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A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference

Yi-Ching Tsai · Hui‐Chen Chang · Kung-Chung Ho

60 citations0/0 files storedContemporary Management Research

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Retail Behavior Studies

Abstract

To meet the expectation of customers during experience era, it is important to understand their perceptions of different brands. To achieve this, this study aimed to investigate the relationship among brand experiences, self-concept congruence, customer satisfaction, and brand preference. This study used Tablet PC users as the research objects and collected empirical data through online questionnaires. Structural Equation Model (SEM) was used to validate models, and hierarchical regression was used to test the hypothesis. The results of this study showed that brand experience has a significant positive effect on brand preference, brand experience has a significant positive effect on customer satisfaction, and self-concept congruence has a positive effect on brand preference. In addition, self-concept congruence has positive effect on customer satisfaction and brand preferences. These results show that through a comprehensive brand experience, companies could enhance brand preferences and purchase intentions of customers. Keywords: Brand Experiences, Self-Concept Congruence, Customer Satisfaction, Brand Preference To cite this document: Yi-Ching Tsai, Hui-Chen Chang, and Kung-Chung Ho, "A Study of the Relationship among Brand Experiences, Self-Concept Congruence, Customer Satisfaction, and Brand Preference", Contemporary Management Research, Vol.11, No.2, pp.97-116, 2015. Permanent link to this document: http://dx.doi.org/10.7903/cmr.12970

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1988Possessions and the Extended Self 2010Satisfaction: a behavioral perspective on the consumer 1994Customer Satisfaction, Market Share, and Profitability: Findings From Sweden 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?

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