The Impact of Prestige, Consumer Personality and Self-Concept on Brand Loyalty

Abstract

Nowadays customers are looking for creating dignity and higher social status using products and prestigious brands. Brand loyalty is also a fundamental concept of marketing that firms plan their marketing strategies to enhance it. The present study is set to investigate the effect of prestige on customers' loyalty in Mobile phone industry; as well as the effect of individual and social self-congruity on brand prestige and the customers' loyalty. We did this by using structural equation modeling (SEM) and PLS software. Research data through 443 questionnaires distributed among Tehran residents between August till October 2014 were collected. Results indicated a significant and Positive relationship between individual and social Self-congruity with brand loyalty in the mobile industry. Also, the results indicated the role of the mediation for brand prestige variable in this relation.