Brand Loyalty in the Mobile Phones Market: the Role of Self-Image Congruence and Selected Marketing Mix Elements

The paper, with the help of an empirical research, proposes and tests a conceptual framework of brand loyalty combining the effects of self-image congruence and selected marketing mix elements on brand loyalty. Findings indicate that self image congruence, along with distribution intensity, is a strong indicator of brand loyalty within the mobile phone market. Findings also indicate that contrary to the commonly held assumptions, consumer perceptions of price deals are positively related to brand loyalty whereas consumer perceptions of advertising spending has no impact. Also, the self image congruence appears to moderate the relationship between price deals and brand loyalty. The paper discusses implications for brand managers and suggests future research directions.



Citation:

Ahmad Jamal and Adel Harhoush Salih Al-Mfarji (2007) ,"Brand Loyalty in the Mobile Phones Market: the Role of Self-Image Congruence and Selected Marketing Mix Elements", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 256-258.

Authors

Ahmad Jamal, Cardiff University, UK
Adel Harhoush Salih Al-Mfarji, University of Qatar, Qatar



Volume

E - European Advances in Consumer Research Volume 8 | 2007



Share Proceeding

Featured papers

See More

Featured

K6. Persuading the Moral Consumer: Matching Messages to Attitude Basis

Aviva Philipp-Muller, Ohio State University, USA
Andrew Luttrell, Ball State University
Richard Petty, Ohio State University, USA

Read More

Featured

Pro-Environmental Waste Receptacle Labeling Can Increase Recycling Contamination

Jesse R. Catlin, California State University, Sacramento
Yitong Wang, University of Technology Sydney
Rommel J. Manuel, California State University, Sacramento

Read More

Featured

N14. The Bright Side of Sadness: How Mood Affects Goal Initiation

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.