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

Document Type : Research Paper

Authors

1 Corresponding author: Master of Business Administration, Management Department, Teacher of Payame Noor University, Tehran, Iran

2 Master of Business Administration, expert of Regional Power Company of Guilan Province

3 Ph.D. in Business Administration, Assistant Professor, Azad University, South Tehran Branch

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.

Keywords

References

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Quarterly Journal of Brand Management
Volume 2, Issue 1 - Serial Number 3
October 2015
Pages 115-134

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