The Effect of the Congruence between Brand （品牌之间的一致性的影响）.pdf

IBIMA Publishing IBIMA Business Review /journals/IBIMABR/ibimabr.html Vol. 2010 (2010), Article ID 627203, 16 pages DOI: 10.5171/2010.627203 The Effect of the Congruence between Brand Personality and Self-Image on Consumer’s Satisfaction and Loyalty: A Conceptual Framework Mohamed Ali ACHOURI and Néji BOUSLAMA the FSEG of Tunis, Tunisia _________________________________________________________________________________________________________________________ ABSTRACT This research belongs to the field of the analysis of the consequences of congruence between brand personality and self-image. The consequences taken into account in this study are consumer’s satisfaction and loyalty. We will present a literature review on the study of impact of the congruence between brand personality and self-image on the four dependant variables considered in this research: Satisfaction, attitude, preference and behavioural intentions. Keywords: Congruence, Brand personality, Self-image, Satisfaction, Loyalty. _________________________________________________________________________________________________________________________ Introduction Marketing researchers have shown a marked interest in the concepts and the mechanisms The saturation of markets, the congestion of the which are likely to increase the understanding of advertising landscape, and the maturity of the the brand-consumer relation. One of these key consumers towards the brands have urged concepts in relational marketing is