Research On Influence Of The Congruence Of Consumer Self-Concept And Brand Personality On Brand Loyalty

Brand loyalty is an important business asset and an vital means to gain competitive advantage for modern enterprises. Especially, congruence of consumer self-concept and brand personality (referred to as "self-concept congruence ") plays an important role in many influential factors of brand loyalty. Consumers with self-concept and brand personality compared with each other, select the products which the brand personality meet the self-concept. The good fitness can make consumers to maintain and demonstrate their own self-concept by this product, this emotional comfort and satisfaction encourages consumers to get a positive attitude to the brand, they eager to continue the purchase to maintain this state of satisfaction, and ultimately become brand loyalty.With the theory of self-concept congruence has been heat debated, domestic and foreign scholars make more and more research on the self-concept congruence theory, and have achieved fruitful results. However, the existing literature mainly studies the effect of consumer self-concept congruence on pre-purchase behavior, such as purchase intention, purchase preferences, consumer buying behavior for the study of very few.This paper summarizes the achievements of previous studies, as classic self-concept structure Sirgy divided and brand classic Big Five model of personality theory Aaker put forwarded a starting point, as the Nike brand an object, sets up self-concept of consumers, brand personality and the relationship model by empirical analysis of, explores the direct impact of self-concept congruence on brand loyalty. My study refers to researched scale questionnaire to implement survey. The questionnaires were distributed 315 copies and took back 283 valid questionnaires, with the SPSS 18.0 dada statistical analysis, the results are as follows:the stronger the congruence of consumer self-concept (the real self and ideal self-concept) on the brand personality, the more great degree of consumer brand loyalty; the impact of the congruence of consumers' ideal self-concept and brand personality on brand loyalty is more great than the impact of the congruence of consumers'real self-concept and brand personality on brand loyalty; there was a significant difference between ideal self-concept congruence and brand loyalty variable in the consumers' major.In theory, this study extends the theoretical study of the domestic brand loyalty width and provides a foundation for further studies of the influence of congruence of self-concept and brand personality on brand loyalty. In practice, my paper provides a new perspective for brand asset management and develops a business idea to culture loval customers.