Abstract
The purpose of this study is to investigate the effect of brand personality and Brand-self congruity on behavioral loyalty. And it is to confirm the mediating effect oBf rand-self congruity and the moderating effect of perceived quality. For this purpose, we surveyed the visitors of Nike sports brand shops in Busan and Kyungnam area and selected 343 copies as final valid sample. For th edata analysis method, sing SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, hierarchial multiple regression analysis were used. Results are as follows: First, Brnad-self congruity showed mediating effects on brand personality and behavioral loyalty. Second, perceived quality showed a moderating effect in the relationship between Brand-self congruity and behavioral loyalty.
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