Investigating the relationship between self-congruity and brand attachment with the moderating role of the need for uniqueness on brand loyalty (case study: mobile customers in Isfahan)

The purpose of this research is to investigate the relationship between self-congruity (real, ideal and social) and brand attachment with the moderating role of the need for uniqueness on brand loyalty. The research method is applied in terms of purpose and survey branch in terms of causal method. The statistical population of the research included mobile phone customers in the city of Isfahan who have used Samsung, Xiaomi and Apple brands. The sample size was determined based on Cochran's formula for an unlimited population of 384 people and the random sampling method was simple. The data collection tool was a questionnaire whose reliability was confirmed through Cronbach's alpha and composite reliability. In order to test the hypotheses, the structural equation model and Smart PLS software version 3 were used. The results of the data showed that real and ideal self-congruity has no significant relationship with brand attachment. Social self-congruity has a significant relationship with brand attachment. Brand experience mediates the relationship between self-congruity (actual, ideal and social) and brand attachment. Brand experience has a significant relationship with brand attachment. Brand attachment affects brand loyalty (attitude and behavior). The need for uniqueness does not moderate the relationship between self-congruence (actual, ideal, and social) and brand attachment.