Article2019

Self-Image Congruity Affecting Perceived Quality and the Moderation of Brand Experience: The Case of Local and International Brands in the Kingdom of Saudi Arabia

27 citations0/0 files storedJournal of Global Marketing

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Consumer Perception and Purchasing Behavior

Abstract

This study, involving a sample of 745 observations and 21 well-known local and international brands operating in the Kingdom of Saudi Arabia (KSA), shows that when people feel high actual-self, ideal-self, actual-social, and ideal-social congruity with brand image, brand perceived quality is enhanced. This relationship is reinforced when people live strong intellectual and imaginative experiences, a facet of what is called brand experience. This study presents self-image congruity and brand experience as relatively new marketing tools for building stronger long-term relationships with consumers. Perceived quality is also assessed as a psychological and intellectual-oriented concept.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1988On the Evaluation of Structural Equation Models 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1988Possessions and the Extended Self 1980Feeling and thinking: Preferences need no inferences.1979Conceiving the self 1992A National Customer Satisfaction Barometer: The Swedish Experience

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