive advantage by utilizing the association between brand and self-concept.