The Impact of Self-Congruity on Brand Loyalty under Different Product Categories-The Mediating Effect of Brand Perceived Value

• Main Authors: Tai-LingHsieh, 謝岱玲
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/84318381725991535999

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === To gain competitive advantage, brand is the best tool to make a high market share of firm’s products. Shaping brand personality is the key of differentiating product, closing to customers, and satisfying the mental need of customers. Therefore, this study wants to discuss the relationship among self-congruity and brand loyalty under different product category, and the mediating effect of brand perceived value. This study used SPSS and STATISTICA to analysis data. This study found that under all product categories the positive influence from ideal self-congruity to brand loyalty are stronger than the actual self-congruity, and brand perceived value have the significantly mediating effect between these relationships in all product categories. Previous studies point out that the self-congruity influence loyalty. Further this study found that if there are brands for all product categories, then for consumers, the brand will have symbolic meanings. Thus, this study suggests that marketers can shape and position brand personality by consumers’ ideal-self in target market.