The Influence of Self-Congruity, Brand Personality and Brand Performance on Store Loyalty

To investigate the influence of symbolic retail brand attributes on retail patronage, a model is developed and tested dealing with the influence of self-congruity, retail brand personality and brand performance on store loyalty. The model was tested with data from an online-survey of consumers with a sample size of 515. The model was mostly supported by the data and the results indicate that the influence of self-congruity might be over-estimated when the direct influence of brand personality and the effect of brand performance are not controlled in the model. Brand performance is still of paramount importance for the store loyalty.


Dirk Morschett, Hanna Schramm-Klein, Frank Haelsig, and Magali Jara (2007) ,"The Influence of Self-Congruity, Brand Personality and Brand Performance on Store Loyalty", 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: 417-418.


Dirk Morschett, Saarland University, Germany
Hanna Schramm-Klein, Saarland University, Germany
Frank Haelsig, University of Trier, Germany
Magali Jara, University of Rennes 1, France


E - European Advances in Consumer Research Volume 8 | 2007

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