Abstract:

Although schema theory suggest that the congruence of brand image with consumer schema is crucial for the success of brand image, some practical cases show that sometimes a schema-incongruent brand image can also have the potential to attract consumers. In this research, we introduce the involvement theory to solve this contradiction. We find that in high involvement conditions, a schema-congruent brand image has the potential to increase consumer purchase intention. In contrast, in low involvement condition, a schema-incongruent brand image has the potential to increase consumer purchase intention. We further indicate that consumer affective responses mediate the above process.

Key words: Brand Image, Product Category, Psychological Schema, Product Involvement