摘要：Potreba da se predvidi ponašanje potrošača ima veliki značaj u marketingu.Danasjednu od najpopularnijih psiholoških konstrukcija u društvenim naukama i marketingu predstavlja lični koncept,kojise definiše kao suma ideja,mišljenja i osećanja koje pojedinac ima o samom sebi,u odnosu na druge osobe i objekte u društveno determinisanom okviru.Brojni istraživačisu prepoznali značaj ličnog koncepta za predviđanje ponašanja potrošača i izbor brendova.Ljudi nastoje da održavaju i pojačavaju sopstveni lični koncept potrošnjom onih brendova čijisu imidž i lične karakteristike u skladu sa njihovim imidžom i ličnim karakteristikama.Mnoge studije su potvrdile da visok nivo podudarnosti između ličnog kocepta potrošača i imidža/ličnosti brenda pozitivno utiče na stavove o brendu,preferencije,evaluaciju,kupovne namere,satisfakciju i lojalnost brendu.Ovim radom smo nastojali da istražimo način na koji je jedan psihološki koncept dobio svoje značajno mesto u istraživanjima i praksi iz oblasti marketinga.Koncept je paralelno sagledan iz ugla psihologije i marketinga.Poseban akcenat je stavljen na način na koji lični koncept potrošača,posredstvom podudarnostisa imidžom/ ličnošću brenda,utiče na izbor brendova i kupovno ponašanje potrošača.Takođe smo ukazali na značaj poznavanja ovog koncepta i preporuke vezane za njegovu upotrebu u praktične svrhe u okviru brend menadžmenta.
其他摘要：The need to predict consumer behavior outcomes is considered to be a very important issue for marketers.Today,one of the most popular psychological constructs in social sciences and marketing is the self-concept,as the total sum of ideas,thoughts and feelings through which individual can describe themselves in regards to other individuals in socially determined environment.The importance of self-concept in predicting consumer behavior and choice of brands has been recognized by many researchers.People tend to maintain and reinforce their self-concept by consumption of brands that have an image and personality in accordance to their own self-concept.Many studies have confirmed that high level of congruency between brand image/personality and consumer self-concept have positive influence on brand attitudes,preferences,evaluation of brands,buying intentions,satisfaction and brand loyalty.In this study,we have researched how has self-concept,as a psychological construct,gained in importance in the field of marketing research and practice.The concept is analyzed simultaneously as a psychological and marketing construct.By presenting literature review,we have also analysed the consequences of congruence between brand image/brand personality and consumer self-concept on consumer behavior and choice of brands.We have also pointed out the significance and references connected with the use of this concept for practical purposes in the realm of brand management.
关键词：Potreba da se predvidi ponašanje potrošača ima veliki značaj u marketingu.Danasjednu od najpopularnijih psiholoških konstrukcija u društvenim naukama i marketingu predstavlja lični koncept,kojise definiše kao suma ideja,mišljenja i osećanja koje pojedinac ima o samom sebi,u odnosu na druge osobe i objekte u društveno determinisanom okviru.Brojni istraživačisu prepoznali značaj ličnog koncepta za predviđanje ponašanja potrošača i izbor brendova.Ljudi nastoje da održavaju i pojačavaju sopstveni lični koncept potrošnjom onih brendova čijisu imidž i lične karakteristike u skladu sa njihovim imidžom i ličnim karakteristikama.Mnoge studije su potvrdile da visok nivo podudarnosti između ličnog kocepta potrošača i imidža/ličnosti brenda pozitivno utiče na stavove o brendu,preferencije,evaluaciju,kupovne namere,satisfakciju i lojalnost brendu.Ovim radom smo nastojali da istražimo način na koji je jedan psihološki koncept dobio svoje značajno mesto u istraživanjima i praksi iz oblasti marketinga.Koncept je paralelno sagledan iz ugla psihologije i marketinga.Poseban akcenat je stavljen na način na koji lični koncept potrošača,posredstvom podudarnostisa imidžom/ ličnošću brenda,utiče na izbor brendova i kupovno ponašanje potrošača.Takođe smo ukazali na značaj poznavanja ovog koncepta i preporuke vezane za njegovu upotrebu u praktične svrhe u okviru brend menadžmenta.
其他关键词：The need to predict consumer behavior outcomes is considered to be a very important issue for marketers.Today,one of the most popular psychological constructs in social sciences and marketing is the self-concept,as the total sum of ideas,thoughts and feelings through which individual can describe themselves in regards to other individuals in socially determined environment.The importance of self-concept in predicting consumer behavior and choice of brands has been recognized by many researchers.People tend to maintain and reinforce their self-concept by consumption of brands that have an image and personality in accordance to their own self-concept.Many studies have confirmed that high level of congruency between brand image/personality and consumer self-concept have positive influence on brand attitudes,preferences,evaluation of brands,buying intentions,satisfaction and brand loyalty.In this study,we have researched how has self-concept,as a psychological construct,gained in importance in the field of marketing research and practice.The concept is analyzed simultaneously as a psychological and marketing construct.By presenting literature review,we have also analysed the consequences of congruence between brand image/brand personality and consumer self-concept on consumer behavior and choice of brands.We have also pointed out the significance and references connected with the use of this concept for practical purposes in the realm of brand management.
