An Investigation into the Congruence between Brand Personality and Customer Self-Image and its Effect on Customer Satisfaction and Loyalty (Case Study: Parsian Bank)

Abstract:
This survey investigates the importance of the effect of brand personality/self-image congruency on customer satisfaction and loyalty. To conduct the study, a standard questionnaire which its reliability (alpha Cronbach 87.8% and split half: 76.7%) and validity (face validity approach) has been confirmed, is distributed among 384 customers of Parsian Bank in Rasht city. Path analysis test using structured equation method showed that brand personality/ self-image congruency has influenced customer satisfaction, but there is no sign of any effect on customer loyalty. On the other hand, the findings indicate that customer satisfaction could have mediated the relationship between the brand personality/ self-image congruency and customer loyalty.
Language:
Persian
Published:
Journal of Brand Management, Volume:2 Issue: 1, 2015
Pages:
115 to 134
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