THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

Can Deniz Köksal; Mehmet Özer Demir

Makale detayları

THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

Yazarlar:

Can Deniz Köksal | Mehmet Özer Demir

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Dergi:

International Journal of Social Sciences and Humanity Studies 2012 Vol.4 Issue 2, pp.91-100

Belge Tipi:

Makale

Yayın Tarihi:

11/2012

Belge Dili:

Türkçe

Document ID (Org No.):

2000820157

Sıklık:

İki Yıllık

eISSN:

1309-8063

Özet:

 

In this study, hypothesized that congruence or incongruence of consumer image  and brand image leads positive or negative attitudes towards brand and these  attitudes affect consumer decision process as mediators, formation of brand  loyalty process is approached from an image congruence perspective. A  preformed questionnaire form was used as data collection tool and pure data was  analyzed with Structural Equation Modeling in order to demonstrate how  observed variables fit the theoretical model. Analysis results show that consumer  image and brand image congruence affect love/passion and commitment, and  love/passion and commitment affect brand loyalty positively. Other attitudes and  satisfaction are found statistically insignificant relation with brand loyalty.

Makale detayları

THE IMPACTS OF SELF-BRAND CONGRUENCE ON BRAND LOYALTY: A STUDY ON CELLULAR PHONE USERS

Yazarlar: Can Deniz Köksal | Mehmet Özer Demir

Yayıncı: Sosyal Bilimler Araştırmaları Derneği

Dergi: International Journal of Social Sciences and Humanity Studies 2012 Vol.4 Issue 2, pp.91-100

Belge Tipi: Makale

Yayın Tarihi: 11/2012

Belge Dili: Türkçe

Document ID (Org No.): 2000820157

Sıklık: İki Yıllık

eISSN: 1309-8063

Sayı

Yazarlar:

Can Deniz Köksal | Mehmet Özer Demir

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Dergi:

International Journal of Social Sciences and Humanity Studies 2012 Vol.4 Issue 2, pp.91-100

Belge Tipi:

Makale

Yayın Tarihi:

11/2012

Belge Dili:

Türkçe

Document ID (Org No.):

2000820157

Sıklık:

İki Yıllık

eISSN:

1309-8063