Unité de Recherche et des Applications en Marketing

Effet De La Congruence Entre La Personnalité De La Marque Et Le Concept De Soi Sur La Satisfaction Et La Fidélité Du Consommateur


This research belongs to the field of the analysis of the consequences of congruence between brand personality and self-image. The consequences taken into account in this study are consumer’s satisfaction and loyalty. We will present a literature review on the study of impact of the congruence between brand personality and self-image on the four dependant variables considered in this research: Satisfaction, attitude, preference and behavioural intentions.