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  • The relationship between self-image and apartment furnishing image
    Mumel, Damijan
    In the following contribution the author presents the relation between the self-concept and the product/brand purchase. In the introduction the author gives a short review of self-concept ... definitions, applicability of the self-concept, structure of the self-concept and self-image/product image relationship. The objective of the research was to find out if there exists a connection between the self-image and the apartment furnishing image. Four dependent variables were included: the actual self-image, the ideal self-image, the actual apartment furnishing image and the desired apartment furnishing image. Each image was measured on 15 item scale created by Malhotra. Then canonical correlation was computed between four sets of variables describing each image. The main conclusion was that there exists a relation between the self-image and the apartment furnishing image. The strongest relation was found between the ideal self-image and the desired apartment furnishing image. The results have both theoretical and practical value.
    Source: Review of Psychology : international journal of Croatian Psychological Association. - ISSN 1330-6812 (Str. 63-73)
    Type of material - article, component part
    Publish date - 1997
    Language - english
    COBISS.SI-ID - 3919132

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