Abstract
Extending the personality of human being to the commercial brands is the subject that researchers have focused on the recent decades. On the other hands Self-congruity is the subject that can have major role in creating brand loyalty. The purpose of this study is to inspect the Effect of Self-congruity on brand loyalty in the mobile industry. We did this by using structural equation modeling (SEM) and PLS software. The main hypothesis of the study was to evaluate the effect of Self-congruity on brand loyalty which deals with the relationship between customer involvement as a mediator variable considered. Research data through 443 questionnaires distributed among Tehran residents between august till October 2014 were collected. Results indicated a significant and Positive relationship between Self-congruity with brand loyalty in the mobile industry. Also, the results indicated the role of the mediation for involvement variable in this relation.
Highlights
Consumers do not merely use goods for their usefulness
The main hypothesis of the study was to evaluate the effect of Self-congruity on brand loyalty which deals with the relationship between customer involvement as a mediator variable considered
The theoretical framework of this study focuses on customer involvement, self-congruency and customer brand loyalty
Summary
Consumers do not merely use goods for their usefulness. In some cases the main cause of consumption is the symbolic meanings formed in customer mind (Elliott, 1997). The relationship between the perceived image of the brand (product) and customer’s image of himself are the most crucial factor in determining the iconic and symbolic value of the product. Self-congruency refers to the appropriateness between the personal image of the customer (the actual and ideal self) and the mental image of the customer about the product, brand or store (Sirgy & Su, 2000). The high level of Self-congruency will increase the customer satisfaction with symbolic use of goods and the customer will have a greater incentive to purchase and consume those goods (Sirgy, 1982). In the literature of consumer and marketing behavior, the Self-congruency is one the variables affecting the behavior of customers in the field of customer satisfaction, loyalty and brand preference (O’Cass & Grace, 2008; Sirgy et al, 1997). Sirgy et al (1985) have addressed four aspects of the concept of self concept including: Actual self, ideal self, actual social, ideal social
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