Khái niệm hình ảnh cá nhân la

Khái niệm hình ảnh cá nhân là trung tâm của cái tôi, mỗi cá nhân được thúc đẩy bởi một “xu hướng hiện thực hóa”, xu hướng này có mục đích cơ bản là thúc đẩy các khả năng theo cách có thể duy trì và tăng cường hình ảnh cá nhân của một người (tức là sự tăng cường cái tôi). Hình ảnh là cầu nối giữa cá nhân với thương hiệu mà họ mua. Hình ảnh mà cá nhân cảm nhận về mình ảnh hưởng đến việc họ mua một thương hiệu (Sirgy, 1982). Bằng cách lựa chọn thương hiệu có các liên tưởng hình ảnh mạnh mẽ (ví dụ: khỏe khoắn, sang trọng), một cá nhân có thể giao tiếp với những người khác, những người có những hình ảnh giống với cá nhân đó hoặc là có những hình ảnh mà cá nhân đó muốn được như vậy, các cá nhân luôn cố gắng tăng cường hình ảnh cá nhân của họ (Graeff, 1996).
3.3. Hình ảnh thương hiệu
Hình ảnh thương hiệu là các liên tưởng mạnh mẽ, thuận lợi, và độc đáo của một thương hiệu trong tâm trí của người tiêu dùng (Keller, 1998). Đối với người tiêu dùng, hình ảnh thương hiệu có thể dựa trên kinh nghiệm trực tiếp với thương hiệu, cũng như thông qua việc quảng bá thương hiệu, và thậm chí thông qua quan sát những kiểu người sử dụng thương hiệu hoặc thời điểm khi mà thương hiệu được sử dụng là tốt nhất. Bằng cách lựa chọn một thương hiệu, một cá nhân có thể giao tiếp với những người khác hoặc chính bản thân họ (Keller, 1998). Hai thành phần quan trọng của hình ảnh thương hiệu là tính cách thương hiệu và hình ảnh người sử dụng thương hiệu.
3.3.1. Tính cách thương hiệu
Tính cách thương hiệu có thể được định nghĩa là tập hợp các đặc điểm con người được gắn cho một thương hiệu (Aaker, 1996). Vì vậy nó bao gồm các đặc điểm như giới tính, tuổi và tầng lớp xã hội, cũng như các đặc điểm về tính cách con người như gần gũi, ấm áp, quan tâm,
tình cảm (Aaker, 1996).

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The concept of individual images is the center of the ego, each individual is motivated by a "trend-realism", this trend has the basic purpose is to promote the ability in a way that can maintain and enhance the individual images of a person (i.e., the ego booster). The image is the bridge between individuals with the brand they buy. Images that individuals feel about his influence on whether they buy a brand (Sirgy, 1982). By choosing the brand has the powerful images associated with (for example: energetic, classy), an individual can communicate with others who have the same picture with that individual or that have images that individuals that want to be so, the individual is always trying to enhance their personal image (Graeff , 1996).3.3. the brand imageBrand image is the affiliate idea powerful, convenient, and originality of a brand in the minds of consumers (Keller, 1998). For consumers, the brand image can be based on direct experience with the brand, as well as through the promotion of the brand, and even through to observe the user type or brand of the moment when the brand that is used is the best. By choosing a brand, an individual can communicate with others or they themselves (Keller, 1998). Two important components of the brand image and brand images brand users.3.3.1. the brand personalityBrand personality can be defined as the set of human characteristics that are attached to a brand (Aaker, 1996). So it includes characteristics such as gender, age and social class, as well as the characteristics of the human personality like intimacy, warmth, care,emotional (Aaker, 1996).

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The concept of personal image as the center of the self, the individual is motivated by a "tendency to realize" this trend is the fundamental purpose is to promote the possibilities in a way that can maintain and enhancing personal image of a person (ie the strengthening ego). Image as a bridge between individuals and brands they purchase. Pictures that individuals feel about themselves affects how they buy a brand (Sirgy, 1982). By choosing brands with strong visual associations (eg, healthy, luxury), an individual can communicate with others who have similar images with individuals or there are pictures of which he wants to be so, these individuals strive to enhance their personal photographs (Graeff, 1996).
3.3. Brand image
brand image is reminiscent of the strong, favorable, and unique brand in the minds of consumers (Keller, 1998). For consumers, brand image may be based on direct experience with the brand, as well as through the promotion of the brand, and even through observing the kinds of people use the brand or the time when which brand is best used. By choosing a brand, an individual can communicate with others or themselves (Keller, 1998). Two important components of brand image is the brand personality and image brand users.
3.3.1. Brand personality
brand personality can be defined as the set of human characteristics is attached to a brand (Aaker, 1996). So it includes characteristics such as gender, age and social class, as well as the characteristics of the human personality as close, warm, caring,
affectionate (Aaker, 1996).

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