The Relationship Between Self-Congruity, Brand Relationship Quality, and Brand Loyalty

Hapsari, Lystia and Adiwijaya, Michael (2014) The Relationship Between Self-Congruity, Brand Relationship Quality, and Brand Loyalty. Asian Journal of Business Research, vol 1. (no 1). ISSN 1178-8933

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    The rapid growth of fashion industry in Indonesia has created intense competition among the fashion industry players and attracted many international brands to expand to Surabaya as the second big city in Indonesia. The upper middle class customers in Surabaya express their status by projecting the brand image of the product that they buy and wear. This phenomenon creates the strong relationship between the customer and the brand that contributes to the development of brand loyalty. MANGO is one of the international brands that is targeting the upper middle class customers in Surabaya. This research will reveal the influence of customer self congruity towards brand relationship quality and brand loyalty for MANGO products. The structural equation modelling is used to measure and to analyze the research variables. The findings show that customer self congruity positively influences brand loyalty while the customer self congruity negatively influences brand relationship quality and finally brand relationship quality negatively influences brand loyalty.

    Item Type: Article
    Uncontrolled Keywords: self congruity, brand relationship quality, brand loyalty
    Subjects: H Social Sciences > HF Commerce
    Divisions: Graduate Program > Economic Management
    Depositing User: Admin
    Date Deposited: 19 Jul 2014 17:23
    Last Modified: 18 Jul 2019 11:46
    URI: http://repository.petra.ac.id/id/eprint/18242

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