Effect of Brand Image & Self Image Congruency on Brand Preference & Customer Satisfaction

The brand image is of paramount importance for customers as well as marketers. Beyond their functional utility, products have a symbolic meaning. Parts of this symbolic meaning are accounted for by concepts like brand image and product-user image. The study provides an insight into various aspects of brand image and self-image congruency. The purpose of this article is to show that product image influences consumer preferences and satisfaction through a congruence effect.

Based on existing literature, the paper has introduced a conceptual framework to explain the interrelationships between the various facets of the brands and corresponding outcomes. It is proposed to use the metaphor of ‘brand as person’ to present a conceptual model to illustrate the interrelationship between consumer, consumer image and brand image.

This paper comprehensively examines the self-concept theory and research in consumer behavior and provides a conceptual framework for future research. It will be of critical importance for future practitioners to understand the increasingly complex variety of factors underlying and influencing the linkages between brands and customer relationship. The proposed model illustrates to have a competitive image that is according to the image of the user and in line with their target market's needs, wants and experiences.

The self-concept literature in consumer behavior can be perceived as multi-dimensional perception of one's self. The study fills the gap in the literature about the congruence between brand and human images, and demonstrates how self-image congruity dimensions impacts brand preference among consumers.