Abstract
This study, involving a sample of 745 observations and 21 well-known local and international brands operating in the Kingdom of Saudi Arabia (KSA), shows that when people feel high actual-self, ideal-self, actual-social, and ideal-social congruity with brand image, brand perceived quality is enhanced. This relationship is reinforced when people live strong intellectual and imaginative experiences, a facet of what is called brand experience. This study presents self-image congruity and brand experience as relatively new marketing tools for building stronger long-term relationships with consumers. Perceived quality is also assessed as a psychological and intellectual-oriented concept.
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