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.


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.


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


E - European Advances in Consumer Research Volume 8 | 2007

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